Automation tools will also be available in TikTok Shop ads to optimize bidding, budgeting, ads management and creative, as well as merchant costs like affiliate payouts, ad spend and platform fees.
“Moving from return on ad spend to overall return on investment is a major step forward in our vision moving from being a media partner to becoming a true business partner for our customers,” said Adolfo Fernández, global head of performance solutions and operations for TikTok.
Triquetra Health, an Ohio-based health and wellness brand that piloted the TikTok Shop automation tools, saw its ROI increase fourfold and sales jump by 136%, while also saving 10 hours per week that was previously spent tweaking campaigns, Fernández said.
For brands, the company debuted two new tools: Interactive Add-Ons for TopView, which lets advertisers add pop-out elements and countdown stickers, and Duet with Branded Mission, which lets advertisers participate in duets alongside creators.
TikTok also launched Unified Lift, a tool that combines conversion and brand data to give a more comprehensive view of a campaign’s impact.
“The ability to turn audience attention and engagement into impulse purchasing will be a game changer for brands, especially emerging brands in cluttered categories,” Dave Kersey, chief media officer at GSD&M, told ADWEEK.
Automation around performance and improvements in measurement tools are welcome developments, another buyer told ADWEEK, noting that “connecting the dots between social in-platform results versus clients’ first-party sources has been a challenge.”