Recently, TikTok introduced a new campaign type: TikTok Smart Performance Campaign. As an AI-driven marketing tool that analyzes global marketing trends and provides actionable insights, Lebesgue is always on the lookout for new and innovative advertising solutions.
With that said, we’ve been exploring TikTok’s new Smart Performance Campaign feature. The feature promises to deliver maximum marketing results with minimal manual input.
In this blog post, we’ll dive deeper into Smart Performance Campaigns and how eCommerce businesses can use them to improve their TikTok advertising efforts.
First, let’s see what a Smart Performance Campaign is. TikTok’s Smart Performance Campaign is an end-to-end automation campaign solution that automates much of the manual work typically involved in campaign management.
When you select Smart Performance Campaigns on the Campaign page of TikTok Ads Manager, the system produces multiple creatives and bids for auctions. The result of this method is higher campaign performance with less manual input.
Benefits of Using Smart Performance Campaigns
Now that you know what a Smart Performance Campaign is, it’s time to see the benefits of it. So, Smart Performance Campaigns offer several benefits for eCommerce businesses, including increased availability, time savings, and boosted performance.
- Increased Availability: All campaign types are supported on TikTok’s Android traffic with more platforms to come in the near future.
- Time Savings: Smart Performance Campaigns save significantly more time compared to traditional campaign setup. The system create multiple creatives and bid for each auction to find the most ideal combination to reach your business goals. Also, performance reports help you get inspired for future videos.
- Boosted Performance: According to TikTok FAQ section Smart Performance Campaigns outperform traditional campaigns up to 80% of the time using identical optimization targets as seen during our early testing phase.
How to Set Up a Smart Performance Campaign on TikTok
But, how do you create a Smart Performance Campaign on TikTok? Setting up a Smart Performance Campaign on TikTok is straightforward and can be done in a few simple steps:
Step 1. Sign in to your TikTok Ads Manager account. Select the Campaigns tab.
Step 2. Click on the “Create” button. Choose the “Website Conversion” campaign objective.
Step 3. Select “Smart Performance Campaign” from the Campaign Type section and name your campaign
Step 4. Follow the prompts to set up your pixel information, targeting options, ad creative, and bidding strategy.
Step 5. Click the “Submit” button to launch the campaign
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How to Optimize Smart Performance Campaign on TikTok
After setting up your campaign, the next step is to optimize it. We suggest using the following best practices for getting the best potential results with your Smart Performance Campaigns.
- Optimize for Relevant Goals: Choose the optimization target that aligns with your main KPI on TikTok. For eCommerce business, we recommend optimizing for conversions to maximize your store sales.
- Enable User Engagement: Turn on user comments, video sharing, and downloads to encourage engagement and boost your campaign performance.
- Avoid Dayparting Functionality: Unless your campaign is time-sensitive, avoid using dayparting functionality, as it may negatively impact your CPM and overall performance.
- Use Standard Delivery Type and oCPM Optimization: Utilize the standard delivery type and optimize for oCPM to ensure the most efficient and effective ad delivery.
- Leverage Enhanced Creative Capabilities: Take advantage of Smart Performance Campaign’s advanced creative combination and exploration capabilities by uploading up to 30 different video creatives and 5 different headlines. However, it’s recommended to handpick around 5 different video creatives and 3-5 headlines to find the most effective combination for your target audience.
By following these best practices, your TikTok Smart Performance Campaigns are optimized for success and optimal performance.
Smart Performance Campaign Benchmarks
But, what about benchmarks?
In our data analysis of eCommerce businesses, Smart Performance Campaigns on TikTok have been found to outperform regular campaign types by a 10% lower CAC.
However, it’s important to note that there may be a 5%-10% higher CPM associated with these campaigns. This is likely due to the minimal room for optimization within Smart Performance Campaigns, as they are a complete black box with limited manual input required from the advertiser.
Despite the higher CPM, the simple setup process and generally better click-through rate (CTR) and conversion rate (CR) result in better overall performance. However, it’s important to note that performance may vary.
So, it’s recommended to test Smart Performance Campaigns versus regular campaigns to assess differences in performance or metric behavior.
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Automated Campaigns on Popular Advertising Platforms
In addition to TikTok’s Smart Performance Campaign, there are other automated campaign types available on popular digital advertising platforms. Examples of other automated campaigns are Google’s Performance Max Campaigns and Facebook’s Advantage+ Shopping campaigns.
Well, Performance Max Campaigns from Google are designed to optimize ad delivery across multiple Google properties. This include Google Search, YouTube, Discover, and Gmail.
These campaigns use machine learning to determine the best combination of ad assets, bidding strategies, and targeting options to maximize performance.
Regarding Facebook’s automated campaigns, the Advantage+ Shopping campaign is specifically designed for eCommerce businesses. The goal of Advantage+ Shopping campaign is to optimize ad delivery across Facebook, Instagram, and the Facebook Audience Network.
So, machine learning is used in this campaign type to select the most effective audiences, bidding tactics, and ad placements to maximize performance and deliver conversions.
Conclusion
To sum up, TikTok’s Smart Performance Campaign is a new solution that helps eCommerce businesses in improving their platform advertising efforts. Smart Performance Campaigns save time and improve campaign performance with improved automation and little manual input.
At Lebesgue, we believe in the potential of Smart Performance Campaigns to help our customers achieve better results and capitalize on TikTok’s growing popularity as a marketing platform. Stay up-to-date with the latest guidelines and best practices for any campaign type, not just Smart Performance Campaigns, across Facebook, Google, and TikTok. Try it out today and see how Lebesgue can elevate your advertising efforts.
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