• Accelerate Seller Growth, Boost Sales & Revenue

• Enhances Visibility & Engagement

• Competitive Advantage in the E-commerce Space

• Customize ROI and Ads Budgets

2.1 TikTok Shop Ads Product Map

2.2 Available Shop Ads Type

4.1 What is GMV Max?

GMV Max Guidelines: https://ads.tiktok.com/help/article/gmv-max-guidelines?lang=en

4.1.1 Top Features

4.1.2 How it works

1. Products promoted in GMV Max campaigns cannot be used in Standard Shop Ads (VSA/PSA). Therefore, for advertisers wishing to promote products in GMV Max, all ads featuring the said product must be paused. Advertisers can pause all ads featuring said product during the GMV Max campaign creation phase. They will see a pop-up to pause all existing ads featuring that product.
2. Product GMV Max requires a high volume of creative velocity, advertisers must be able to produce high quality video assets and product images (for their product listing). Product GMV Max automatically selects ad formats (VSA or PSA) and positions them in various ad placements to reach potential customers, including in-feed, search, ShopTab and more. On the premise of achieving the ROI goal, it will optimize the GMV of the promoted products to their maximum extent.
3. Product GMV Max can automatically retrieve videos with product anchor links from available TikTok accounts, as well as Spark Ads posts with product anchor links that are uploaded into the ad account to be used as ad creatives. In auto-select mode, it can also leverage videos that have been used in VSA, even if they don't have product anchor links (including ads only videos)
4. GMV Max helps improve the organic traffic of both seller videos and affiliate videos. Affiliate videos receive a commercial content label, and if you choose, you can label your seller videos with a branded content toggle.

4.1.3 Advantages

• Core advantage 1: Automated intelligent delivery ; for all ad places, automatically pull all material delivery, automatic material granularity budget control, maximize payment placement efficiency
• Core Advantage 2: Natural Traffic and Advertising Traffic Global Collaboration ; By Disturbing Natural Sorting, Give Merchants More Natural Exposure and Promote Natural GMV Growth
• Core Advantage 3: Exclusive rights : commission is included in the advertising bid, exclusive QCPX coupons, automatic compensation

4.1.4 Product GMV Max / Live GMV Max

A. Resources

• Use TikTok Business Help Center ：https://ads.tiktok.com/help/?lang=enget to get more detailed and relevant information

B. Ad Format & Placement

C. Additional Feature (Under Allowlist)

• Live GMV Max: Viewer Boost Launch

• Maximize Reach During Peak Seasons: Pre-set boosts for scheduled LIVEs to capture those additional audiences.
• Kickstart New Shops & Accounts: Gain viewer traction for new sellers and TikTok accounts.
• Elevate Host Engagement: Increase viewership to keep your talent/ hosts motivated.
• Amplify Hero & New Products: Ensure your new brands and hero products get maximum visibility during LIVE launches.

• Set up short bursts of Viewer Boost at strategic moments of your livestream (e.g. at the start of livestream or after changing hosts when views are lower)
• Set up Viewer Boost at least 30 mins in advance for the system to pick up in its bidding algorithm.

4.2 Why GMV Max?

4.2.2 Why is it important for our customers?

1. Get the more out of your TikTok Shop Content: GMV Max fetches all available TikTok Shop creatives, including affiliate creative, and deploys them in the form of a single, automated paid advertising campaign
2. No more guesswork: GMV max automates the end to end campaign creation and optimization, making it easy and seamless to launch a paid advertising campaign
3. Increase your TikTok Shop Sales: GMV Max helps maximize your total sales including organic, providing your TikTok Shop with incremental GMV that would not otherwise be attainable

4.2.3 How is GMV Max better for our customers?

1. Easy campaign set-up and optimization : Select the products, an ROI target, and your budget, and leave the rest to be automated.
2. Spend budgets more efficiently: Maximize results without overspending driven by cost controlling bidding models.
3. Maximize Shop revenue: GMV Max focuses on growing your bottom line, with incremental revenue as the key metric for business growth.
4. Improve traffic from all content: GMV Max optimizes all TikTok Shop traffic sources to maximize ROI and provides a holistic view of performance.

4.2.4 Customer Base and Advantages

4.3 How to set-up GMV Max?

GMV Max is available in SEA (ID, MY, PH, SG, TH, VN) via TikTok Ads Manager and Seller Center.

4.3.1 Step 1: Payment

For more information about Payment👉Payment Method

• Available creditline: Overall creditline amount (Only monthly invoice)
• Available Cash: Overall cash amount
• Available ad credit: Overall ad credit amount
• Payment method: Types of payment methods linked
• Billing Option: shows the payment methods

• You can find all the information about the ad credit promotion on this page.

• You can find all the invoices on this page

• Transaction: This page displays the transactions that have been made, including balance top-ups and bill payments.

