ads-tiktok

SKILL.md

TikTok Ads Deep Analysis

Process

Collect TikTok Ads data (Ads Manager export, Pixel/Events API status)

Read ads/references/tiktok-audit.md for full 28-check audit

Read ads/references/benchmarks.md for TikTok-specific benchmarks

Read ads/references/platform-specs.md for creative specifications

Read ads/references/scoring-system.md for weighted scoring algorithm

Evaluate all applicable checks as PASS, WARNING, or FAIL

Calculate TikTok Ads Health Score (0-100)

Generate findings report with action plan

What to Analyze
Creative Quality (30% weight)

≥6 creatives per ad group (T05) [Critical]

All video 9:16 vertical 1080x1920 (T06) [Critical]

Native-looking content, not corporate/polished (T07)

Hook in first 1-2 seconds (T08)

No creative active >7 days with declining CTR (T09)

Spark Ads tested: ~3% CTR vs ~2% standard (T10)

TikTok Shop integration for e-commerce (T20)

Video Shopping Ads tested (T21)

Caption SEO with high-intent keywords (T22)

Trending audio used (sound-on platform) (T23)

Custom CTA button, not default (T24)

Safe zone compliance: X:40-940, Y:150-1470 (T25)

Technical Setup (25% weight)

TikTok Pixel installed and firing on all pages (T01)

Events API + ttclid passback active (T02)

Events API Gateway evaluated for server-side integration

Standard events configured (ViewContent, AddToCart, Purchase, CompleteRegistration)

Advanced matching parameters configured

Bidding & Budget (20% weight)

Bid strategy matches goal: Lowest Cost for volume, Cost Cap for efficiency (T11)

Daily budget ≥50x target CPA per ad group (T12)

Learning phase: ≥50 conversions per 7 days per ad group (T13)

No edits during learning phase (resets learning)

Structure & Settings (15% weight)

Separate campaigns for prospecting vs retargeting (T03)

Smart+ campaigns tested: 42% adoption, 1.41-1.67 ROAS (T04)

Search Ads Toggle enabled (20% conversion uplift combined with In-Feed; 57% of users use search) (T14)

Placement selection reviewed: TikTok, Pangle, etc. (T15)

Dayparting aligned with audience activity (T16)

Performance (10% weight)

CTR ≥1.0% for in-feed ads (T17)

CPA within target, 3x Kill Rule applies (T18)

Average video watch time ≥6 seconds (T19)

Creative-First Strategy

TikTok is a creative-first platform. Unlike Google/Meta where targeting and bidding
drive most performance, TikTok success depends primarily on creative quality.

What Makes a TikTok Ad Work

Native feel: looks like organic content, not a polished ad

Sound-on: 93% of TikTok is consumed with sound (never run silent)

Fast hooks: capture attention in 1-2 seconds or lose the viewer

Trend alignment: use trending sounds, formats, and editing styles

UGC style: user-generated content outperforms studio content

Vertical only: 9:16 is non-negotiable (no letterboxed horizontal)

Creative Testing Framework

Test 3-5 hooks per winning concept

Rotate creatives every 5-7 days (fatigue sets in fast)

Kill underperformers after 3 days if CTR <0.5%

Scale winners by duplicating (not increasing budget on same ad)

Repurpose winning concepts, not assets (fresh footage, same angle)

Safe Zone

All critical text, logos, and CTAs must be within the safe zone:

┌──────────────────────┐
│   UNSAFE (status)    │  Y: 0-150px
├──────────────────────┤
│                 │UNSA│
│                 │FE  │
│   SAFE ZONE     │icon│  X: 40-940px
│   900×1320px    │    │  Y: 150-1470px
│                 │    │
│                 │    │  Right 140px: like/comment/share
├──────────────────────┤
│   UNSAFE (caption)   │  Y: 1470-1920px
└──────────────────────┘

TikTok Shop Assessment

If e-commerce, evaluate TikTok Shop setup:

Product catalog connected and synced

Product detail pages complete (images, descriptions, reviews)

Video Shopping Ads linking to in-app checkout

Shop tab on TikTok profile configured

Affiliate program active (if applicable)

Shop CVR benchmark: >10% (significantly higher than standard landing page)

Smart+ Campaigns

42% of advertisers have adopted Smart+ (TikTok's automated campaign type)

Average ROAS: 1.41-1.67

Modular control (2025): Lock targeting, creative, budget, or placement independently

Best for: e-commerce with product feed, app installs

Evaluate: is the advertiser testing Smart+ alongside manual campaigns?

Compare Smart+ performance vs manual for same objectives

Check which modules are locked vs automated

GMV Max (Shop Ads)

Mandatory for all Shop Ads since July 2025. Evaluate:

GMV Max campaign active for all TikTok Shop products

Product feed quality and completeness

Shop Ads performance vs standard in-feed campaigns

Symphony Automation

AI-powered creative variations generated from product URLs.

Evaluate whether account uses Symphony-generated vs original creatives

Assess impact on creative refresh cadence (Symphony can accelerate testing)

Monitor quality of AI-generated variations vs manual creatives

TikTok Context

Setting
Value

CPM
40-60% cheaper than Meta

Spark Ads CTR
~3% (vs ~2% standard)

Smart+ adoption
42% of advertisers

Smart+ ROAS
1.41-1.67

Shop CVR
>10%

Available markets
11 countries (US, UK, ID, MY, PH, SG, TH, VN, JP, KR, BR)

Key Thresholds

Metric
Pass
Warning
Fail

CTR (in-feed)
≥1.0%
0.5-1.0%
<0.5%

Creatives per ad group
≥6
3-5
<3

Video watch time
≥6s
3-6s
<3s

Learning conversions
≥50/week
30-50/week
<30/week

Daily budget
≥50x CPA
20-49x CPA
<20x CPA

Creative age (declining)
<7 days
7-14 days
>14 days

Output

TikTok Ads Health Score

TikTok Ads Health Score: XX/100 (Grade: X)

Creative Quality:  XX/100  ████████░░  (30%)
Technical Setup:   XX/100  ██████████  (25%)
Bidding & Budget:  XX/100  ███████░░░  (20%)
Structure:         XX/100  █████░░░░░  (15%)
Performance:       XX/100  ████████░░  (10%)

Deliverables

TIKTOK-ADS-REPORT.md: Full 28-check findings with pass/warning/fail

Creative scorecard per ad (hook quality, safe zone, native feel)

Smart+ vs manual performance comparison

TikTok Shop readiness assessment (if e-commerce)

Quick Wins sorted by impact