TikTok aims 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 trust TikTok’s machine learning systems to fully target and optimize ads.
As explained by TikTok:
“Smart Performance Campaign is our first end-to-end automation solution that uses machine learning to achieve the best performance and marketing goals. 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.”
As machine learning processes get smarter, no more platforms offer more automated campaign solutions, and TikTok’s new option aims to make it as easy as possible, through a “complete hands-off” process.
“By leveraging machine learning, getting started with Smart Performance Campaign is as easy as it sounds. All you need is a marketing goal, budget, country, and creative assets to get started.”
Getting marketers to put their full trust in an automated campaign process like this is a big challenge, but again, these systems are getting a lot smarter, and many performance advertisers are now recommending moving toward automated targeting systems to a greater extent left to improve campaign results.
According to TikTok, Smart Performance campaigns are good for advertisers who are new to TikTok or for marketers who don’t have practical campaign management resources.
Of course, it’s impossible to know what the results might be like unless you experiment with the option, but TikTok also notes that app promotion campaigns using this process outperformed campaigns set up manually in early testing.
“One of our early adopters, Bolt, took part in testing the Smart Performance Campaign to see how it fared in promoting the acquisition of new drivers in South Africa. Bolt ran a 14-day A/B test campaign using Smart Performance Campaign, which reduced CPA by 27% and generated 40% more purchases. To continue the success, Bolt has rolled out the Smart Performance Campaign in additional markets including the UK, Spain, Sweden, Romania and Portugal.”
It might be worth considering, at least for a test – although it’s not yet available for all brands.
TikTok says so Smart Performance Campaign will be available globally for Android app advertising campaigns later this month, with more to come later this year.
Interested advertisers can reach out to their TikTok partner contact to inquire about participating in trials.