Best practices for Targeting
Targeting is one of the key aspects of any marketing strategies and one of the most important components of any campaign setup as well as success. Targeting can be selected during the ad group creation process. Learn more about Ad Targeting in TikTok Ads Manager.
When creating new campaigns, keep in mind the following tips and best practices when selecting your targeting settings:
Smart+ Campaigns: If you set your campaign setup to Smart+ campaign, based on what you provide, then Smart+ Campaigns will assist you in automatically selecting the best targeting settings for you. Learn more about Smart+ Campaigns.
Broad Targeting: Start with a broad audience. Ads in TikTok Ads Manager that reach a "fairly broad" audience - defined as including over 80% of the potential users in a given country - tend to outperform all others by a wide margin. Fairly Broad audiences achieve -15% lower Cost per Action (CPA) and 20% higher conversion rates on average compared to narrower audiences. Learn more about Broad Targeting.
Create custom and lookalike audiences to help drive results. Learn more about Custom Audiences and Lookalike Audiences.
Learn more about Broad Targeting.
Smart Targeting: If you are using Audiences or Interests and Behavior targeting settings, enable Smart Targeting for the best results. Smart Targeting helps you find users most likely to complete your objective, such as completing a payment. Smart Targeting reduces Cost Per Acquisition (CPA) and ad fatigue for most advertisers. Learn more about Smart Targeting.
Re-Target Audiences: You can re-target audiences you've already targeted if you have your data connections setup. This helps you continue to drive your audience down the funnel.
Known Audiences: You can target audiences known to work for your business by using Demographic Targeting, Interest and Behavior Targeting, or Custom Audiences. Learn more about Interest Targeting and Behavior Targeting.
Avoid Narrow Audience Size: Setting your audience too narrow may cause Ad Groups difficulty exiting the learning phase, increasing the likelihood of creative fatigue. Only consider a narrow targeting if you have a specific need, such as operating in a few zip codes or if you have validated it through testing.
