Shop Ads Onboarding and Creative Instructions

Get started

1. Set up account information

• Log into Seller Center as the Shop Owner, Main Administrator or Advertising Manager.
• Click Marketing > Shop Ads on the left, and begin the setup.
• Follow the steps to create or connect existing business center and ad accounts.
• Follow the steps to link TikTok accounts, then click Create campaign.

2. Continuously create and manage ads

• In TikTok Ads Manager, always select Shop Sales as your campaign objective. Then, complete the ad settings and publish your ad.

3. Continuously add more TikTok accounts

• In Seller Center, click Marketing > Shop Ads on the left, then click Account Management.
• At the bottom of the page, in the Available TikTok accounts section, sellers can see all currently authorized TikTok accounts.
• Click Connect account, and add more TikTok accounts here.

1. I can't see the Shop Ads menu item in Seller Center:

❗Important: Only users with shop owner, main administrator or advertising manager role for the shop, can see the Marketing > Shop Ads menu item. However, once the relevant accounts have been linked, other users with the relevant permissions can also create ads.

2. I can't complete the steps to connect my Business Center:

This is likely due to your permissions.

• To associate accounts in Seller Center, you need to log in as the owner, main administrator or advertising manager of the shop.
• To connect an existing Business Center to a shop, you need to be admin of that Business Center.
• To create ads, you need to have been granted advertising permission.

3. I don't have a Business Center account but I do have an Ads Manager account. What should I do to connect that Ads Manager account?

First create a Business Center account in Seller Center. Then, complete the remaining steps in Seller Center.

4. I've created a new Ads Manager account. Why does it say that my account is under review?

This means that the system is still reviewing the new account. Please wait until the process is completed.

5. Where do I get help if I face issues with Shop Ads?

Please submit a Help Center ticket under the topic "Ads".

Product GMV Max introduction

Product GMV Max is our new TikTok Shop Advertising Automation solution that optimizes for a seller’s total channel ROI for TikTok Shop. Product GMV Max is a highly innovative, first of its kind solution that primarily differentiates itself via two unique features:

• Product GMV Max leverages all available creatives automatically and deploys them in form of a "super campaign", which does not require any operational inputs from the client.
• Product GMV Max optimizes organic delivery in addition to paid ad traffic, providing advertisers with incremental GMV that would not otherwise be attainable without Product GMV Max.

As a result, all orders generated from promoted products, including those from organic content and affiliate orders, will be counted as Product GMV Max.*Reminder: Product GMV Max helps improve the organic traffic of both seller videos and affiliate videos. Affiliate videos receive a commercial content label, and if you choose, you can label your seller videos with a branded content toggle.

Creative Pool of Product GMV Max

Any video with product anchor links (one or multiple) can be used by your GMV Max campaigns, but only videos that have been authorized to be used in ads can actually be used as ad creatives for Product GMV Max campaigns.Product GMV Max automatically fetches organic videos which have a corresponding product anchor link and uses them as ads for the selected products in the campaign, as long as these videos are authorized to be used in ads. The authorized sources from where videos can be fetched are:

1. Videos from TikTok Official Account of the shop
2. Videos from TikTok Business Account of the shop
3. Videos from Available TikTok Accounts in the shop's Seller Center (which are exactly Authorized TikTok Accounts in the shop's TikTok Business Center)
4. Spark ads posts (authorized code videos) in the TTAM Creative Library from the ad account which has been selected to run Product GMV Max (spark ads posts in other ad accounts cannot be used)

If sellers want to use Marketing TikTok Accounts or other TikTok accounts as creative sources, they should link these accounts to their shop in the Seller Center, thereby making them Available TikTok Accounts in the Seller Center.Also, it's suggested to run Product GMV Max in the frequently used ad account. This way, previously authorized spark ads posts can be used. Otherwise, sellers need to reauthorize these spark ads posts in the selected ad account one more time.

