Smart+ is TikTok's automation solution designed to streamline advertising by connecting brands with the right audiences and communities. It enhances business returns through three key benefits: return on investment via AI-driven campaigns, return on effort by automating ad creation and optimization, and return on creative by reducing creative fatigue with AI-powered tools.
Key Features and Updates
- Creative for Smart+ with Auto-select: This feature automates creative management by scanning existing ads and creator content to recommend top-performing creatives, currently available for Smart+ App campaigns. TikTok handles creator payments and logistics at no extra cost.
- Ad Preview in TikTok Ads Manager: Advertisers can preview all creative combinations before launch, improving error detection, approval speed, and iteration.
- Upgraded Efficiency Tools: Tools like duplication, draft mode, automated rules, and bulk editing now enhance Smart+ workflows, reducing manual effort.
How Smart+ Works
Smart+ offers fine-tuning across targeting, creative, placement, and budget:
- Targeting: Define parameters such as location, age, and language, with options for automatic or manual targeting.
- Budget & Bid: Use automated Campaign Budget Optimization (CBO) or manual budget and bidding strategies.
- Placement & Brand Safety: Automatic Placement simplifies reaching users while ensuring brand safety.
- Campaign Structure: Supports up to 30 ad groups per campaign, 30 asset groups per ad group, and 50 creatives per asset group, enabling diverse creative-text combinations and multiple URLs.
- Reporting: Enhanced creative-level reporting analyzes performance by Creative, Text, and Enhancement.
- Ad-Level Operations: Provides clear visibility and streamlined management at asset group and individual creative levels.
Campaign Types
Smart+ Sales Campaigns: Focus on driving sales with automation and catalog intelligence. Smart+ Catalog Ads convert static catalogs into optimized shoppable ads, showing a 36% reduction in cost per acquisition (CPA) in beta tests. Benefits include always-on engagement, personalized ads, and website/app optimization.
Smart+ App Campaigns: Designed for app marketers, offering flexible bidding aligned with goals like installs or ROAS, plus near real-time iOS conversion reporting for enhanced performance visibility.
Smart+ Lead Generation Campaigns: Balance lead quality and quantity using multiple formats (Instant Forms, Web Forms, Messaging, Call Ads, Automotive Ads). Features deep funnel optimization and goal-based bidding like Cost Cap for efficient scaling.
Symphony Automation Integration
Smart+ now incorporates TikTok Symphony Automation, leveraging generative AI to:
- Recommended Creatives: Suggest best-performing assets and generate TikTok-ready videos from product URLs to combat creative fatigue.
- Automatic Enhancements: One-click improvements to video/image quality, resizing, music/hooks refresh, and translation/dubbing into 50+ languages.
Use Cases and Results
- Ray-Ban: Boosted sales and efficiency in the US using Smart+ Catalog Ads.
- Motel Rocks: Scaled performance and lowered CPA with Smart+ Catalog Ads.
- Taimi: Increased app installs and reduced cost per user on iOS with Smart+ App Campaign.
- Copilot Careers: Achieved more cost-efficient leads through Smart+ Lead Generation.
Smart+ supports all performance objectives, from sales and traffic to app promotion and lead generation, with automation customizable to specific business goals. Early access to the upgraded Smart+ experience is available through TikTok partners.
This summary captures the main features, benefits, campaign types, and recent enhancements of TikTok's Smart+ automation solution, emphasizing its AI-driven efficiency, creative optimization, and measurable business impact.
