Audience optimization tips:
Start your campaign with broad, interest-based audiences to capture a wide enough target pool of engaged users.
Try different audience segmentations and Custom Audience features. TikTok’s Split Testing tool lets you A/B test results across different audience groups and then hone in on those with best results.
During your ad group’s Learning Phase, add a 20% buffer to your bid – this allows more scope for the system to test and learn what will work best for your campaign. Don’t panic if the cost increases during this period – it will stabilize over time!
Once you’ve identified a more engaged audience through testing, you can adjust to more precise targeting, and optimize for lower-funnel objectives – this allows qualified audiences to perform mid- to lower-funnel behaviours. If you’re advertising an app, this is a great time to start using App Event Optimization, as it allows you to target specific in-app actions.
While audience optimizations can help to fine-tune performance, always remember that creative is key – and this is especially true on TikTok, where creativity is what fuels our communities. Keep your audience interested by having at least 3-6 creatives for your campaign, and aim to refresh creative every 1-2 weeks.