Check ad permission for TikTok Accounts in the Seller Center

1. Log into the Seller Center of the shop, click on the Marketing > Shop Ads tab on the left
2. Click on Manage account to the right of the ad account name

3. At the bottom of the page, in the Available TikTok accounts section, sellers can see all authorized TikTok Accounts in Business Center
   • If there is an Authorize now button, it means the official account doesn't give full ad permissions to the shop, just click the button and get the full ad permissions
   • If there is an Edit Access button, it means non-official accounts don't give full ad permissions to the shop, just click the button and get the full ad permissions
   • If there is a Get Permission button, it means these accounts have given full ad permissions to the shop, but the user logged in doesn't get the full ad permission, just click the button and get the full ad permissions
   • If there is no button, it means the permission is set correctly. Sellers are good to go!

Check the TikTok Accounts which have been used in campaign

1. In the Ad creative section during campaign creation, sellers can see how many TikTok Accounts have been used as creative source. By clicking xx TikTok accounts, sellers can see the full list of TikTok accounts
2. If some TikTok accounts with available creatives are missing from the list, please check whether these TikTok accounts have been linked to the shop and have given ad permission to the shop

How to add more creatives into the pool

1. Post videos with one single product anchor link in TikTok Official Account, TikTok Business Accounts or Available TikTok Accounts in the Shop's Seller Center
2. Add more TikTok accounts with videos that have one single product anchor link into the shop's Seller Center (e.g. Influencers' TikTok Accounts, Shop Marketing TikTok Accounts)
3. Add more Spark ads posts with one single product anchor link into the Creative Library on TTAM of the selected ad account that is running Product GMV Max (e.g. Influencers' TikTok Posts)

a) Steps to add more TikTok Accounts into the Seller Center

1. Log into the Seller Center of the shop, click the Marketing > Shop Ads tab
2. Click on Manage account to the right of the ad account name

3. At the bottom of the page, in the Available TikTok accounts section, sellers can see all authorized TikTok Accounts in Business Center
4. Click Connect account. You can add more TikTok accounts here and these accounts will be added in Business Center too
5. Use the TikTok App scan the QR code to give ad permission to the Business Center

b) Steps to add more Spark ads posts into the Creative Library

1. Log into the TTAM of the selected ad account, go to the Sparks ads posts tab in the Creative library

2. Click Apply for Authorization, fill in the code to search for the post and get authorization

Video Shopping Ads

Showcase your products to TikTok users through creative video content. Within the ad, your audience will find product details and can buy directly.

• In Seller Center, go to Marketing > Shop Ads tab, then click Create campaign. In TikTok Ads Manager, always select Shop Sales as campaign objective.
• Choose Video Shopping Ads as the type.
• For Targeting, ensure that your selection is set to be as broad as possible.
• The following full-funnel optimization goal options are available:
  • Gross Revenue
  • Purchase
  • Initiate Checkout
  • Click
• The following bidding options are available:
  • Highest gross revenue / maximum delivery
  • Target ROAS / Target CPA
• Select the product(s) you want to promote. You can add up to 20 products per ad.
• Select a TikTok Post or upload a video, to use as your ad creative. You are encouraged to turn as many of your relevant videos as possible, into ads.
• Complete the rest of the ad settings and Publish the ad.
• In campaign reporting, select Shop Ads in the column's dropdown to quickly view key metrics:
  • Total Cost: The estimated total amount of money you've spent on your campaign, ad group, or ad during its schedule.
  • Impressions: The number of times your ads were on screen.
  • Clicks: The number of clicks from your ads that lead to a specified destination.
  • CTR: The percentage of times people click to a specified destination after being shown your ad.
  • Checkouts Initiated (Shop): The number of Shop initiate checkout events that are attributed to your ads, such as clicks on "Buy now" and "Buy with coupon" buttons on your product pages.
  • Purchases (Shop): The number of Shop order submissions that are attributed to your ads.
  • Purchase Rate (Shop): The percentage of Shop purchases out of all click events.
  • ROAS (Shop): The total return on ad spend (ROAS) from Shop gross revenue attributed to your ads.
  • Gross Revenue (Shop): The Shop gross revenue attributed to your ads.

Product Shopping Ads

Product Shopping Ads are ads that use product images and information from your products' Product Details Page. When someone clicks on a Product Shopping Ad, they will go to a Product Details Page to learn more about your products and make a purchase. You can create Product Shopping Ads in TikTok Ads Manager.
Before getting started

• Ads for out-of-stock products will pause and resume once the product is back in stock.
• Ads use the latest Product Details Page image and information of the TikTok Shop in Seller Center.
• Each ad group can contain only one Product Shopping Ad. Create multiple ad groups to create more Product Shopping Ads.