• Cost: This page shows the daily ad spend for each campaign.

4.3.2 Step 2: Account Authorization

How to authorize an ad account to run a LIVE GMV Max campaign in Business Center: https://ads.tiktok.com/help/article/how-to-authorize-an-ad-account-to-run-a-live-gmv-max-campaign-in-business?lang=en

• For shop users, all these assets need to be in Shop BC
• For agency users, all these assets need to be in Partner BC
• Videos in linked TikTok accounts can be utilized by GMV Max automatically

• Shop users also need access to Seller Center if they create GMV Max in Seller Center
• Agency users need to apply for GMV Max authorization from Partner BC to create GMV Max

• For agency users, they can designate an ad account as the GMV Max account during the GMV Max authorization application process

• The GMV Max ad account, TikTok accounts, and TikTok Shop need to be in the same BC for running GMV Max
• Users who want to create GMV Max must have permission for the GMV Max ad account, TikTok accounts, and shop ad promotion
• Only the ad account set as GMV Max account in Seller Center can be used to create GMV Max

4.3.3 Step 3: Set-up at Seller Center

4.3.4 Step 3: Set-up at Ads Manager

4.3.5 Set a Product GMV Max Campaign

4.3.6 Set a Live GMV Max Campaign

[External] Shop Ads LIVE GMV Max Set-up Guide

A. Seller Center Set-up

B. TTAM Set-up

5.1 How to evaluate performance （All Stages）

• GMV Max leverages all available creatives automatically and deploys them in form of a "super campaign", which does not require any operational inputs from the seller
• GMV Max optimizes organic delivery in addition to paid ad traffic, providing advertisers with incremental GMV that would not otherwise be attainable without GMV max.

5.1.1 Check the total non-LIVE GMV of promoted products

1. Log into the Seller Center, and click Data Compass -> Product
2. Modify the metrics to display the GMV and LIVE GMV of the products, and you can obtain the non-LIVE GMV by calculation
   • The non-LIVE GMV here excludes the platform price subsidy and should be lower than the GMV that you can obtain from the ads dashboard, which includes the platform price subsidy

• You can also check the SKU orders of selected product in this dashboard, which should be equal to the SKU orders what you can obtain from the ads dashboard (Orders and SKU

3. Change the time window to check if there is an incremental GMV for promoted products before and after implementing Product GMV Max
   • *Note: Organic GMV naturally fluctuates over time. Consequently, sellers may notice a decrease in non-LIVE GMV when organic GMV drops, particularly after promotional periods. If there is a significant dip in organic GMV, the overall non-LIVE GMV will inevitably decline as well. For this reason, such periods are not ideal for evaluating the effectiveness of Product GMV Max, as it could lead to the mistaken perception that the ads are ineffective, when in fact the decline is due to a decrease in the organic GMV of the product.

5.1.2 No incremental GMV? Check whether the ROI target/Budget setting is appropriate

1. Set an ROI target which is higher than the recommended value (historical level), which negatively impacts ad performance. It's normal to observe reduced spending when increasing the ROI target.
2. Set a low budget, resulting in ads not running to their full potential.

Recommended ROI target = historical non-LIVE GMV of products / historical ads cost spent on products

• Based on this formula, you can understand that actually (1/ROI target) is the marketing cost rate of products. If you haven't run ads before and don't have historical data, you can set the ROI target based on the marketing cost rate you want
• You can lower the ROI target if a higher marketing cost rate is acceptable. Normally, lowering the ROI target results in a higher cost & total non-LIVE GMV. But if you set a ROI target that is higher than the historical level, it's normal to see reduced spending and GMV but get a lower marketing cost rate

Recommended budget = 2 * historical non-LIVE GMV of products / ROI target

• Please provide 100% more budget to ensure there is room for non-LIVE GMV growth
• However, be aware that the budget will only be fully utilized if the ROI target is achieved. It's common to see a low Budget Utilization rate, particularly when you set a high ROI target.
• Please increase the budget on time and always keep the budget consumption rate below 80%

5.1.3 Compare the performance of Product GMV Max with VSA/PSA

5.2 Best Practices (Onboarding/Cold start Stage)

5.5 ROI Set (All Stages)

5.6 Assets (All Stages)

5.6.1 Creative Assets

5.6.2 Affiliate Creator Assets

• Cost: The total amount you've spent on your ads during its schedule.
• Orders(SKU): The number of individual SKU orders completed during the GMV Max campaign.
• Cost per order: The average cost incurred for each order placed. (cost/orders)
• Total gross revenue: The total gross revenue of TikTok Shop orders attributed to your campaign. It's the amount the user pays, plus TikTok Shop price subsidies provided to the user (doesn't include shipping subsidies & tax).
• ROI: The total return on investment (ROI) from all TikTok Shop orders attributed to your campaign. (total gross revenue/cost)

1. AM Managed or GBS managed: Ongoing incentive policies for various ads apply to different seller types and campaign stages. For details, please do not hesitate to reach out to your Account Manager (AM) or GBS managed—they will be pleased to assist you！！
2. AM UnManaged: Please access the Incentive Policy through the "Mission" section in Seller Center.
   

