TikTok’s Smart Performance Campaign (SPC) is the latest automated advertising solution, following Google’s Performance Max campaigns and Meta’s Advantage + Shopping Campaigns.
On TikTok, content isn’t king, it’s the kingdom. The algorithm knows what users want to see.
Smart Performance Campaign is a fully automated solution that uses the platform’s machine learning-based system to automatically target your ideal audience, set the right bids, and create the most relevant creatives to drive conversions.
SPCs can be a great way to grow your business on TikTok.
Why should you try TikTok’s Smart Performance Campaigns?
TikTok’s Smart Performance Campaigns are the newest way to boost your TikTok ad campaigns. Here are some of the key benefits of using SPC:
- Automated Creation & Targeting Process: SPC automates the ad creation and targeting process, so you can focus on making great content.
- Reduced Campaign Creation Time: SPC reduces campaign creation time by 26% and is available for website conversions or app instals.
- Reach the right audience: SPC targets your ads to the right people, based on their interests, demographics, and other factors. This means you can be more confident that your ads are being seen by people who are actually interested in what you have to offer.
- Optimise creatives for better results: Smart Performance Campaigns are designed to help you get better results from your ad campaigns. They use machine learning to optimise your bids and creatives over time, so you can get the most out of your budget.
- Maximise your budget’s potential: You can set a budget for your campaign and TikTok will automatically adjust your bids to stay within that budget.
- Track your performance: You can track the performance of your campaign through the TikTok Ads Manager.
SPCs are a good option for businesses of all sizes, but they are especially beneficial for businesses that are new to advertising on TikTok or don’t have a lot of time to manage their campaigns manually.
How to set up TikTok’s Smart Performance Campaign?
Ready to dive in? Follow these simple steps to set up your Smart Performance Campaign:
Install the TikTok pixel on your website. This will help TikTok’s algorithms track your conversions and focus on quality instead of quantity.
Don’t just track the Complete Payment or Complete Registration event but as many events as possible to get a more complete picture of your campaign’s performance.
When it comes to audience targeting, be strategic. Don’t just target everyone. Think about who your ideal customer is and target them specifically.
Don’t be afraid to exclude audiences. If you don’t want to retarget existing customers who bought something in the last 30 days, just go to Advanced Settings to make the change. In many cases, it can help boost your conversion rate.
Your creative is the key to success. Test different formats and see what works best for your audience. Spark Ads are a great option because they perform over 72% better than regularly uploaded videos.
Set the call-to-action wisely. TikTok suggests keeping the default setting, which is dynamic, but this may not be the best option for all businesses. Make sure to eliminate any CTAs that are irrelevant to your visitors.
Choose the right destination. You can either send users to your website or to a TikTok Instant Page. TikTok Instant Pages allow you to create a more creative and engaging landing page for your client's product.
Collect enough data. Don’t expect to see results overnight. Give your campaign at least 3-4 weeks to collect enough data before you start drawing conclusions.
Analyse your data. Once you have enough data, use it to analyse the performance of your campaign. Look at key metrics like conversions, cost per conversion, and conversion rate.
Make adjustments as needed. Don't be afraid to make changes to your campaign if it's not performing well. Test different CTAs, destinations, and creatives to see what works best for your audience.
Additional tips to set up a successful Smart Performance Campaign:
- Make sure your creative assets are high-quality and relevant to your target audience.
- Set a realistic budget.
- Be patient and let the campaign run for a few days before making any changes.
Before you get going with the TikTok Smart Performance Campaigns, keep in mind that they are currently only available for Android App Promotion campaigns.
How to maximise the potential of TikTok Smart Performance Campaigns?
Already set up your SPC? Follow these tips to maximise the potential of your campaign, even though it is automated:
- Optimise ads. Use catchy videos that are short and relevant to your target audience.
- Get rid of videos that aren’t doing well. Prioritise the ones that are visually appealing and easy to watch.
- Test new videos. Use humour, music, or other creative elements.
- Add negative keywords. Soon, that option will be available on TikTok.
Don’t depend on one video in your Smart Performance Campaign. You can use up to 30 videos in one campaign, but be careful with your budget. If you are working on a stringent budget, use fewer videos so each one gets more data.
Smart Performance Campaigns also give you good ideas for regular campaigns. You can use the Audience tab to learn about your audience and use that information in other types of campaigns.
The View Data tab is a valuable resource to optimise SPC. Find insights about the keywords that your audience is using to interact with your brand. Use it to improve your ad copy and target your ads more effectively.
SPC is the first type of campaign to share insights about keywords used by your audience to interact with your brand.
Accounts with a conversion tracking history of at least 100-200 conversions in the last 30 days before campaign creation will see the best results with SPC.
If you’re new to TikTok ads, start with regular conversion campaigns to build up your conversion tracking history. Once you have a good amount of data, you can then test out SPC and see how it performs for your business.