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TikTok Rolls Out Automated Ad Targeting Options

Overview

  • TikTok introduced new campaign optimisation tools – Smart+ GMV Max, Conversion Lift Study (CLS), and Privacy-enhancing Technology.
  • Smart+ will automate the entire ad campaign process, from targeting and bidding to creative optimisation.
  • GMV Max will focus on retail and e-commerce, automating TikTok Shop campaigns and optimising ads to drive more gross merchandise value (GMV).
  • TikTok’s Conversion Lift Study (CLS) and Privacy-Enhancing Technologies (PETs)will help advertisers measure the true impact of their ads and gain insights while maintaining data privacy
  • House of Marketers insights for businesses and creators. 

TikTok has announced a range of new ad automation making it even easier for businesses to run ads with new AI-driven solutions like,

  1. Smart+ for Campaign Performance Automation
  2. GMV Max for Commerce and Retail Optimisation
  3. Campaign Impact measurement tools like Conversion Lift Study (CLS) &

Privacy-Enhancing Technologies 

With these new features TikTok aims to help marketers run ads more effectively while optimising for better results. Whether you’re focused on performance or retail, these tools are here to make your life easier.

Let’s break down what these new features mean for you as a marketer.

Smart+ for Campaign Performance Automation

What is Smart+?

Smart+ is TikTok’s all-in-one performance solution that automates your social media ad campaigns from start to finish. That means you can set up a campaign, and Smart+ takes care of the rest—from targeting and bidding to creative optimisation. It’s like having a personal assistant for your TikTok ads, helping you reach the right people with the right ads.

Image Source: Tiktok

Unique Features of  Smart+

Smart+ offers three key perks for marketers: better performance, less effort and less creative fatigue

  1. Smart+ uses machine learning and AI to predict which ads will perform best, helping you meet your business goals faster.
  2. Once you set up a Smart+ campaign, TikTok handles the heavy lifting. It optimises your ads, saving you time and hassle.
  3. Smart+ automatically rotates your ads to prevent burnout and maximise results.

Setting up Smart+ is simple—you can access it through TikTok Ads Manager with just a few clicks. From there, the AI will optimise everything based on your goals, ensuring your campaign delivers better performance without you needing to tweak it constantly.

Why Smart+ Matters for Marketers

Smart+ takes the guesswork out of running ads on TikTok. Whether you’re looking to drive traffic, generate leads, or increase app installs, Smart+ has got you covered. Here are the different types of campaigns it supports:

  1. Smart+ Web Campaigns: Great for driving website traffic and conversions.
  2. Smart+ Catalog Ads: Automatically shows relevant products to people based on their interests.
  3. Smart+ App Campaigns: Helps boost app installs and engagement.
  4. Smart+ Lead Generation Campaigns: Turns interested viewers into high-value customers.

Ray-Ban utilised TikTok’s Smart+ Catalog Ad Campaign when they wanted to connect with younger, digital-savvy audiences. 

Roberta Atzori, Senior Performance Marketing Manager at EssilorLuxottica, shared that by using Smart+, they saw impressive results—a 50% drop in cost per acquisition, a 47% bump in conversion rates, and a 42% increase in return on ad spend (ROAS). 

It’s safe to say Smart+ helped them win big.

Now that we’ve covered how Smart+ can streamline performance marketing and enhance your campaign efficiency, let’s shift gears to a tool designed specifically for e-commerce. 

GMV Max for Commerce and Retail Optimisation

What’s GMV Max?

If you’re running a TikTok Shop, GMV Max is your new best friend. This tool automates your campaign setup, helping you increase your gross merchandise value (GMV) without the usual manual work.

While Smart+ focuses on automating ad performance, GMV Max takes a more commerce-driven approach, helping businesses drive revenue with minimal manual effort. 

Here’s how it works and why it’s a game-changer for retail marketers.

Source: Tiktok

How Does GMV Max Work?