For general questions, please try to use our Business Platform to find more answers.

• TikTok Shop Academy https://seller-id.tokopedia.com/university/home?identity=1&content_id=6984307411814160&role=seller
• Ads Help Center https://ads.tiktok.com/help/article/set-up-tiktok-shopping?lang=en

10.1 Troubleshooting

10.2 System Abnormality Issue

• Reporting metrics/attribution discrepancies
• Extended periods of ROI target underachievement (<80% achievement)
• Issues with GMV Max campaign reporting or visibility in 3M
• Adoption of scaling best practices (e.g., lowering target ROI) without the expected results
• GMV Max campaign failing to spend (no spend recorded or suddenly stops spending)
• Bugs or UI issues in Seller Center or TTAM

10.3 Talking Points

10.4 FAQs

10.4.1 Attribution

10.4.2 Bids and budget

10.4.3 Creatives

10.4.4 Reporting

4.1 What is GMV Max?

GMV Max Guidelines: https://ads.tiktok.com/help/article/gmv-max-guidelines?lang=en

4.1.1 Top Features

4.1.2 How it works

1. Products promoted in GMV Max campaigns cannot be used in Standard Shop Ads (VSA/PSA). Therefore, for advertisers wishing to promote products in GMV Max, all ads featuring the said product must be paused. Advertisers can pause all ads featuring said product during the GMV Max campaign creation phase. They will see a pop-up to pause all existing ads featuring that product.
2. Product GMV Max requires a high volume of creative velocity, advertisers must be able to produce high quality video assets and product images (for their product listing). Product GMV Max automatically selects ad formats (VSA or PSA) and positions them in various ad placements to reach potential customers, including in-feed, search, ShopTab and more. On the premise of achieving the ROI goal, it will optimize the GMV of the promoted products to their maximum extent.
3. Product GMV Max can automatically retrieve videos with product anchor links from available TikTok accounts, as well as Spark Ads posts with product anchor links that are uploaded into the ad account to be used as ad creatives. In auto-select mode, it can also leverage videos that have been used in VSA, even if they don't have product anchor links (including ads only videos)
4. GMV Max helps improve the organic traffic of both seller videos and affiliate videos. Affiliate videos receive a commercial content label, and if you choose, you can label your seller videos with a branded content toggle.

4.1.3

• Core advantage 1: Automated intelligent delivery ; for all ad places, automatically pull all material delivery, automatic material granularity budget control, maximize payment placement efficiency
• Core Advantage 2: Natural Traffic and Advertising Traffic Global Collaboration ; By Disturbing Natural Sorting, Give Merchants More Natural Exposure and Promote Natural GMV Growth
• Core Advantage 3: Exclusive rights : commission is included in the advertising bid, exclusive QCPX coupons, automatic compensation

4.1.4 Product GMV Max/Live GMV Max

A. Resources

• Use TikTok Business Help Center ：https://ads.tiktok.com/help/?lang=enget to get more detailed and relevant information

B. Ad Format & Placement

C. Additional Features（Under allowlist）

• Live GMV Max: Viewer Boost Launch

• Maximize Reach During Peak Seasons: Pre-set boosts for scheduled LIVEs to capture those additional audiences.
• Kickstart New Shops & Accounts: Gain viewer traction for new sellers and TikTok accounts.
• Elevate Host Engagement: Increase viewership to keep your talent/ hosts motivated.
• Amplify Hero & New Products: Ensure your new brands and hero products get maximum visibility during LIVE launches.

• Set up short bursts of Viewer Boost at strategic moments of your livestream (e.g. at the start of livestream or after changing hosts when views are lower)
• Set up Viewer Boost at least 30 mins in advance for the system to pick up in its bidding algorithm.
• Live GMV Max: Creative Boost Launch

4.2 Why GMV Max?

[CommDoc] Product GMV Max [Internal only]

4.2.1 GMV Max Pitch Deck

4.2.2 Why is it important for our customers?

1. Get the more out of your TikTok Shop Content: GMV Max fetches all available TikTok Shop creatives, including affiliate creative, and deploys them in the form of a single, automated paid advertising campaign
2. No more guesswork: GMV max automates the end to end campaign creation and optimization, making it easy and seamless to launch a paid advertising campaign
3. Increase your TikTok Shop Sales: GMV Max helps maximize your total sales including organic, providing your TikTok Shop with incremental GMV that would not otherwise be attainable

4.2.3 How is GMV Max better for our customers?

1. Easy campaign set-up and optimization : Select the products, an ROI target, and your budget, and leave the rest to be automated.
2. Spend budgets more efficiently: Maximize results without overspending driven by cost controlling bidding models.
3. Maximize Shop revenue: GMV Max focuses on growing your bottom line, with incremental revenue as the key metric for business growth.
4. Improve traffic from all content: GMV Max optimizes all TikTok Shop traffic sources to maximize ROI and provides a holistic view of performance.

