In 2022 TikTok introduced an automated campaign solution called Smart Performance Campaign that aims to maximize delivery outcomes with minimal effort from advertisers. The system generates multiple creatives and bids for auctions, leading to better campaign performance. This analysis will double-click on Smart Performance Campaigns’ key benefits of the automated approach for marketing teams.
What are smart performance campaigns on TikTok even?
TikTok’s Smart Performance Campaign is a powerful advertising solution that leverages machine learning to outperform manual campaigns. By utilizing all available semi-automation capabilities on TikTok, such as auto-targeting, auto-bidding, and auto-creative, it provides enhanced creative combination and exploration capabilities, increasing overall ad liquidity. This innovative campaign solution differs from ACO (Automated Creative Optimization) and CBO (Campaign Budget Optimization) as it combines their semi-automation features into one comprehensive, fully automated campaign management system.
Benefits of Smart Performance Campaigns
Embracing TikTok’s Smart Performance Campaigns can provide marketers with a range of benefits that significantly enhance their advertising efforts. These advantages make the automated solution a valuable tool for businesses looking to drive better results and achieve their marketing objectives more efficiently. Here are some key benefits of using Smart Performance Campaigns
Time efficiency: Smart Performance Campaigns significantly reduce the time spent on campaign setup compared to manual campaigns. The automated system works with all the inserted creatives within one ad and bids for each auction, finding the most ideal combination to achieve business goals. This allows marketing teams to focus on other essential tasks.
Increased availability: Smart Performance Campaigns currently support all campaign types on TikTok’s Android traffic, with plans to expand to more platforms in the future. This offers marketers more opportunities to reach their target audience across different devices and platforms.
Improved performance: In early tests, Smart Performance Campaigns outperformed traditional campaigns 80% of the time using identical optimization targets. This indicates that the automated system is more effective at driving results and achieving marketing objectives.
Ease of use: Smart Performance Campaigns require minimal input. All that is needed to get started is a marketing objective, budget, country, and creative assets.
Scalability: Smart Performance Campaigns leverage machine learning to optimize performance at scale. This means that as campaigns grow and evolve, the system will continually adjust to maximize results.
Input Requirements for Regular Campaign versus Smart Performance Campaign Setup
Setting Up a Smart Performance Campaign on TikTok
Optimization Techniques for Smart Performance Campaigns
To make the most out of TikTok’s Smart Performance Campaigns, it is essential to implement optimization techniques that can enhance the effectiveness of your marketing efforts. These strategies will ensure that your campaigns are fine-tuned for maximum results, delivering better outcomes and driving business growth. Some optimization techniques to consider are:
Allocate sufficient budget: Ensure you set enough budget to support efficient optimization (at least enough to exit the learning phase). This allows the system to test various creatives and bids effectively to identify the best combinations for your campaign.
Goal Selection: Choose the most relevant goal attached to your main KPI on TikTok. For example, select Value-based Optimization if you are measuring against ROAS, or Mobile App Install if you are focusing on app installation volume.
Allow adequate learning time: Let the campaign accumulate at least 50 conversions before making any adjustments. This enables the machine learning algorithms to pass the learning phase and optimize the campaign more accurately.
Use multiple creatives: Include a minimum of 3 creatives in each Smart Performance Campaign to enhance performance. The more videos you add, the higher the chances that the system will identify the best-performing creative for your campaign objectives.
Monitor campaign performance: Regularly review your campaign’s performance and update your creatives to maintain strong results. By consistently adding new videos and replacing poor performing ones, you ensure that your campaign stays fresh and relevant to your target audience.
Measuring and Analyzing Smart Campaign Performance on TikTok
Measuring and analyzing campaign performance for Smart Performance Campaigns is essential for understanding the success of your marketing efforts and making informed decisions for future campaigns. Start by determining the key performance indicators (KPIs) that align with your marketing objectives, such as return on ad spend (ROAS), cost per acquisition (CPA), or cost pr. Install (CPI). This will help you assess the performance of your campaign against your specific goals. Next, monitor the number of conversions generated by the campaign, ensuring that you allow at least 50 conversions to pass the learning phase without making adjustments. This allows the machine learning algorithm to optimize the campaign effectively. Finally, review the performance of each creative within your campaign to identify the most successful videos. This will provide insights into which creatives resonate with your audience and can inform your content strategy for future campaigns. By focusing on these aspects of measuring and analyzing campaign performance, you can ensure that your Smart Performance Campaigns are delivering the best possible results. Allowing you to make informed decisions and drive business growth.
Expert’s Advice for Successful Smart Performance Campaigns
“As an early adopter of Smart Performance Campaigns here at Admiral Media, I’ve observed both the potential and the challenges that come with this simplified advertising solution. While the initial results can be impressive, we have experienced performance dips after about 10-14 days of running campaigns, which is something to keep an eye on. Additionally, the distinct data breakdown approach in SPC campaigns requires adjustments in our analysis process. Despite these concerns, the automation and machine learning capabilities of Smart Performance Campaigns still hold immense value for marketers, but it’s essential to approach them with a critical eye and adapt accordingly to maximize results”
Kevin Dosanjh – Admiral Media B2B Marketing Lead and TikTok Specialist
As we’ve explored in this analysis, embracing TikTok’s Smart Performance Campaigns can enhance the way marketing teams approach their advertising efforts on the platform. Just like every other platform, TikTok is focusing on less advertiser input. And more focus on increasing the liquidity for their machine learning. TikTok’s Smart Performance Campaigns offer numerous advantages over manual campaigns, including time efficiency, increased availability, improved performance, ease of use, and scalability. Marketing teams can benefit from adopting Smart Performance Campaigns to optimize their advertising efforts on TikTok, ultimately driving better results and business growth. We’re very proud to have official case studies released from TikTok for our clients Petit BamBou and BIGVU. Are interested in being the next TikTok success? Fill out the form below so we can schedule a talk.