Set-up Instructions
Steps
Reference
- Ensure user has admin or Ads Tab access to Seller Center
- Within Seller Center, access the Shop Ads tab
  - Click Create campaign

[Hình ảnh]
- Create campaign
  - Select Promote Products
- Products selection
  - You can choose to promote all products or click the "Add product" button to select products from the list

1) If you want to create GMV Max campaigns for all products, you have to close all VSA ads at ad group level across all other ad accounts. The VSA ad groups in the same ad account and all PSA campaigns will automatically stop delivering.
2) If you want to create GMV Max campaigns for specific products, you have to close the corresponding VSA ads at ad level across all other ad accounts. The corresponding VSA ads in the same ad account and all PSA campaigns will automatically stop delivering.
3) One product can only exist in one Product GMV Max campaign, turn off the original campaign before creating a new one for the same products. 
[Hình ảnh]
[Hình ảnh]
Optimazation Goal & Budget
- Select Gross Revenue
- Input Product ROI target
  - There will be a recommended ROI. Please follow the recommended value.
- Input Budget
  - There will be a recommended budget. Please follow the recommended value.

Common mistakes:
1) I ran VSA/PSA before, the ROI = 3, I set the targeted ROI of Product GMV Max = 3, WRONG! VSA/PSA only calculates the ads GMV of products, but Product GMV Max calculates the total non-live GMV of products. Please set the proper targeted ROI based on your ideal average cost per order.
2) I ran VSA/PSA before, starting with a lower ROI the ads can spend budget more easily, I can adjust the ROI later, WRONG! Product GMV Max only spends budget when it can achieve the targeted ROI, set the value you want or the lowest value you can accept, do not set a low value and increase it. You can set a high value and decrease it.
[Hình ảnh]
[Hình ảnh]

Creative
- Auto-select
  - No video usage limit in campaigns
  - Automatically utilize existing videos as well as future posted ones, conducting automated exploration
  - Use of single and multi-product anchor videos
  - Ability to utilize high-quality videos previously used in VSA for corresponding products, even if they lack product anchors
- Manual-select
  - Video usage cap. Each campaign can use a maximum of 50 videos
  - Videos still require manual addition or removal
  - Restriction to single-product anchor videos, multi-product anchor videos can't be used
  - No ability to utilize videos that don't have product anchors

It is strongly recommended to use Auto-select in GMV Max to maximize campaign performance.
[Hình ảnh]

Ads performance check
- Seller Center --> Shop Ads --> Product/Live GMV max tab
The seller can check the performance of the ad campaign, pause and restart the ad campaign here. 
Product GMV max provides the reporting by product level with orders and gross revenue metrics. 

[Hình ảnh]

---
What is the Product GMV Max
 
https://bytedance.sg.larkoffice.com/sync/FiCGdxjPMsfV0qb7eXslX6Amgad

The ROI for Product GMV Max = Total non-live GMV of the promoted products / Product GMV Max Cost
- Total non-LIVE GMV includes the orders from the ads, from the posts, from the showcases, from the Shop Tab, only excludes the orders from the liveroom. However, only the orders from the selected products, which occur within 1 day of clicking the ads, and concurrently when the campaign is active, will be counted

All advertisers need to do is consistently produce high-quality product pictures and video creatives, set appropriate advertising budget and target ROI. Product GMV Max will automatically select creatives, create VSA and PSA, and position them in various ad placements to reach potential customers. On the premise of achieving the ROI goal, it will optimize the GMV of the promoted products to their maximum extent.

Most importantly, advertisers can create Product GMV Max for all products in the Tiktok Shop, which means Product GMV Max will optimize the complete Tiktok Shop GMV, and boost the business as a whole.