4.2.4 Customer Base and Advantages

How to set-up GMV Max? 📣📣📣

GMV Max is available in SEA (ID, MY, PH, SG, TH, VN) via TikTok Ads Manager and Seller Center.

4.3.1 Step 1: Payment

For more information about Payment👉Payment Method

• Available creditline: Overall creditline amount (Only monthly invoice)
• Available Cash: Overall cash amount
• Available ad credit: Overall ad credit amount
• Payment method: Types of payment methods linked
• Billing Option: shows the payment methods
  

• You can find all the information about the ad credit promotion on this page.
  

• You can find all the invoices on this page
  

• Transaction: This page displays the transactions that have been made, including balance top-ups and bill payments.
  
• Cost: This page shows the daily ad spend for each campaign.
  

4.3.2 Step 2: Account Authorization

[Shop Ads | PSO] GMV Max Account Authorization

How to authorize an ad account to run a LIVE GMV Max campaign in Business Center: https://ads.tiktok.com/help/article/how-to-authorize-an-ad-account-to-run-a-live-gmv-max-campaign-in-business?lang=en

• For shop users, all these assets need to be in Shop BC
• For agency users, all these assets need to be in Partner BC
• Videos in linked TikTok accounts can be utilized by GMV Max automatically

• Shop users also need access to Seller Center if they create GMV Max in Seller Center
• Agency users need to apply for GMV Max authorization from Partner BC to create GMV Max

• For agency users, they can designate an ad account as the GMV Max account during the GMV Max authorization application process

• The GMV Max ad account, TikTok accounts, and TikTok Shop need to be in the same BC for running GMV Max
• Users who want to create GMV Max must have permission for the GMV Max ad account, TikTok accounts, and shop ad promotion
• Only the ad account set as GMV Max account in Seller Center can be used to create GMV Max

4.3.3 Step 3: Set-up at Seller Center

4.3.4 Step 3: Set-up at Ads Manager

4.3.5 Set a Product GMV Max Campaign

4.3.6 Set a Live GMV Max Campaign

[External] Shop Ads LIVE GMV Max Set-up Guide

A. Seller Center Set-up

B. TTAM Set-up

5.1 How to evaluate performance （All Stages）

• GMV Max leverages all available creatives automatically and deploys them in form of a "super campaign", which does not require any operational inputs from the seller
• GMV Max optimizes organic delivery in addition to paid ad traffic, providing advertisers with incremental GMV that would not otherwise be attainable without GMV max.

5.1.1 Check the total non-LIVE GMV of promoted products

1. Log into the Seller Center, and click Data Compass -> Product
2. Modify the metrics to display the GMV and LIVE GMV of the products, and you can obtain the non-LIVE GMV by calculation
   • The non-LIVE GMV here excludes the platform price subsidy and should be lower than the GMV that you can obtain from the ads dashboard, which includes the platform price subsidy
     
   • You can also check the SKU orders of selected product in this dashboard, which should be equal to the SKU orders what you can obtain from the ads dashboard (Orders and SKU
     
3. Change the time window to check if there is an incremental GMV for promoted products before and after implementing Product GMV Max
   • *Note: Organic GMV naturally fluctuates over time. Consequently, sellers may notice a decrease in non-LIVE GMV when organic GMV drops, particularly after promotional periods. If there is a significant dip in organic GMV, the overall non-LIVE GMV will inevitably decline as well. For this reason, such periods are not ideal for evaluating the effectiveness of Product GMV Max, as it could lead to the mistaken perception that the ads are ineffective, when in fact the decline is due to a decrease in the organic GMV of the product.

5.1.2 No incremental GMV? Check whether the ROI target/Budget setting is appropriate

1. Set an ROI target which is higher than the recommended value (historical level), which negatively impacts ad performance. It's normal to observe reduced spending when increasing the ROI target.
2. Set a low budget, resulting in ads not running to their full potential.

• Based on this formula, you can understand that actually (1/ROI target) is the marketing cost rate of products. If you haven't run ads before and don't have historical data, you can set the ROI target based on the marketing cost rate you want

• Please provide 100% more budget to ensure there is room for non-LIVE GMV growth
• However, be aware that the budget will only be fully utilized if the ROI target is achieved. It's common to see a low Budget Utilization rate, particularly when you set a high ROI target.

