Platform Updates | April

22 de julio de 2024

The platforms are making updates to their daily advertising budget allocation and other functionalities such as cost estimation. In this article, you’ll find the most relevant changes that TikTok and X have implemented in the last few weeks to take your ads to the next level and achieve better results in your campaigns.

What has changed on TikTok?

Dynamic daily budget You can now set an average daily budget over 7 days. The system will adjust the amount, allocating up to 25% more on days with better investment opportunities and less on slower days.

3-day window for app and website events

With this update, you can measure more recent activities on the app and site. This allows for the creation of custom audiences based on recent events, which will drive a higher volume of conversions in campaigns, depending on the funnel stage being activated.

This update will enable the creation of audiences based on the most recent user activities (last 3 days) on the website and/or apps. This way, we can improve message relevance and find improvements in campaign results.

What are the updates on X?

Cost estimation for sales objectives This update benefits the campaign planning process by showing an estimated CPM range for each ad group. This range is calculated based on factors such as the objective, targeting, daily budget, and audience size.

Trends of personalized events in Spotlight ads (Available for 15 eligible countries)

This feature is unlocked when a user clicks on the ad, taking them to a customized event page instead of the promoted hashtag search results. With this change, brands will have more control over the keywords and hashtags that will appear in the main comments, in addition to an extra video banner after the initial click on the ad.

The recent updates to the functionalities of TikTok and X platforms are designed to optimize the management and effectiveness of your advertising campaigns. TikTok now allows for dynamic daily budget adjustments and facilitates the creation of custom audiences, providing greater precision in campaign execution. Meanwhile, X focuses on improving planning and creating more control over interactive elements after the click.

With these changes, advertisers will be able to manage budgets and objectives more efficiently, adapting to user needs and behaviors.

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