Header Banner
Header Banner

Set up an Ad Group in TikTok Ads Manager

Our ad group guide shows you exactly how to define your target audience, budget, schedule, bidding method and delivery type.

Ads that run on TikTok Ads Manager have three parts: campaigns, ad groups, and ads. A campaign can include one or more ad groups.

After creating a campaign you will need to set up your ad group. At the ad group level, you can define your ad details, target audience, budget, schedule, bidding method and delivery type. 

Step 1: Name your Ad Group

Step 2: Ad Details

In the 'Ad Details' section, you need to fill out details related to the app or landing page you want to promote.

  • URL Type:  Depending on your campaign objective, you can choose to include a link to a website or campaign landing page.

  • Display Name: Enter the brand name or app name you want to display to your audience.

  • Profile Image: Upload your profile image. The profile image will be shown to your audience as part of the ad. The image aspect ratio must be 1:1 and no more than 50 KB.

  • Category: Select an ad category that accurately describes your promotion. This helps our advertising optimisation model run more effectively.

  • Ad Tags: Describe your App/Website with accurate keywords (limit of 20 tags). Our algorithms will use the tags to match your ads with our audience.

  • User Comment: If 'User Comment' is turned off, your audience will not be able to comment on your ads on TikTok.

  • Video Download: If 'Video Download' is turned off, your audience will not be able to download your video ads on TikTok.

Step 3: Creative Type

When 'Automated Creative Optimisation' is turned on, the system will automatically generate combinations of your creative assets (images, videos and ad texts), and deliver only the highest-performing combinations. You can upload your creative assets when creating your ad.

Step 4: TargetingTargeting on TikTok Ads Manager offers numerous options including creating or excluding a custom audience or lookalike audience. There are also demographic and device options for you to narrow your audience, including age, gender, interest, operating system, and carrier targeting. For a full list of targeting options, see the article on Ad Targeting.

Step 5: Budget & Schedule

In the 'Budget & Schedule' section, you need to select the timing and budget for your ad.

  • Budget: Whether you set a 'Daily Budget' (no less than €20) or a 'Lifetime Budget' (no less than €20), your ad spend for the ad group will not exceed the budget.

  • Schedule: Under 'Schedule', you can set the start and end time for your ads. You can choose a date range to run your ad or continuously run your ad after the start date.

  • Dayparting: This allows you to select certain time periods within the day. The selected time period ranges from half an hour to 24 hours.

    • If you select 'All day', your ads will run throughout the day during the scheduled campaign time.

    • If you choose 'Select Specific Time', your ads will run at specific time periods during the scheduled campaign time.

      • Note: The time zone for this 'Select Specific Time' is based on the time zone set by your account.

Step 6: Bidding & Optimisation

Here you can select your bidding process & optimisation options and input third-party tracking links to monitor ad performance. Optimisation Goal: There are three types of optimisation goals to choose from: 'Conversion', 'Click' and 'Reach'. Some campaign objectives will set this by default.

  • Billing Event: The system automatically sets the billing event based on the 'Optimisation Goal'.

    • If your optimisation goal is 'Reach', your ads will be billed as CPM (Cost Per Mille).

    • If your optimisation goal is to 'Click', your ad will be billed as CPC (Cost Per Click).

    • If your optimisation goal is 'Conversions', your bidding method is oCPC (optimisation Cost Per Click) and the payment method is CPC.

    • See more details in Bidding Methods on TikTok Ads Manager.

  • Smart Optimisation: This allows you to decide how the system optimises conversion events and conducts smart delivery. We recommend you activate 'Smart Optimisation' for efficient conversions.

  • Bid Strategy: In 'Standard Bid' mode, the system tends to control your cost per result more strictly so that the average cost per result stays within your bid throughout the delivery process.

  • Bidding: Set how much you are willing to pay per thousand impressions, per click, or per conversion, and our algorithm will deliver you ads based on your bid.

  • Delivery Type: There are two different ad delivery strategies to determine how your ad budget will be spent. You can choose either 'Standard' or 'Accelerate'.

    • 'Standard': Your ad budget will be spent evenly during the scheduled campaign time.

    • 'Accelerate': Your ad budget will be spent as quick as possible during the scheduled campaign time.

    • See more details in Delivery Type.

  • Third-party tracking settings: In order to help you track your ad performance and attribution, we have partnered with several third-party tracking platforms.

Note: Once your ad group is created, the 'Start Date', 'Optimisation Goal', 'Conversion Event' and 'Smart Optimisation' cannot be changed.

Note: CPM bidding is currently only available for TopBuzz, BuzzVideo, and NewsRepublic.

Once you’ve finished your ad group setup, click 'Next' and you’ll be taken to the ad creation page to Create an Ad.

Note: There is an ad group creation limit of 999 ad groups per campaign.You can learn more about using TikTok Ads Manager here.

Sign up to the TikTok newsletter


By clicking the ‘Sign Up’ button, you agree to TikTok for Business’ Privacy Policy and that you’re happy to receive our updates.