5.1.3 Compare the performance of Product GMV Max with VSA/PSA

5.3 Advanced Campaign Optimization Plan（Scale-up Stage）

As GMV max is entirely automated, there are few optimization levers an advertiser can pull. The idea with GMV max is that by automating the optimization for clients, clients now have more time to focus on creatives.

5.4 Industrial strategies （Scale-up/ Mature Stage）

5.5 ROI Set (All Stages)

[Shop Ads | PSO] Varied ROI recommendations in Product GMV Max commDoc

5.6 Assets (All Stages)

5.6.1 Creative Assets

5.6.2 Affiliate Creator Assets

6.1 Product GMV Max

6.1.1 PGM Self Debug SOP

A. Set-up trouble shooting

1. Lack Access

• Access to operate shop officia🔎l TikTok account and Shop Ads tab in Seller Center (Shop Admin Role)
• Access to operate the ad account and linked TikTok accounts in Business Center (BC Admin Role)
  • Ensure that all linked TikTok accounts are assigned to the user with advertising permissions
    

• To run Product GMV Max in Seller Center, a user would need:

2. Product Unavailable

• Due to factors such as violations or out-of-stock issues, products that are unavailable on the e-commerce side cannot be used to create ads
• If you turn off the original campaign and notice the product status is unavailable when creating a new one, please wait around 5 minutes for the system to release the product from the old campaign
• In other situations, raise an issue to your sales rep with the affected Product ID

B. Performance Troubleshooting

1. Poor ROI Achievement

2. Low Spending

6.1.2 BAU Best Practice (BAU period)

6.1.3 Mega Sales Best Practice (Campaign period)

A. Determine Client's Primary Goals

• Client profile: For clients who deliver as much as possible and achieve the highest GMV, while maintaining a desired ROI

• Product GMV Max
  • Continuously produce and post new creatives with product anchor links. The campaign performance is largely dependent on the number and the quality of creatives
  • Authorize affiliate videos for Product GMV Max if they haven't been used yet
  • Increase product competitiveness in the market, such as lowering prices if possible, etc

• What can enable my campaign to spend more & maximize results on Mega Sale without changing the target?

• Client profile: For clients who want to spend a fixed amount of budget on Shop Ads, allowing some ROI fluctuation, likely those who have already signed packages with TTS and have to fulfill spending obligations

• Lowering the ROI target can increase spending on Product GMV Max. Sellers can lower the ROI target on the day of the sales and observe cost changes over the next 2-3 hours to decide whether to further reduce the ROI to increase spending

• Product GMV Max

• Phase 1: Backend testing, since Aug 20th
  • Available on the backend for allowlisting
    • Product GMV MaxProduct GMV Max Maximum Delivery Backend Test Sign-ups
  • Sign-ups are now unlimited in open beta. Please sign your advertiser up. The campaign will be allowlisted for the Max delivery as soon as possible, likely within 1 working day
• Phase 2: Frontend testing, since Oct 29
  • Registration has not yet started

• Highly recommended for advertisers who wish to maximise budget consumption during Mega Sale Days
• Based on the given budget within the campaign, advertisers can expect at least 80% budget consumption rate for the given time period
• Target ROI is no longer guaranteed. Budget consumption will be the campaign's first priority, consistent with TTAM's Maximum Delivery bidding, with the goal to maximise gross revenue while fully spending the budget
• Feature timeline:

• ROI to set = 10/(2000/1000) = 5
• Expected ad cost = $2000/5 = $400 USD

• No testing stage, GA estimated on November 4th

• Based on historical data, we will provide three tiers of ROI targets, each with an estimated GMV that can be achieved under the corresponding target
• Whenever you choose the highest or lowest ROI targets, we will provide three new tiered targets again to help you further adjust your goals and achieve GMV goal
• Feature timeline:

B. Emphasize Mega Sale Best Practices

• Limited stock for good-performing products can heavily impact GMV Max's scalability

• Limited creatives may result in creative fatigue and stagnant ad performance
• For LIVE GMV Max, recommend creating video creatives which invite users into the liveroom

• Aggressive platform discounts on other platforms may lead to lower CVR% on TikTok Shop

• Take note of TikTok Shop policies and avoid moderation policy violations on product level which may result in ad rejections
• Ensure high and stable amount of inventory, particularly for top-performing products
• Maintain a good variety and amount of creatives
• Ensure price competitiveness across platforms for key sales seasons, particularly for new shops

6.2 Live GMV Max

6.2.1 LGM Self Debug SOP

A. Set-up troubleshooting

If you are not able to select a TikTok Identity to run LIVE GMV Max, ensure to activate Mutually Exclusive Ads Deactivation

1. Mutually Exclusive Ads Deactivation can be activated during the process of setting up the primary account, whether the seller has not set up a primary account yet, or wants to set up a new primary account.

This feature allows sellers to instantly turn off conflicting TTAM campaigns (VSA/PSA/LSA) across all ad accounts with one single click, via the seller center ad creation page, instead of manually turning them off on TTAM.

