TikTok’s looking to make it easier for advertisers to maximize their in-app results, with a new automated ad process called ‘Smart Performance Campaigns’, which essentially requires you to put your trust into TikTok’s machine learning systems for full ad targeting and optimization.
As TikTok explains:
“Smart Performance Campaign is our first end-to-end automation solution that leverages machine learning to optimize for best performance and marketing goals. In order to reach the right people and maximize results, Smart Performance Campaign is designed to run performance campaigns at scale, while reducing the number of manual steps to drive results.”
Smart Ads
With machine learning processes constantly evolving and getting smarter, more platforms aren’t offering more automated campaign solutions, and TikTok’s new option aims to make it as simple as possible, via a ‘completely hands-off’ process.
“Through leveraging machine learning, getting started with Smart Performance Campaign is as easy as it sounds. All you need is a marketing objective, budget, country, and creative assets to begin.”
It’s not the lightest thing to ask marketers to essentially put their faith in an automated campaign process such as this, but again, these systems are getting much smarter. In fact, many performance advertisers now recommend trusting in automated targeting systems, to a larger degree, to improve campaign results.
TikTok says that Smart Performance Campaigns are better suited for advertisers that are new to TikTok. Either that or those that don’t have hands-on campaign management resources. Of course, it’s impossible to know what the results might be unless you experiment with the option, but TikTok does note that during early testing, app promotion campaigns using this process have outperformed campaigns that were manually set up. As reported:
“One of our early adopters, Bolt, took part in testing Smart Performance Campaign to see how it performed in boosting acquisition of new riders in South Africa. Bolt ran a 14-day A/B test campaign with Smart Performance Campaign that lowered CPA by 27% and generated 40% more purchase actions. To continue the success, Bolt has rolled out Smart Performance Campaign across additional markets including the UK, Spain, Sweden, Romania, and Portugal.”
The Wrap
It may be worth considering, at least for running a test or two. However, it’s not available to all brands just yet. TikTok says that Smart Performance Campaigns will be available globally for Android App Promotion campaigns at the end of the month, with more to come later in the year. Interested advertisers can contact their TikTok partner contact to ask about participating in testing.
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Sources