Smart+(CostCap/MinROAS) Incentive Offer
For a limited time, TikTok is offering a new incentive (the "Incentive") for Smart+ campaigns with a target bid and for which the advertiser has made a maximum of one optimization change each to its bid and targeting. If this campaign exceeds certain CPA or Minimum ROAS thresholds, we will proactively incentivize advertisers with ad credits that they can use within the same ad account.
The Incentive aims to encourage advertisers to make infrequent changes to Smart+ campaigns during its learning phase. It also underscores TikTok's belief that Smart+ is the optimal solution for achieving high performance for your TikTok advertising efforts.
By participating in the Incentive, you certify that you understand and agree to be bound by the terms contained herein. If TikTok, in its absolute discretion, deems you to be eligible for the Incentive, you may be issued ad credits to your account. TikTok may withdraw the Incentive at any time for any reason in its absolute discretion.
The Incentive is applicable to App Promotion (except iOS Dedicated Campaigns (DC)), Lead Generation, and Web Conversions objectives and is available only where we have indicated availability in the TikTok Ads Manager UI.
Eligibility criteria
To qualify for "the Incentive", your campaign must meet the following criteria:
Category | Requirement |
|---|---|
Campaign type | Smart+ campaigns |
Objectives | Web Conversions, App Promotion (except iOS Dedicated Campaigns (DC), and Lead Generation |
Bidding Strategy | The ad group must have used Cost Cap or Minimum ROAS as the bid strategy. |
Region | Australia, Azerbaijan, Bangladesh, Belarus, Cambodia, China export, Indonesia, Japan, Kazakhstan, Malaysia, New Zealand, Pakistan, Philippines, Saudi Arabia, Singapore, South Africa, South Korea, Sri Lanka, Thailand, Turkey, United Arab Emirates, and Vietnam |
Duration | The ad group must have run for at least 7 days. |
Conversion volume | The ad group must have achieved more than 20 conversions. |
Optimizations limit | One optimization change each to the campaign's bid and targeting is allowed. |
CPA/Minimum ROAS threshold | • Cost Cap ad groups: The Cost Per Acquisition (CPA) must be more than 1.5 times the advertiser's Cost Cap bid. • Minimum ROAS ad groups: The actual cost must be more than 1.5 times your target cost, based on your minimum ROAS bid. |
Terms & Conditions | Campaigns or ad groups must not violate TikTok's Commercial Terms of Service Advertising Terms, Advertising Policies, Community Guidelines, Branded Content Policy, and any other applicable terms. |
Calculation of incentive amount
Bidding Strategy | Calculation logic | Example |
|---|---|---|
Cost Cap | Ad credit will be calculated based on the difference between the actual CPA and the advertiser's Cost Cap bid. | Setup info Cost Cap CPA bid: $10 Actual performance Actual CPA: $18 Conversion volume: 25 Ad credit calculation Ad credit: $200 [(Actual CPA x Conversion Volume) - (Cost Cap CPA bid x Conversion Volume)] |
Minimum ROAS | Ad credit will be calculated based on the difference in actual and expected cost based on Minimum ROAS bid. | Setup info Minimum ROAS bid: 2 Actual performance Spend: $80 Conversion value: $100 ROAS: 1.25 Ad credit calculation Expected spend based on $100 conversion value and Minimum ROAS bid (2): $50 (Conversion value / Minimum ROAS bid) Ad credit: $30 (Expected spend - Actual spend) |
Ad credit payment and usage
Any ad credits issued as part of the Incentive will be issued directly to you TikTok ad account. You can check the status of the incentive in the "reporting view" of the corresponding ad group or in "Payment" section under the "Tools" tab. You will also receive a notification in TikTok Ads Manager (TTAM) when ad credits are added to the ad account. Ad credits can be used towards running ads within the same ad account, cannot be withdrawn as currency or transferred between ad accounts and are subject to the TikTok Ad Credit Terms.
TikTok reserves the right to revoke ad credit if we detect any unusual behavior, fraud, or violations of the TikTok Commercial Terms of Service, TikTok for Business Advertising Terms, TikTok's Advertising Policies, TikTok Community Guidelines, and other applicable terms of service. By participating in this Incentive, you agree to the TikTok Ad Credit Terms, and you agree and understand that TikTok's grant of ad credits to you is subject to the terms of the Incentive and the Ad Credit Terms.