2. If Mutually Exclusive Ads Deactivation hasn't been activated in the primary account, it can be activated during the process of creating GMV Max campaigns.

3. Once Mutually Exclusive Ads Deactivation is active, sellers can choose the official TikTok account to run LIVE GMV Max. Upon clicking 'publish', a notification will appear with a list of mutually exclusive ads that will be turned off, asking the seller to double-confirm.

However, Mutually Exclusive Ads Deactivation will not be effective when selecting non-official TikTok accounts as the LIVE source.

To disable conflicting ads for non-official TIkTok accounts, please refer to [Shop Ads | PSO] LIVE GMV Max: Exclusive Authorisation for Non-official Accounts Commdoc

B. Performance Troubleshooting

1. Poor ROI Achievement

2. Low Spending

• Campaign period

6.2.2 Mega Sales Best Practice

A. Determine Primary Goals

• Client profile: For clients who deliver as much as possible and achieve the highest GMV, while maintaining a desired ROI

• Follow liveroom best practices and compare performance between hosts to increase the attractiveness of the LIVE. The campaign performance is largely dependent on the quality of the liveroom
• Post more videos which feature products shown in the livestream and invite users to join the LIVE. Video-to-LIVE creative feature will automatically be applied on your campaigns

• What can enable my campaign to spend more & maximize results on Mega Sale without changing the target?

• Client profile: For clients who want to spend a fixed amount of budget on Shop Ads, allowing some ROI fluctuation, likely those who have already signed packages with TTS and have to fulfill spending obligations

• ROI to set = 10/(2000/1000) = 5
• Expected ad cost = $2000/5 = $400 USD

B. Other Mega Sale Best Practices

• Limited stock for good-performing products can heavily impact GMV Max's scalability

1. Limited creatives may result in creative fatigue and stagnant ad performance
2. For LIVE GMV Max, recommend creating video creatives which invite users into the liveroom

1. Aggressive platform discounts on other platforms may lead to lower CVR% on TikTok Shop

1. Take note of TikTok Shop policies and avoid moderation policy violations on product level which may result in ad rejections
2. Ensure high and stable amount of inventory, particularly for top-performing products
3. Maintain a good variety and amount of creatives
4. Ensure price competitiveness across platforms for key sales seasons, particularly for new shops

• Cost: The total amount you've spent on your ads during its schedule.
• Orders(SKU): The number of individual SKU orders completed during the GMV Max campaign.
• Cost per order: The average cost incurred for each order placed. (cost/orders)
• Total gross revenue: The total gross revenue of TikTok Shop orders attributed to your campaign. It's the amount the user pays, plus TikTok Shop price subsidies provided to the user (doesn't include shipping subsidies & tax).
• ROI: The total return on investment (ROI) from all TikTok Shop orders attributed to your campaign. (total gross revenue/cost)
  

8.1 One Pager

8.2 More Showcases

1. View“Shop Ads” Showcase👉Commerce Ads | Showcase Collection

1. AM Managed or GBS managed: Ongoing incentive policies for various ads apply to different seller types and campaign stages. For details, please do not hesitate to reach out to your Account Manager (AM) or GBS managed—they will be pleased to assist you！！
2. AM UnManaged: Please access the Incentive Policy through the "Mission" section in Seller Center.
   

For general questions, please try to use our Business Platform to find more answers.

• TikTok Shop Academy https://seller-id.tokopedia.com/university/home?identity=1&content_id=6984307411814160&role=seller
• Ads Help Center https://ads.tiktok.com/help/article/set-up-tiktok-shopping?lang=en

10.1 Troubleshooting

10.2 System Abnormality Issue

• Reporting metrics/attribution discrepancies
• Extended periods of ROI target underachievement (<80% achievement)
• Issues with GMV Max campaign reporting or visibility in 3M
• Adoption of scaling best practices (e.g., lowering target ROI) without the expected results
• GMV Max campaign failing to spend (no spend recorded or suddenly stops spending)
• Bugs or UI issues in Seller Center or TTAM

10.3 Talking Points

10.4 FAQs

10.4.1 Attribution

10.4.2 Bids and budget

10.4.3 Creatives

10.4.4 Reporting

How to evaluate performance （All Stages）

• GMV Max leverages all available creatives automatically and deploys them in form of a "super campaign", which does not require any operational inputs from the seller
• GMV Max optimizes organic delivery in addition to paid ad traffic, providing advertisers with incremental GMV that would not otherwise be attainable without GMV max.