The advantages of Product GMV Max
- Enhanced delivery that optimizes organic delivery in addition to paid ad traffic (including Affiliate traffic)
- Leverage all shoppable placements including feed, search, and shop tab in one step with both video and product card format creatives.
- Automatically create and pause ads, select the best performing creatives, and target the proper audience.
- Optimize for overall product ROI while scaling your product's total non-live GMV.
- One-day attribution window, only the GMV of the orders that occurred on the same day will be calculated
- Strict Ads GMV calculation method, only counting the GMV of promoted products, and you will get the extra GMV generated from non-promoted products for free

How Product GMV Max works
A. Overall optimization
Nội dung này chỉ được hỗ trợ trong Feishu Docs
B. Ad format&placement
Product GMV Max
Ad format/placement
Shop Tab
Recommendation
Shop Tab
Search  Result
For You 
Feed
Tiktok
Search Result
Product Card
（PSA）

[Hình ảnh]
[Hình ảnh]


Video Card
（VSA）

[Hình ảnh]
[Hình ảnh]
[Hình ảnh]
[Hình ảnh]
C. Creative instructions
Product GMV max can automatically fetch videos with a corresponding product anchor link (yellow cart) for the selected products in the campaign, as long as these videos are authorized to be used in ads. The sources from where videos can be fetched are:
1. TikTok Official Account of the shop
2. TikTok Business Accounts of the shop
3. Available TikTok accounts in the shop's Seller Center (which are exactly Authorized TikTok Accounts in the shop's TikTok Business Center) 
4. Spark ads posts (authorized code videos) in the TTAM Creative Library from the ad account which has been selected to run Product GMV max 
- Learn more: [Shop Ads|PSO]  Creative instructions of Product GMV max

How to evaluate Product GMV Max performance
A. ROI rationale

VSA/PSA Ads GMV
Product GMV max Total non-LIVE GMV
Attribution
7 day click & 1 day view
Shop ID level
1 day click & real-time window
Product ID level
ROAS/ROI
Ads GMV / Ads Cost
Total non-LIVE GMV / Ads Cost
- Total non-LIVE GMV includes the orders from the ads, from the posts, from the showcases, from the Shop Tab, only excludes the orders from the liveroom. However, only the orders from the selected products, which occur within 1 day of clicking the ads, and concurrently when the campaign is active, will be counted into the total non-LIVE GMV.
- Ads GMV only includes the orders from the ads. However, the orders from all the products in the shop, which occur within 7 days of clicking the ads or within 1 day of viewing the ads, will be counted into the Ads GMV.

In this situation, Product GMV Max can still bring additional ads GMV of other products, but it will no longer count towards ROI. Since VSA/PSA and Product GMV Max use different GMV attribution methods, sellers cannot compare the ROAS of VSA/PSA to the ROI of Product GMV Max. 

Product GMV Max uses a more seller-friendly method to report GMV. Sellers can directly get the Total non-LIVE GMV and Ads Cost of the product, and clearly understand whether the marketing cost rate or average order cost of the product is too high or too low. Sellers can also reversely formulate the target ROI value of Product GMV Max based on their ideal marketing rate cost.

B. Peformance comparision
Nội dung này chỉ được hỗ trợ trong Feishu Docs
Attention:
- Please select at least a well-selling product as the testing product to get an obvious result. The larger the GMV of selected products, the better the performance of the Product GMV max
- The period of running Product GMV max should last at least for 7 days to get a stable result
- Calculate your product's current average order cost, set the Target ROI = Average Order Value / Current Average Order Cost = 1 / Current Marketing Expense Ratio, or a bit higher (less than 20%)
- Suggested Budget = 1.2 x Total daily non-live GMV of selected products in the past / Target ROI
- When using the AA testing method, make sure to use the same creatives, maintain the same product price, and there is no obvious difference between these two testing periods ( eg. One period includes weekends, another period does not include weekends, it's not OK）
- Sellers can compare the total non-LIVE GMV of the selected products and the ads cost, before and after using the Product GMV max. No matter whether sellers have run VSA/PSA before or not. Sellers can judge the value of Product GMV max by comparing whether there is an incremental GMV or if sellers are acquiring GMV more efficiently. (with lower cost per order)
đọc và hiểu