GMV Max pulls in all your available creatives—organic videos, affiliate content, and paid ads—and uses them in one automated campaign. It doesn’t just optimise your paid ads; it also boosts the performance of your organic content, which is a game-changer for maximising revenue.

Why Should Marketers Use GMV Max?

Here’s 3 ways why GMV Max can save you time and money,

  1. Quick Setup: Campaign setup time is cut in half. Just pick the products you want to promote, set your ROI target and budget, and let GMV Max handle the rest.
  2. Smarter Spending: GMV Max figures out which creatives, placements, and audiences will give you the best results, ensuring your budget is used wisely.
  3. Wider Reach: Your ads will automatically show up across all TikTok placements, from the For You feed to the Shop Tab and Search, all in one campaign.

Arrae’s focus was driving sales and return on investment (ROI) while minimising cost per acquisition (CPA). Arrae chose GMV Max to enhance the delivery of their organic traffic & to help maximise purchases and GMV. 

“GMV Max allows us to focus on other parts of the funnel that are more important, like creative optimisation.” as stated by Nish Samantray, Arrae Cofounder.

In early testing, brands using GMV Max saw an average of 30% more gross merchandise value . 

Not bad for an automated solution that does most of the work for you!

Now to further dig deep into getting your money’s worth with ROAS TikTok has introduced some campaign impact measurement tools

Campaign Impact measurement tools

Advertisers can now get a clearer understanding of how their ads are performing while ensuring data privacy. Let’s dive into two of the key innovations making this possible: Conversion Lift Study (CLS) and Privacy-Enhancing Technologies (PETs).

Conversion Lift Study (CLS)

Conversion Lift Study (CLS)—a tool that shows the real impact of your TikTok ads. By comparing groups that see your ads to those that don’t, CLS measures which conversions are directly driven by TikTok, helping you make smarter decisions about your marketing budget.

Here’s how it works,

  1. When you run a TikTok campaign, TikTok sets up two groups: one that sees your ads and one that doesn’t, while both still get your other marketing efforts.
  2. You securely share your conversion data (from tools like TikTok Pixel or the Events API) with TikTok.
  3. Tiktok compares the conversions in each group to measure the lift from your TikTok ads.
  4. Tiktok experts provide a detailed report with key insights and recommendations to optimise your strategy.

With CLS, you get clear data on how TikTok is driving real results for your business ad campaigns.

Source: TikTok

Privacy-Enhancing Technologies (PETs). 

Along with this, TikTok is introducing Privacy-Enhancing Technologies (PETs). These tools allow advertisers to gain valuable consumer insights without needing to upload their audience data directly to TikTok. Instead, PETs integrate with third-party and open-source providers, offering advanced privacy features while still enabling effective campaign optimisation.

HOM Insights

With the upcoming holiday season, TikTok has been rolling out new and improved features to keep up with the holiday rush and to facilitate marketers.

At House of Marketers, we see TikTok’s new AI-driven tools, Smart+ and GMV Max, as a game-changing opportunity for businesses to optimise their ad performance and stay ahead of the competition. 

With machine learning and predictive AI, these solutions allow marketers to automatically adjust campaigns in real-time, reducing creative fatigue fine-tuning ad delivery, and making data-driven ad campaigns for maximum impact. 

Embracing these tools helps brands stay on the cutting edge of digital advertising, aligning their strategies with the latest industry innovations for greater efficiency and results.

Wrapping It Up

With TikTok’s SMART+, GMV Max, and tools like Conversion Lift Study (CLS) and Privacy-Enhancing Technologies (PETs), marketers can optimise ad campaigns, measure impact, and ensure data privacy. These AI-powered solutions streamline campaign management and provide valuable insights, making it easier to achieve your marketing goals with minimal effort.

Ready to take your TikTok marketing to the next level? Contact House of Marketers today to explore how our expertise can help you craft effective ad campaigns that resonate with your audience and achieve your goals. 


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