It depends on your strategy.
1-10 ad groups are generally okay to test variables. You can along the way. kill under performing ads, duplicate good performing ads and test for more variables.
In tiktok advertising, there are different ad testing strategies.
In respective of what strategy you use, the common goal is to test variables, get good metrics, conversion and become profitable.
We have published our own ad testing strategy which involves testing 9 ad groups.
However, this does not mean that you won’t reach your goals if you have just one ad group or 5 ad groups or even 10.
So let’s understand what ad groups are and how they work, so you can decide for yourself.
What are ad groups
An ad group is made up of one or more ads.
Ad groups let you organize your ads into groups and test different variables.
For example; let’s assume you have a product you want to test.
You don’t know the right audience, the right creatives, optimizations, budget etc
You can organize and test this variable with ad groups.
You can have different ad groups to test different audience, you can have different ad groups to test different styles of creatives, you can have different ad groups to test different budgets and to test different optimizations.
Should you test one ad group at a time?
let’s assume you have just one ad group and ad.
On that ad group, you will have audience targeting options, creatives, budget, product etc
If for any reason the variable combination is not working out great, you may have to kill the ad group and start over.
This can be time consuming and even more expensive.
You wait for the ad to run. If the ads aren’t producing the desired result. You kill it, spend and start all over again on a new ad group.
If you already know the right variable combinations or you are lucky enough to have your first and only ad group perform well, that’s great.
But when you are just starting out to test a product and you don’t know what the right combination will be.
Wether you should have only one ad group will depend on how many variables you need to test.
For example, let’s assume you already know the audience and product you want to sell and you aren’t looking to test those variables.
However, you want to text difference creatives.
It makes sense to have one ad group with your defined audience and product but with multiple ads to text different creatives.
In this case, you can use the ABO optimization which stands for ads budget optimization and tells Tiktok to spend your budget on the best performing ads.
Should you test multiple ad groups at a time?
It’s more efficient to have multiple ad groups tested at a time if you want to test multiple variables.
You can put ads into groups, otherwise known as ad groups to test different variables.
Variables can be different products, audience targeting, creatives, budget, optimization, and even having duplicated ads compete to see which will have a better performance metrics.
Testing multiple variables using multiple ad groups at the same time saves you time.
You have multiple ad groups competing at the same time so you can see which ad groups or ads are underperforming and turn it off.
It also saves you money because instead of spending a specific amount on each ad group and testing each one by one.
You have multiple ad groups, which allows Tiktok system decide which ad group to spend the most budget on.
Tiktok makes this dynamic ad spending decisions through the CBO or ABO optimizations.
CBO means Campaign budget optimization and with that you are telling Tiktok to spend more of your budget on the best performing ad group.
CBO optimization works great if you have multiple ad groups.
ABO means Ads budget optimization and with that you are telling Tiktok to spend more of your budget on the best performing ads.
ABO optimization works if you have multiple ads or ad groups. This means if you have only one ad group with multiple ads, ABO optimization will still work.
When testing different ad groups, you can see in the Tiktok ads analytics report which ad group is underperforming and turn it off.
Testing multiple ad groups at a time, helps you test variables faster, helps you use machine learning to allow Tiktok spend on the best performing ad groups, it also saves cost as all ad groups will be competing over the same budget.
How many ad groups should you have?
it depends on the number of variables you want to test.
While you may test as many variables as you like, you should be careful not to go overboard with it.
The more variables you are testing the more time the test will require and the more budget that will be required.
If your budget is too small, you may run into Tiktok ads spending issues.
For efficiency, 1-10 ad groups are generally okay to test variables.
You can along the way; kill under performing ads, duplicate good performing ads and test other variables.
