In brief
- Budget strategy: campaign budget (split automatically between ad groups) or ad group budget (you set each group).
- Daily budget: TikTok may spend a little more on some days; over a calendar week, it does not exceed 7 times the daily budget.
- Bid: target cost per result (optional) or maximum results.
- Schedule: continuous delivery or start and end dates, with optional dayparting.
Why it matters
The budget sets the volume; the target cost sets the price you aim for. A target cost that is too low limits delivery.
The steps
- At the campaign level, choose Campaign budget (minimum €20.00) or Ad group budget.
- At the ad group level, enter the daily budget.
- In Optimization and bidding, enter a target cost per result close to your recent average cost if needed. Under More options, check the billing event and the delivery type (standard: spends as evenly as possible).
- In Schedule, choose Run continuously or Set a start and end date. Under More options, dayparting lets you pick the hours in a weekly grid.
- For app promotion, objective-based budget increase can raise the budget when 90% of it has been used and the target cost is met (the amount and number of increases are limited).
Pitfalls to avoid
- A budget that is too low to get enough results.
- An unrealistic target cost.
- Changing budget and bids often: this can restart learning.
- A campaign budget with groups that have different optimization goals.
Frequently asked questions
Why does spend exceed my budget on some days? It can go up to 1.25 times the daily budget, within the limit of 7 times per week.
What is the minimum budget? €20.00 per day for a campaign budget in the tool; you often need more to get enough results.
Key takeaways
- Budget = volume; target cost = target price.
- 7 times the daily budget per calendar week at most.
- Avoid frequent changes.
Practice in TRIALO
Test a very low target cost, then a realistic one in the same group: fast-forward 7 days and compare spend and results.