TikTok 广告投放指南
“直播购物广告”和“直播最大成交额”推广系列的区别
本文整理「“直播购物广告”和“直播最大成交额”推广系列的区别」的操作要点，主要涵盖Differences between LI等内容。另附1 张对照表。内容依据平台公开资料整理，便于按步骤查阅核对。
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- 本文整理「“直播购物广告”和“直播最大成交额”推广系列的区别」的操作要点，主要涵盖Differences between LI等内容。另附1 张对照表。内容依据平台公开资料整理，便于按步骤查阅核对。
- Differences between LIVE Shopping Ads and LIVE GMV Max campaigns
本页「“直播购物广告”和“直播最大成交额”推广系列的区别」属于 TKTOC跨境导航「TikTok 广告投放指南」知识大纲中「LIVEShoppingAds」下的第 4 级条目。
You can use bothLIVE Shopping AdsandLIVE GMV Max campaignsto drive more traffic to your livestream events and encourage people to buy your products. While you can create LIVE shopping ads in TikTok Ads Manager, you'll need to go to Seller Center to create a LIVE GMV Max campaign.
Differences between LIVE Shopping Ads and LIVE GMV Max campaigns
| LIVE Shopping Ads | LIVE GMV Max | |
|---|---|---|
| Optimizes for | LIVE Ad Placements | LIVE Ad and Organic Placements |
| Set-up and Reporting | TikTok Ads Manager | Seller Center Ads Tab |
| Availability | Ad Account Level | Shop Level |
| Information needed | TikTok ProfileBudgetScheduleOptimization GoalBidding StrategyTargetingCreative Selection | TikTok ProfileBudgetStart Time |
| ROI Definition | Ad Gross Revenue / Ad Cost | Total Liveroom Gross Revenue / Ad Cost |
| Attribution Window | Shop Level7-day click, 1-day view | Liveroom LevelAll conversions which occur within the liveroom while the LIVE GMV Max campaign is active will be counted towards gross revenue |
| Delivery | Prioritizes delivery and budget consumption | Prioritizes ROI achievement and will not scale ad spend unless it can hit an ROI that is around the target ROI |
| Budget Pacing | Maximum delivery bidding strategy ensures even budget pacing within a set schedule | Ensures the quickest ad delivery as long as campaign can meet ROI goals |
| Campaign creation | Can create multiple campaigns per TikTok account | Cannot create multiple campaigns per TikTok ID. One LIVE GMV Max campaign optimizes for the entire liveroom performance from the chosen profile, including paid & organic placements. Hence, there can only be one LIVE GMV Max campaign for one TikTok Identity |
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“直播购物广告”和“直播最大成交额”推广系列的区别属于哪个知识树？
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