TikTok Shop ads with GMV Max
GMV Max is how TikTok runs ads for a TikTok Shop. You set an ROI target and a daily budget. TikTok decides the rest: who sees the ads, where they run and which videos it shows, and it optimizes for the gross revenue of your shop. GMV Max replaced TikTok's Product Shopping Ads and Video Shopping Ads.
There are two kinds. Product GMV Max promotes products from your shop. LIVE GMV Max promotes a livestream. uplads shows both, and it creates Product GMV Max campaigns.
Before you start
GMV Max needs a few things in TikTok before uplads can show or create anything:
- TikTok is connected in Configuration → Connections, and the ad account is paired with your TikTok advertiser. See How to connect your TikTok account.
- The shop is in your Business Center with the shop role AD_PROMOTION (Ad promotion). Another role, such as Manager, is not enough.
- You are an admin of that Business Center.
- This ad account holds the shop's exclusive authorization. Only one ad account per shop can run GMV Max. When you give it to this ad account, TikTok pauses the shop's GMV Max campaigns on the other ad account. Only the Business Center that owns the shop can give it. A partner Business Center, for example an agency's, cannot; then the shop owner does it in TikTok.
- TikTok has given uplads the GMV Max permission. If the GMV Max tab says that TikTok has not given uplads access yet, reconnect TikTok in Configuration → Connections. A connection made earlier may not carry the permission, and reconnecting picks it up.
Is GMV Max available for my shop?
TikTok decides that per shop, and it differs by market. uplads cannot change it. Open the GMV Max tab and look at your shop's chip:
- GMV Max ready: TikTok offers GMV Max for this shop.
- Not available for GMV Max: TikTok does not offer it for this shop right now. Ask TikTok, or check TikTok Seller Center.
- GMV Max runs on another ad account: another ad account holds the exclusive authorization. Its name is shown on the chip.
The chip also lists the countries the shop can target.
What the GMV Max tab shows
Open the Ads Manager, pick your TikTok ad account and click the GMV Max tab next to the Campaign, Ad group and Ad tabs. The date range and the search box work as on the other tabs.
For every GMV Max campaign you see:
- type (Product or LIVE), shop and campaign ID
- status and the On/Off switch
- optimization: Target ROI with its value, or Maximum delivery
- daily budget
- cost, gross revenue, orders, cost per order and ROI for the date range
A total row adds up cost, gross revenue and orders, and works out ROI and cost per order from those sums. Gross revenue is what buyers paid plus TikTok Shop subsidies, for the paid and organic orders TikTok attributes to the campaign. ROI is gross revenue divided by cost.
The tab reads up to five shops per ad account. If you have more, it says how many are not shown.
What you can change in the tab
| What | How | Which campaigns |
|---|---|---|
| On/Off | the switch in the first column | all |
| ROI target | click the Target ROI value | Target ROI campaigns |
| Daily budget | click the budget | Target ROI campaigns |
- Turning a campaign on asks you to confirm first, and shows its budget and what it cost in the date range. Turning it off happens right away, and the message that follows has Undo.
- The ROI target takes one decimal, from 0.1 to 1000.
- The daily budget is in your ad account's currency. Like every budget in the Ads Manager, a raise above 1,000,000 is refused to catch an extra zero (currencies such as JPY get a higher limit).
- Maximum delivery campaigns have no ROI target, and their budget is changed in TikTok Ads Manager. The same goes for the products and videos of any campaign.
Changes go to TikTok at once. If TikTok refuses one, uplads shows TikTok's reason and the old value stays. Team members with view-only access to the ad account see the tab but cannot change anything; see Understanding user roles and permissions.
Create a Product GMV Max campaign
New campaigns are made in the Ad Launcher, not in the Ads Manager.
- Open the Ad Launcher, pick your TikTok ad account and choose the TikTok Shop (GMV Max) channel.
- Pick the shop. uplads checks the requirements above and names the one that is missing. If this ad account does not hold the exclusive authorization yet, you can give it from here. uplads asks you to confirm first, because TikTok then pauses the shop's GMV Max campaigns on the other ad account. Giving it also accepts TikTok's GMV Max guidelines.
- Name the campaign and pick the products, up to 50. TikTok runs a product in one active Product GMV Max campaign at a time.
- Choose the videos. Either TikTok picks posts from the shop's TikTok accounts (you can narrow that to up to 20 accounts), or you pick up to 50 existing posts yourself.
- Set the ROI target (one decimal, at least 0.1) and the daily budget.
- Pick a later start if you want one. It has to be at least 15 minutes ahead and at most 180 days.
- Launch.
A new campaign starts live. TikTok has no paused start for GMV Max. The campaign spends as soon as TikTok creates it, or from the later start you picked. To stop it, turn it off in the GMV Max tab.
Videos from your uplads library
They cannot be used for GMV Max yet. GMV Max runs on posts that already exist on TikTok, not on uploaded video files. To use one of your videos, post it on a TikTok account linked to the shop first. Then pick that post in step 4.
When something does not work
- "TikTok has not given uplads access to GMV Max yet": reconnect TikTok in Configuration → Connections.
- "No TikTok Shop on this ad account": the shop is not in the same Business Center as the ad account, or it lacks the AD_PROMOTION role.
- The ROI target or budget cannot be clicked: the campaign runs on maximum delivery (hover over the value to see why), or you have view-only access to the ad account.
- The launcher stops at the shop: read the requirement it names. Most often the role, the Business Center admin or the exclusive authorization is missing.