How to Create TikTok Campaigns in XPO

Prerequisites

Before getting started, make sure you possess the following:  

• A TikTok Ads Manager account.
• At least one TikTok User account on TikTok with Ads Manager and/or Ad accounts.
• Access to manage the TikTok page and the Account Allocation page. (Learn more)

Once you have allocated the TikTok Account to your intended XPO account, it will reflect in XPO campaign creation and you can proceed to create TikTok campaigns and ad groups.

1. Create TikTok Campaigns In XPO

1. Quick Launch a new campaign and select TikTok as your channel.
2. Select a TikTok Ads Account that is linked to your XPO account. In addition to the linked accounts shown in the dropdown menu, you can easily add new ad accounts. Click on the + TikTok Ads Account, which will direct you to the TikTok Account Management page to link a new ad account to your XPO account. 
   
   
   
3. Enter your Campaign Name.
4. Select an Objective for your campaign. TikTok has many Objectives to choose from: Awareness, Consideration and Conversion.
   
   
   
5. Based on the Objective you select, you will be recommended a list of KPIs to choose from. Upon selecting a KPI, you will be required to set a Target.
   
6. You also have the option to include any Contract Information, if applicable. (note: MRR stands for Monthly Recurring Revenue.) These fields are purely for informational and your tracking purpose. Leave blank if you do not require such information.
   
   
   
7. Set the Timezone and the corresponding Start Date and End Date which your campaign will run.
   
   
   
8. Next, under the Budget section, you can set the Overall Budget Cap, Daily Budget Cap, and Budget Type at the campaign level. If you have selected TikTok as your only Channel, then 100% of your budget will be allocated to TikTok. If multiple channels are selected, then you can manually allocate the budget to TikTok based on your strategy.
   
   
   
9. You can enable a Bidding Strategy from the campaign level. Selected values will be applied to each ad group under this campaign.
   
   
   
10. Next, you can choose if you want to enable Cross-device Attribution for an additional fee. Enabling Cross-device attribution lets you track and measure the effectiveness of your campaigns across multiple devices. You also have the option to select a TikTok Conversion Goal (TikTok only supports one conversion goal). NOTE: TikTok Conversion does not support the following campaign objectives: Reach, Video Views, and Traffic.
    
    
    
11. Choose whether to add Partner Management Fees to your campaign based on any additional services you may provide.
    
12. Once you click Save, the TikTok campaign is successfully created. However, the status will still be shown as "Draft" as an ad group has not been created yet.

2. Create TikTok Ad Groups In XPO

1. After completing Step A - Create TikTok Campaign, proceed to create your strategy by clicking on +Ad Group.
2. TikTok will automatically be chosen if it's the only channel selected in the campaign form.
3. You will need to set a budget. 
   
   

   Budget Setting

   There are 2 types of budget settings that you can choose: Lifetime budgets: the maximum amount you are willing to spend on the campaign or ad group during the entire defined period the ad is run. Daily budgets: the maximum amount you are willing to spend on a campaign or ad group per day.   Once the campaign is published you cannot change the budget type.

4. Schedule the ad group under the campaign by setting the start and end dates. The Timezone will be automatically selected based on the campaign level.
   • The Start date must be after the campaign's start date.
   • The End date must be before or the same as the campaign’s end date. If your campaign was created without an end date, you can create the ad group without any end date.
5. Select targeting options.
   
   