5.1.1 Check the total non-LIVE GMV of promoted products

1. Log into the Seller Center, and click Data Compass -> Product
2. Modify the metrics to display the GMV and LIVE GMV of the products, and you can obtain the non-LIVE GMV by calculation
   • The non-LIVE GMV here excludes the platform price subsidy and should be lower than the GMV that you can obtain from the ads dashboard, which includes the platform price subsidy
     
   • You can also check the SKU orders of selected product in this dashboard, which should be equal to the SKU orders what you can obtain from the ads dashboard (Orders and SKU
     
3. Change the time window to check if there is an incremental GMV for promoted products before and after implementing Product GMV Max
   • *Note: Organic GMV naturally fluctuates over time. Consequently, sellers may notice a decrease in non-LIVE GMV when organic GMV drops, particularly after promotional periods. If there is a significant dip in organic GMV, the overall non-LIVE GMV will inevitably decline as well. For this reason, such periods are not ideal for evaluating the effectiveness of Product GMV Max, as it could lead to the mistaken perception that the ads are ineffective, when in fact the decline is due to a decrease in the organic GMV of the product.

5.1.2 No incremental GMV? Check whether the ROI target/Budget setting is appropriate

1. Set an ROI target which is higher than the recommended value (historical level), which negatively impacts ad performance. It's normal to observe reduced spending when increasing the ROI target.
2. Set a low budget, resulting in ads not running to their full potential.

• Based on this formula, you can understand that actually (1/ROI target) is the marketing cost rate of products. If you haven't run ads before and don't have historical data, you can set the ROI target based on the marketing cost rate you want

• Please provide 100% more budget to ensure there is room for non-LIVE GMV growth
• However, be aware that the budget will only be fully utilized if the ROI target is achieved. It's common to see a low Budget Utilization rate, particularly when you set a high ROI target.

5.1.3 Compare the performance of Product GMV Max with VSA/PSA

Industrial strategies (Scale-up/ Mature Stage)

ROI Set (All Stages)

[Shop Ads | PSO] Varied ROI recommendations in Product GMV Max commDoc

5.6 Assets (All Stages)

5.6.1 Creative Assets

5.6.2 Affiliate Creator Assets

6.1 Product GMV Max

6.1.1 PGM Self Debug SOP

A. Set-up trouble shooting

1. Lack Access

• Access to operate shop officia🔎l TikTok account and Shop Ads tab in Seller Center (Shop Admin Role)
• Access to operate the ad account and linked TikTok accounts in Business Center (BC Admin Role)
  • Ensure that all linked TikTok accounts are assigned to the user with advertising permissions
    

• To run Product GMV Max in Seller Center, a user would need:

2. Product Unavailable

• Due to factors such as violations or out-of-stock issues, products that are unavailable on the e-commerce side cannot be used to create ads
• If you turn off the original campaign and notice the product status is unavailable when creating a new one, please wait around 5 minutes for the system to release the product from the old campaign
• In other situations, raise an issue to your sales rep with the affected Product ID

B. Performance Troubleshooting

1. Poor ROI Achievement

2. Low Spending

6.1.2 BAU Best Practice (BAU period)

6.1.3 Mega Sales Best Practice (Campaign period)

A. Determine Client's Primary Goals

• Client profile: For clients who deliver as much as possible and achieve the highest GMV, while maintaining a desired ROI

• Product GMV Max
  • Continuously produce and post new creatives with product anchor links. The campaign performance is largely dependent on the number and the quality of creatives
  • Authorize affiliate videos for Product GMV Max if they haven't been used yet
  • Increase product competitiveness in the market, such as lowering prices if possible, etc

• What can enable my campaign to spend more & maximize results on Mega Sale without changing the target?

• Client profile: For clients who want to spend a fixed amount of budget on Shop Ads, allowing some ROI fluctuation, likely those who have already signed packages with TTS and have to fulfill spending obligations

• Lowering the ROI target can increase spending on Product GMV Max. Sellers can lower the ROI target on the day of the sales and observe cost changes over the next 2-3 hours to decide whether to further reduce the ROI to increase spending

• Product GMV Max

• Phase 1: Backend testing, since Aug 20th
  • Available on the backend for allowlisting
    • Product GMV MaxProduct GMV Max Maximum Delivery Backend Test Sign-ups
  • Sign-ups are now unlimited in open beta. Please sign your advertiser up. The campaign will be allowlisted for the Max delivery as soon as possible, likely within 1 working day
• Phase 2: Frontend testing, since Oct 29
  • Registration has not yet started

• Highly recommended for advertisers who wish to maximise budget consumption during Mega Sale Days
• Based on the given budget within the campaign, advertisers can expect at least 80% budget consumption rate for the given time period
• Target ROI is no longer guaranteed. Budget consumption will be the campaign's first priority, consistent with TTAM's Maximum Delivery bidding, with the goal to maximise gross revenue while fully spending the budget
• Feature timeline:

