TikTok Ads — Platform Playbook
In-Feed, Spark Ads, TopView, Shopping, CPAS
Last updated: March 2026
Campaign Types & When to Use
| Objective | Use When | Bidding | Min Budget |
|---|---|---|---|
| Conversions (Website) | Landing page form fills. Requires TikTok Pixel. Best for lead gen. | Lowest Cost > Cost Cap (50+ conv) | ฿500+/day |
| Lead Generation | In-app lead forms. Lower friction, lower quality. Good for TOF. | Lowest Cost | ฿500+/day |
| Traffic | Website visits. Content/blog promotion or building Pixel audiences. | Lowest Cost | ฿300+/day |
| Reach / Video Views | Brand awareness. Build retargeting pools (25/50/75% watched). | Lowest Cost / Optimized CPM | ฿300+/day |
| Product Shopping | Products from TikTok Shop catalog in-feed. Very strong in Thailand. | Lowest Cost > Target ROAS | ฿500+/day |
| Live Shopping | Promote live shopping sessions. Pair with KOL hosts. | Lowest Cost | ฿500+/day |
| CPAS (Collaborative) | Brand shares catalog with Shopee/Lazada via TikTok. | Lowest Cost | ฿500+/day |
Creative Best Practices
| Principle | Standard |
|---|---|
| Format | 9:16 vertical video. 15–30 sec (conversion), 6–15 sec (awareness). Native-looking, not polished. |
| Hook | First 2–3 seconds decide everything. Question, bold statement, or visual disruption. |
| UGC wins | UGC outperforms brand-produced ~55% ROI. Unbranded UGC ~19% better than branded. |
| Spark Ads | Boost organic creator posts as ads. Retains social proof. Use actual KOL content. |
| Refresh cycle | Replace/add new creatives every 2–3 weeks. Add to existing ad group, don't create new. |
| Sound | Sound ON by default. Use trending sounds, voiceover, music. Always add captions. |
TikTok Creative Fatigue
TikTok creatives fatigue faster than any other platform. Monitor Hook Rate (<25% = weak hook) and Hold Rate (<30% = not engaging after hook). Replace creatives proactively — don't wait for performance to drop.