Paid social

GMV Max is an optimisation engine pointed at your creative, not a bidding tool pointed at an audience. What it needs before it performs, and where it fails.

A GMV Max campaign that will not spend is usually short of creative or set to an impossible return. The six causes, in the order worth checking them.

One SKU needs at least 100 videos before GMV Max settles. Why the number is that high, and what it costs in budget and creative supply to reach it.

Where to set target ROI for a new product versus an established brand - and why a campaign missing its target often needs that target raised, not lowered.

One TikTok account can hold only one LIVE GMV Max at a time. What that means when your affiliate is already linked to another seller, and the workaround.

A winning TikTok Shop video eventually stops delivering. What creative fatigue actually is, why deleting the video is a mistake, and how to plan for it.

Reach and community interaction campaigns lift impressions but rarely lift sales. When a consideration budget alongside GMV Max earns its place, and when it does not.