The learning phase is the beginning period of ad delivery when the system continuously explores new customers to help the Ad group reach the most suitable audience for you.
This may result in fluctuating performance, but once your ad group sees 50 conversions, performance will stabilize.
If you're not nearing 50 conversions, read the next tip!
For Conversion campaigns, optimize based on higher funnel events like Add-to-Cart or Page Views before moving down the funnel to optimizing for Purchases. This allows TikTok to gather more learnings and ultimately improve the outcome of your campaigns.
This can be especially useful for the Learning Phase.
Regularly refresh your creative (every seven days ideally) and try having at least two creatives running per week. You can produce new creative by using new videos or leveraging videos from existing ads and simply updating components such as the call to action or text.
If you need more inspiration, check out our creative center.
Make incremental adjustments as you go.
With budgets, don't change them by more than 30% from the previous budget setting.
Similarly for bids, don't change them by more than 20% from the previous bid setting.