The company has announced improvements to its AI powered Smart+ ad options along with its ad performance tracking tools as it is looking to refine its ad systems for helping the brand maximize their campaigns during the holiday period.
It would be giving advertisers more control over their Smart+ campaigns which includes the ability to customize levels of automation in their budget, targeting and creative elements module by module.
There would be explicit control options in every section of the Smart+ campaign set up which would let you to manually set up each element or let Smart+ automate every aspect which would be leaning on TikTok improving AI targeting for driving results.
These Smart+ campaigns tend to learn from in-stream conversions and activity and then optimize your ad performance. You can trust this process and see what results you can get but these qualifiers tend to give you more control if you require. It is also looking for improving its Smart+ measurement elements where advertisers will be able to customize split tests on minutest level for getting insights into what has been driving results.
Symphony creative tools are also being integrated within Smart+ which would be giving advertisers more ways for creating and optimizing their performance content. The Recommended Creatives lets advertisers to quickly select Gen AI Videos depending upon what TikTok thinks would be best performance for their campaigns. The Automatic Enhancements lets advertisers optimize video performance with Gen AI by resizing the video, translation and dubbing, refreshing music or improvement of video and image quality.
There are more options for running of campaigns with automated and AI tools built in as options in every aspect. The extra control options would make it easier to maximize results depending upon inputs where you can automate every element and lead to reduction of manual workload. Even though results tend to vary but number of ad buyers are finding out that trusting of AI targeting and automation would be delivering improved results over a period of time.
TikTok has also rolled out new GMV Max dashboard which would be giving sellers visibility into which creators and creatives would be driving best results for their business.
GMV Max campaigns are looking to optimize performance depending upon TikTok Shop info and drive attention to your product promotions. The dashboard would be showing customizable and granular report on performance across products, campaign and creators which would help in overall sales while optimization of spend.
It is rolling out ways for measuring impact of ad beyond last click conversion through third party data integration and Assisted Conversion tracking. For driving performance results in the reporting tools, they have enabled seamless integration with third party tool like Google Analytics. Advertisers who saw performance saw 54% increase in conversion and 27% decrease in CPA in Google Analytics results.
Assisted conversions helps un understanding which last click channel users convert after being primed for purchase by TikTok. One out of four TikTok attributed conversions happened after a user viewed an ad and then navigated directly to the website for purchasing same day conversions which would have gone uncounted. The new elements would be displaying an extended overview of the conversion metrics which would be helping to optimize understanding of TikTok performance.
