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Bidding

1. Bidding strategy​

TikTok Ads Manager currently supports 2 bidding strategies.

  • Cost Cap (goal-based): Control the average cost per result from the auction.
  • Maximum Delivery (spend-based): Maximize the number of results for your budget.

See more details here.

Maximum Delivery​

Choose Maximum Delivery if you want to scale and are flexible with CPA. Delivery expectations:

  • Stable budget consumption (daily spend).
  • Flexible CPA in response to competition.

Cost Cap​

Choose Cost Cap if you want to control your CPA. Delivery expectations:

  • Stable CPA (equal to or lower than your bid)
  • Flexible budget consumption (daily spend)
note

Consider running Maximum Delivery & Cost Cap strategies at the same time in different ad groups.