How to create Product Shopping AdsTo create Product Shopping Ads:

1. Log in to TikTok Ads Manager.
2. Click Create ad.
3. Select Shop Sales as your ad objective.
4. Choose Product Shopping Ads as your Shop Ads type.
5. Choose the shop you want to use as your product source.
6. In the Bidding & optimization section, choose one of the following optimization goals:
   • Gross revenue: Maximize your gross revenue to achieve a desired return on ad spend (ROAS). You can provide a Target ROAS if you want to control your bidding, or leave this blank to achieve the highest possible gross revenue. Learn more about gross revenue optimization.
   • Purchases: Maximize the number of order submissions to get a lower cost per order. You can provide a Target CPA if you want to maintain an average cost per order submission.
   • Clicks: Maximize the number of clicks and minimize your cost per click. You can provide a custom Cost cap per click if you want to maintain an average cost per click.
7. In the Product details section, choose which products you want to promote. You can promote all of the products in your shop, or choose specific products:
   • All products: Show people the products they're most likely to purchase from your available inventory.
   • Specific products: Show people the products they're most likely to purchase from one or more products you select from your shop.
8. When you're finished, click Submit.

Your Product Shopping Ad will be submitted for review. When it's approved, people will see your ads in TikTok Recommendations and Search in the Shop Tab. Products you choose will appear in your Product Shopping Ads as long as they are available. If any of these products is out of stock, they'll no longer appear in your ads.
Best practices for Product Shopping AdsWith Product Shopping Ads, we take product images and information from the advertised product's Product Details Page (PDP) and show these product images to users in Shopping Center and Search.
Create Product Shopping Ads on TikTok Ads Manager. Learn how to advertise using product images from TikTok Shop.

• Use All Products vs Selected Products: Aim to have at least one active campaign with All Products to maximize the opportunities of having the ad shown in relevant moments. The more products you select, the higher the chance of getting your product exposed. Create campaigns with Selected Products when you have specific products with deals or new products in order to allocate a dedicated budget.
• Add relevant search keywords to the product name and enhance the product's first image: In Seller Center, optimize the product's name with relevant keywords in the product title. Select an enhanced image for the product's first image.
• Set competitive bids: When you use the Highest Gross Revenue bidding, set the initial budget at $50 or 20 times your expected cost per purchase. Adjust your budget gradually. Set the Target ROAS based on your business requirements.
• When to increase the daily budget: Increase the budget when the recent budget utilization exceeds 80% and performance is satisfactory. The system does not always spend close to 100% of the budget to avoid overspending.
  • If you use the Highest Gross Revenue bid strategy, increase the budget by 30% once per day and observe the ROAS changes. If the ROAS is still higher than your expectation, you can keep increasing the budget step by step.
  • After you increase the budget, you may see a slight decrease in ROAS before it recovers. Observe the ROAS for 2-3 days to look for stabilization.
  • Set a Target ROAS and increase the budget once the ROAS achieves the target. You can aim to get higher gross revenue.
• When to evaluate results: If you obtain two purchases from the ad group, do not evaluate the performance right away. Test by increasing the budget on the Highest Gross Revenue bidding or decreasing the Target ROAS to help the algorithm learn and pass the learning phase. Evaluate the results after 10-20 purchases.
• Simple troubleshooting steps: If your ads are not spending, check your account balance to see if the balance decreased to $0.
  • If your ad is not spending enough:
    • Check your account balance.
    • Check the amount of products.
    • Check your targeting and whether the audience estimation is narrow.
  • If ROAS suddenly dropped:
    • Check if the product offers/deals are still competitive, in stock, and available for purchase.
    • Change the product name, and add relevant keywords to the product name.
    • Change the product image.
  • If ROAS suddenly increased:
    • Observe for 1-2 days before you take action.
    • If you are using the Highest Gross Revenue bid strategy, increase the budget by 30% once per day and observe the ROAS changes.
    • If you are setting Target ROAS, check how much of the budget has been utilized. If more than 80% of the budget has been used, increase the budget. Review the account balance. When the account balance is lower than three days of average spending, add money to the balance.

Where To Get Help

Go to Ads Manager and click on Customer Support in top right corner, and submit a ticket: