7.7 Bidding

7.7 Bidding strategy

TikTok Ads Manager currently supports 2 bidding strategies:

• Cost Cap (goal-based): Control the average cost per result from the auction.
• Maximum Delivery (spend-based): Maximize the number of results for your budget.

Which bidding strategy is recommended?

Maximum Delivery

Choose Maximum Delivery if you want to scale and are flexible with CPA. Delivery expectations:

• Stable budget consumption (daily spend).
• Flexible CPA in response to competition.

Cost Cap

Choose Cost Cap if you want to control your CPA. Delivery expectations:

• Stable CPA (equal to or lower than your bid)
• Flexible budget consumption (daily spend)

NOTE: Consider running Maximum Delivery & Cost Cap strategies at the same time in different ad groups.