TikTok has released a best practice guide aimed at helping advertisers optimize their ad campaigns. 

This 13-page document offers a variety of recommendations covering several key areas:

• Account structure,
• Campaign setup,
• Data connections,
• Creative,
• Attribution.

TikTok advises advertisers to start with broader conversion events before focusing on more specific actions, suggesting this approach is key to achieving scalable growth and sustaining long-term performance. It also covers budget management and bidding strategies, recommending adherence to best practices for efficient use of budgets and selecting bidding strategies that align with campaign goals.

The document addresses the issue of ad fatigue, providing tips on how to refresh ad campaigns to maintain audience engagement. For a complete understanding of your ad’s performance, TikTok recommends combining Click Through and View Through Attribution. 

Find TikTok’s guide to campaign optimization here.