MAKE SMART+ FOR YOU WORK SMARTER
Smart+ is TikTok's AI-powered automation solution for performance campaigns. Whether you're launching with a product catalog or without one, this is your guide to setting up for success from the start.
SIMPLIFIED SETUP. STRONGER STARTS.
Step 1
If you...
Choose the right campaign type
Don't have a product catalog
Have a connected product catalogue
Use...
Smart+ campaign
Smart+ campaign and the 'use catalog' toggle
Already run manual campaigns Split Test
Why it matters...
Drive conversions to a direct landing page
Dynamically surface relevant products
Identify whether Smart+ outperforms current strategy
Tips Smart+ campaigns work best when paired with clear inputs and structured testing.
See the 'Test & Learn' section for how to compare accurately
Step 2
Pick
Set up for success
Smart+ (without catalog) set-up
Smart+ (with catalog) set-up Element
Produ
Da
Id
D
Da
Id
D
Cr
Foundational best practices for launch
Apply these principles to all Smart+ campaigns
NFIDENT SCAL
ING.
CON
Understand the learning phase
Smart+ campaigns require more time to optimise than manual campaigns.
S LEARNING. Once your campaign is live, give it the space to optimise and scale thoughtfully. Tips Avoid editing during the learning phase, as changes can reset performance signals.
Only compare Smart+ to previous campaigns if targeting, creatives, landing page, and budget are like for like.
Optimization tactics for top performers
Tactic
Creative refresh
Budget scaling
Campaign structuring
Test features
How to apply it
Upload 3 to 5 new creatives weekly. Rotate headlines and formats to prevent fatigue
If approaching 80% spend and performing well, scale in max 30% increments. Wait 1 to 2 days before further edits
Only create new Smart+ campaigns for different themes or landing pages
Experiment with Spark Ads for Smart+, Image/Carousel Ads for Smart+, and Catalog Carousel Editor
Common pitfalls to avoid
Editing too early (within the first 7 days)
Benchmarking against campaigns with different inputs
Using fewer than 6 creative assets
Scaling budgets too aggressively or too often
Allow time. Let Smart+ learn. Then optimize.
TEST AND LEARN + REAL WORLD SUCCESS
How to run a Smart+ vs Manual split test
Use this method to assess whether Smart+ outperforms your existing campaign setup:
Element
Campaign type
Targeting
Creative / Budget / URL
Optimization objective
Duration
Campaign A (Manual)
Sales > Manual Campaign: Catalog off (manual web campaign OR on (manual Catalog campaign)
Broad (18+)
Must be identical
Same in both campaigns
Minimum 2 weeks
Campaign B (Smart+)
Sales > Smart+ Campaign Catalog off (Smart+ eb campaign OR on (Smart+ Catalog campaign)
Smart+ automation (Broad 18+)
Must be identical
Same in both campaigns
Minimum 2 weeks
Evaluation KPIs CPA, ROAS, CVR CPA, ROAS, CVR
Tips Use TikTok Ads Manager's Smart+ Split Test Flow
Avoid changes during the test period
Let performance determine which campaign to scale
What success looks like
Smart+ has delivered measurable success across categories: Aim’n
+17.5% ROAS
Smart+ Catalog vs. Manual Catalog Ads in Sweden
21.7% ROAS
Smart+ Catalog vs. Manual Catalog Ads in Germany Read the case study
What's next?
Leverage Split Testing tool to compare results from Smart+ with your manual campaigns. Speak to your TikTok representative to get started.
Use this guide to review your setup and creative mix
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