• ROI to set = 10/(2000/1000) = 5
• Expected ad cost = $2000/5 = $400 USD

• No testing stage, GA estimated on November 4th

• Based on historical data, we will provide three tiers of ROI targets, each with an estimated GMV that can be achieved under the corresponding target
• Whenever you choose the highest or lowest ROI targets, we will provide three new tiered targets again to help you further adjust your goals and achieve GMV goal
• Feature timeline:

B. Emphasize Mega Sale Best Practices

• Limited stock for good-performing products can heavily impact GMV Max's scalability

• Limited creatives may result in creative fatigue and stagnant ad performance
• For LIVE GMV Max, recommend creating video creatives which invite users into the liveroom

• Aggressive platform discounts on other platforms may lead to lower CVR% on TikTok Shop

• Take note of TikTok Shop policies and avoid moderation policy violations on product level which may result in ad rejections
• Ensure high and stable amount of inventory, particularly for top-performing products
• Maintain a good variety and amount of creatives
• Ensure price competitiveness across platforms for key sales seasons, particularly for new shops

6.2 Live GMV Max

6.2.1 LGM Self Debug SOP

A. Set-up troubleshooting

If you are not able to select a TikTok Identity to run LIVE GMV Max, ensure to activate Mutually Exclusive Ads Deactivation

1. Mutually Exclusive Ads Deactivation can be activated during the process of setting up the primary account, whether the seller has not set up a primary account yet, or wants to set up a new primary account.

This feature allows sellers to instantly turn off conflicting TTAM campaigns (VSA/PSA/LSA) across all ad accounts with one single click, via the seller center ad creation page, instead of manually turning them off on TTAM.

2. If Mutually Exclusive Ads Deactivation hasn't been activated in the primary account, it can be activated during the process of creating GMV Max campaigns.
   
   
3. Once Mutually Exclusive Ads Deactivation is active, sellers can choose the official TikTok account to run LIVE GMV Max. Upon clicking 'publish', a notification will appear with a list of mutually exclusive ads that will be turned off, asking the seller to double-confirm.
   
   

However, Mutually Exclusive Ads Deactivation will not be effective when selecting non-official TikTok accounts as the LIVE source.

To disable conflicting ads for non-official TIkTok accounts, please refer to [Shop Ads | PSO] LIVE GMV Max: Exclusive Authorisation for Non-official Accounts Commdoc

B. Performance Troubleshooting

1. Poor ROI Achievement

2. Low Spending

6.2.2 Mega Sales Best Practice

A. Determine Primary Goals

• Client profile: For clients who deliver as much as possible and achieve the highest GMV, while maintaining a desired ROI

• Follow liveroom best practices and compare performance between hosts to increase the attractiveness of the LIVE. The campaign performance is largely dependent on the quality of the liveroom
• Post more videos which feature products shown in the livestream and invite users to join the LIVE. Video-to-LIVE creative feature will automatically be applied on your campaigns

• What can enable my campaign to spend more & maximize results on Mega Sale without changing the target?

• Client profile: For clients who want to spend a fixed amount of budget on Shop Ads, allowing some ROI fluctuation, likely those who have already signed packages with TTS and have to fulfill spending obligations

• ROI to set = 10/(2000/1000) = 5
• Expected ad cost = $2000/5 = $400 USD

B. Other Mega Sale Best Practices

• Limited stock for good-performing products can heavily impact GMV Max's scalability

1. Limited creatives may result in creative fatigue and stagnant ad performance
2. For LIVE GMV Max, recommend creating video creatives which invite users into the liveroom

1. Aggressive platform discounts on other platforms may lead to lower CVR% on TikTok Shop

1. Take note of TikTok Shop policies and avoid moderation policy violations on product level which may result in ad rejections
2. Ensure high and stable amount of inventory, particularly for top-performing products
3. Maintain a good variety and amount of creatives
4. Ensure price competitiveness across platforms for key sales seasons, particularly for new shops

8.1 One Pager

8.2 More Showcases

1. View“Shop Ads” Showcase👉Commerce Ads | Showcase Collection

For general questions, please try to use our Business Platform to find more answers.

• TikTok Shop Academy https://seller-id.tokopedia.com/university/home?identity=1&content_id=6984307411814160&role=seller
• Ads Help Center https://ads.tiktok.com/help/article/set-up-tiktok-shopping?lang=en

10.1 Troubleshooting

10.2 System Abnormality Issue

• Reporting metrics/attribution discrepancies
• Extended periods of ROI target underachievement (<80% achievement)
• Issues with GMV Max campaign reporting or visibility in 3M
• Adoption of scaling best practices (e.g., lowering target ROI) without the expected results
• GMV Max campaign failing to spend (no spend recorded or suddenly stops spending)
• Bugs or UI issues in Seller Center or TTAM

10.3 Talking Points

10.4 FAQs

10.4.1 Attribution

10.4.2 Bids and budget

10.4.3 Creatives

10.4.4 Reporting