Why bidding matters—and how to get it right

Summary

TikTok's auction ads rely on bidding strategies that balance cost and volume. Cost Cap bidding lets advertisers maximize results while controlling average CPA, ideal for cost-sensitive campaigns. Maximum Delivery maximizes conversions within a budget without a target CPA, suitable for volume-focused goals.

Choosing the right strategy depends on whether you prioritize upper-funnel objectives (e.g., reach) or conversion volume. Additional bidding options like CPM, CPV, CPC, and oCPM cater to specific goals. Hybrid Bidding allows switching strategies without creating new ad groups, useful for seasonal adjustments.

Testing and learning is encouraged.