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Master TikTok Ads For E-commerce (Full Step-By-Step Guide!)

Master TikTok Ads For E-commerce (Full Step-By-Step Guide!)

In this article, we will provide a comprehensive guide on how to set up, run, optimize, and iterate TikTok ads for e-commerce brands. We will walk you through the process of selecting the right ad creatives, producing them, uploading them to TikTok, and structuring your campaign. Whether you have a lower-end budget or a higher budget, this strategy will work for you.

Step 1: Creating a New Campaign

To begin, you need to go to the TikTok Ads Manager and click on "Create" to start a new campaign. Choose the campaign objective based on your goal, such as website conversions for sales. If prompted to choose between simplified or custom mode, always choose custom mode for more control.

Step 2: Campaign and Ad Set Structure

The campaign structure will consist of one campaign with a CBO (Campaign Budget Optimization) enabled. Within this campaign, you will have ad sets based on different products, collections, or events. Each ad set will have three ad creatives and two pieces of copy. Utilize TikTok's Smart Creative Ads feature to group multiple ad variations under one ad.

Step 3: Targeting and Optimization

When it comes to targeting, it is recommended to leave it broad, limiting only by age, gender, country, or region. TikTok's algorithm will optimize and find the best users for your ads. Set the optimization event to "Complete Payment" for e-commerce. Leave placements to automatic unless you notice any issues with specific placements.

Step 4: Ad Level Details

Turn on Smart Creative Ads at the ad level. This feature allows you to create variations of the same ad with different hooks and copy. Create three variations of the same ad with two pieces of copy each. The hooks can be visual or text-based, aligning with your overall angle for the ad.

Step 5: Uploading Images and Videos

Upload the ad creatives you have produced. You can have different video variations within one ad, showcasing different hooks. Add two pieces of copy to the ad, reflecting the hooks. Set the dynamic call-to-action to "Standard" and add the URL for the landing page.

Step 6: Optimization and Scaling

Monitor the performance of your ads for at least three days. If an ad set has spent three times the cost per acquisition (CPA) target and has spent over the average order value (AOV), continue to let it run. If it spends less or doesn't meet the KPI standard, kill it. If an ad set outperforms and takes around 40% of the total CBO budget, extract the winning combination and move it to your main ad set.

Step 7: Scaling Up and Budget Adjustment

If your overall campaign is above the KPI, increase the campaign budget by 20%. Monitor the results for the next few days. If the campaign continues to perform well, increase the budget further. If it falls below the KPI, stabilize or decrease the budget.

By following these steps and continuously optimizing and scaling based on performance, you can master TikTok ads for your e-commerce brand and achieve success.

Keyword: TikTok ads, e-commerce, campaign, ad set, ad creative, optimization, scaling, CBO, targeting, Smart Creative Ads, copy, hooks, performance, campaign budget


  1. What type of campaign objective should I choose for e-commerce TikTok ads?

    • The recommended objective is website conversions to drive sales for e-commerce brands.
  2. How do I structure my campaign and ad sets for TikTok ads?

    • Create one campaign with a CBO enabled and have ad sets based on different products, collections, or events.
  3. Can I target specific audiences on TikTok?

    • While you can limit age, gender, country, or region, it is recommended to leave targeting broad and let TikTok's algorithm optimize for the best users.
  4. How many ad creatives should I have within an ad set?

    • You should have three ad variations with two pieces of copy each within an ad set.
  5. How do I optimize and scale my TikTok ads?

    • Monitor the performance of your ads for at least three days. Kill underperforming ad sets and extract winning combinations to your main ad set. Increase the budget if the campaign performs well above the KPI.