Ahead of Black Friday, TikTok Launches 5 New Advertising Tools
As TikTok continues to evolve, the platform is positioning itself as a more powerful tool for digital marketing, moving beyond its entertainment roots to help brands achieve concrete business results. With the introduction of five new advertising tools, TikTok aims to give digital marketers and media agencies new ways to optimize their campaigns, streamline operations, and boost conversion rates.
1. Smart+: Smart+ is a new automated performance advertising tool that makes campaign management more efficient by optimizing targeting, bidding, and creative selection. The tool is versatile, supporting campaigns for web traffic, catalog ads, app installs, and lead generation. Early results have shown significant improvements in cost per acquisition and return on ad spend, making it a crucial addition for agencies looking to enhance ad efficiency.
2. GMV Max: For e-commerce brands, GMV Max is a game-changer. This tool automates the creation of TikTok Shop campaigns, helping merchants drive their gross merchandise value (GMV) by simplifying the ad operations process. It optimizes traffic across a variety of content types, including organic posts, paid ads, and affiliate content, enabling more cohesive and efficient campaigns. Initial testing has shown a 30% uplift in GMV for merchants using GMV Max, suggesting that this tool can significantly boost e-commerce sales and provide a strong return on investment.
3. Out of Phone: Retail TikTok is also expanding its reach into physical retail environments with Out of Phone: Retail. This tool brings TikTok’s highly engaging content into in-store digital advertising, creating an omnichannel experience that bridges online and offline shopping. Retailers can now showcase TikTok content in-store, allowing customers to interact with branded videos and shop for products directly, further blurring the lines between e-commerce and physical retail.
4. Conversion Lift Studies: For digital marketers looking to better understand the real-world impact of their TikTok campaigns, Conversion Lift Studies (CLS) offer valuable insights. This tool helps brands measure TikTok’s business impact beyond simple click-and-buy actions by tracking conversion lift. Businesses can see a clearer picture of how TikTok ads influence customer behavior and sales, with internal data showing an average conversion lift of 25% for users exposed to TikTok ads compared to those who weren't.
5. Privacy-Enhancing Technologies (PETs): With data privacy becoming a growing concern, TikTok is introducing Privacy-Enhancing Technologies (PETs) to offer advanced privacy measures for advertisers. PETs integrate with third-party providers to allow advertisers to use first-party data while maintaining compliance with privacy standards. This feature helps digital marketers continue to run targeted and effective campaigns without compromising on user privacy.
These tools mark a significant shift in TikTok’s advertising strategy, positioning the platform as an increasingly sophisticated tool for driving business results. The introduction of Smart+ and GMV Max helps advertisers optimize their campaigns for greater efficiency, while Conversion Lift Studies provide deeper insights into TikTok’s impact on conversion rates. With features like Out of Phone: Retail, TikTok is also tapping into the omnichannel space, blending online and offline shopping in innovative ways.
TikTok’s new tools are not just theoretical improvements—they have already shown measurable success. According to TikTok's internal data:
61% of users have purchased something after viewing content on TikTok.
79% of purchases driven by TikTok are not attributed to the platform via traditional measurement methods.
TikTok conversions are typically undervalued by 73% when measured through simple click-and-buy actions alone.
These statistics illustrate TikTok’s power to influence purchase decisions, highlighting its growing importance in the digital marketing ecosystem.