   Targeting Mode	There are two types of modes available: Custom Targeting: Manually select targeting settings tailored to your users. Automatic Targeting: Automatically optimize your targeting settings according to your advertising objective, the content of your ad, past campaign data, and more.
   Custom Targeting	You can decide which type of users you want to show ads to. Below are the targeting options: Placement: TikTok Ad Manager gives advertisers numerous options when deciding what type of placement is best. While they recommend delivering ads across all apps to increase potential traffic, you can select your preferred placement type when creating an ad group. Placements cannot be changed after the ad group is saved successfully. There are two types of Placements: Automatic Placement: uses all the available placements to offer you the best result for your ad. In this mode, the ad system explores and learns from the most extensive audience scope, and places your ads across various applications. TikTok recommends this type of placement to most advertisers. Select Placement: manually choose the apps you wish to deliver your ads on. Here, TikTok recommends selecting multiple placements (more than one app) so that you have some flexibility to deliver ads and maximize results. You will not be able to change the placement once the ad group is saved.
   	Along with selecting the placement, you have access to advanced setting options that are supported by TikTok. You can enable/disable these options: User Comments: If enabled, your ads will most likely achieve more impressions and conversions. You can hide, pin, and reply to comments using TikTok comment management tools. Video Download: If enabled, you allow users to download your Video ads on TikTok.
   Geo Locations	Location targeting helps us to determine the countries/markets where the ads will be delivered.  You can select one or more Country/Region, State/Province, Metro Areas, City, and US DMA in this field. Click on +Add, and the list of locations will be listed. You can search and add your desired options too. Selecting at least one Location is mandatory. An error message will pop up if you proceed without selecting any location.
   Languages	Click on +Add in the Languages widget. All Languages supported by TikTok will be listed in the dropdown and you can select any Language to target. It is recommended to select the most common language(s) used in the Location you chose. If you don’t select any Language, there will be no control over what language your ads will target.
   Age & Gender	If you wish to limit Ad delivery to a specific Gender or Specific Age group, you can add it here. For Age, you can select from the different group(s) options provided by TikTok. For Gender, select either Male, Female, or No Limit (all genders).
   Interests	Interest Targeting is a way of finding people based on their long-term interests and interaction with content on TikTok. Using Interest Targeting is a great way to find a relevant audience for your ads. +Add from the Interests widget. You can select the Interest(s) from the dropdown.
   User Behaviors	Behavior Targeting lets you deliver ads based on the user's recent in-app behavior on TikTok. This can be an efficient method to improve campaign effectiveness. Behavior targeting focuses on a user's recent interactions with content. +Add from the Behaviors widget. There are three behavior categories you can choose from:
   	A. Video related behavior: People who've carried out different interactions with videos. Target users who have watched to end, liked, commented, or shared some content category. Click +Add and select the listed category(s) from the dropdown. Categories define what kind of videos users have interacted with. You can include a look-back window of either 7 days or 15 days.
   	B. Follower related behavior: People who've carried out different interactions with creators. Target users who follow certain types of Creators on TikTok or target users who have viewed the homepage of certain types of Creators on TikTok. Click on the +Add button to select a category from the list, these categories define what kind of creators user’s have interacted with. You can also select options such as Followed or View Profile to determine how users have interacted with creators.
   	C. Hashtag Interactions : Target users who have watched videos with different hashtags. To enable hashtag targeting, click on +Add and select hashtags from the list. You can also search and add hashtags to the list.
   Dayparting Settings	To select "when" you want to run your ads, you can select the options from Day & Time settings. You should be able to select options as All Day/ Weekdays/ Weekends and Weekdays (9 to 5).
   Devices	Target people based on their device setting. The different options here include: Operating System (OS): Select either All, Android, or iOS. If you select All, then you should be able to select OS from both Android and iOS. Device Model: Select device model(s) from the list of supported models. Connection Types: Select connection type(s). Carriers: Select the network operator(s) you wish to target. Device Price: Select the price range of the devices you want to target, from $1000 onwards. You may add your desired price as well.
   Creative Type	Here, you don't have to manage the efficiency of your ads manually, instead, use the option to optimize efficiency automatically. Once you enable the toggle Automated Creative Optimization, XPO will manage your ads more efficiently and effectively by automatically finding high-performing combinations of your creative assets. With Automated Creative Optimization, you can upload images or videos, add text, and select our call-to-action (CTA) buttons. XPO then automatically combines the creative assets into multiple ads for your campaign. These ads get continuously explored, evaluated, and optimized to find the optimal combination of variables. XPO then presents the best creative to your target audience based on the tested combinations. You will not be able to change the creative type once the ad group is saved.
   Targeting Expansion	Enabling Targeting Expansion allows you to raise your chances of reaching a broader audience and achieve a greater number of conversions.  If you choose to enable Targeting Expansion, you will have the option to expand one or more of the following settings: Audience: Target users based on your preferred audience segments. Gender: Target users based on gender. Age: Target users based on their age.  Interests & Behaviors: Target users based on their interests/behaviors.
   Bidding Strategy	There are various types of bidding strategies available that depend on your overall strategy and objectives. Bidding strategy for TikTok is based on the two supported objectives - Traffic and Conversions. TikTok supports three bidding strategies - Bid Cap, Cost Cap, and Lowest Cost. You will not be able to change the bidding strategy once the ad group is saved.

3. Create TikTok Creatives In XPO

1. Create your TikTok Creative or link an existing one.
2. Here's a detailed article on how to create a TikTok creative in XPO.

Once you have saved & published your Campaign, Ad Group, and Creative, your campaign goes live.

• You can edit, clone, delete, pause, & resume campaigns and ad groups in XPO.
• You can synchronize with TikTok. If you have made changes to a campaign or an ad group directly on TikTok, you can sync those TikTok campaigns/ad group's into XPO. Learn more here.