Following Google's Performance Max campaigns and Meta's Advantage + Shopping Campaigns, TikTok joined the race of offering automated advertising campaign solutions.
Given TikTok’s uncertain situation in the US market, an innovative push like this is much needed for the platform to gain advertisers trust. And to get a better standing in the market in order to maintain the ad spend flow into the platform.
But is it worth considering for advertisers?
We believe, yes.
Here are the few advantages advertisers can have by pulling this lever:
Saves plenty of time:
As smart campaign is easy to set up, optimize, and eliminate the number of manual steps required to create campaigns, it will simplify the campaign creation process. As a result, it will enable advertisers to launch campaigns quickly while saving significant time on campaign creation and execution.
Sharpen ad targeting:
TikTok smart campaigns, which use machine learning algorithms as their base, will allow advertisers to target audiences who are more likely to be interested in a particular brand’s products. This way, advertisers can reach the most relevant audience and thereby increase the engagement rate. It, in turn, will help to maximize the overall campaign's performance.
As advertisers are able to easily filter out the audience segments or ad placements that are unlikely to convert, the smart campaign helps advertisers ensure their ad spend will not get wasted. Thus, in our opinion, the TikTok Smart campaigns can possibly be a highly cost-effective option for advertisers.
That said, as more automation comes into play, concerns about less control for advertisers also arise.
However, as the world's attention shifts more towards AI and machine learning technology—given the phenomenal usage of ChatGPT in marketing, the boom of AI-powered search engines, etc.—advertisers are being pushed to experiment with automation products, such as innovative smart campaigns.
Ultimately, for any business, speed, efficiency, and ROI matter.
Besides, it ensures that platforms like TikTok or advertisers do not move off track and stay ahead of the curve.
And perhaps many other social platforms, like Pinterest and Snapchat, will soon join the race.
In a nutshell, we believe TikTok’s smart campaign is worth considering for advertisers who are looking to maximize campaign performance with limited time spent on campaign creation and optimization.