Plan your Mega Sales promos with this timeline

11/06/2024

Product Shopping Ads

Is your business ready for the mega sale rush? Use this checklist to prepare for some of the busiest shopping days of the year

Tips to boost TikTok Shop sales during peak shopping periods

Update your TikTok product detail pages and make them compelling to shoppers during Mega Sale Days (e.g., Include a complete list of freebies or promotions).
Update and improve your TikTok profile and shop page, making them more relevant and attractive during Mega Sales Days (e.g. Include important information in your profile description, such as a storewide discount, free shipping, or upcoming livestream schedule).
Review prices of competitors to keep your prices competitive and attractive to shoppers.

Add promotional offers for your advertised products to drive more add-to-cart actions and purchases.

Get creative with your TikTok content

Start planning, shooting, and editing your content before Mega Sales Days begin.Ideally prepare 2-3 creatives to use for each product you plan to showcase.
Start building hype before Mega Sales Days, including teasers and even encores afterwards (aim to post 2-5 creatives per day).
Keep it relevant! Make your content relatable to Mega Sales Days (e.g., highlight Mega Sales promotions and your upcoming Mega Sales TikTok LIVE schedule, use relevant video effects).
Need content ideas to get started? Check this out: https://ads.tiktok.com/business/creativecenter/inspiration/topads/pc/en?object=14

Now's the time to go LIVE on TikTok

Haven't gone LIVE on TikTok yet? Now's the perfect time!
Try going LIVE at least 2 weeks before Mega Sales Days start so you can practice. It also lets you gather insights, see what works or doesn't work with your audience, and iron out any logistical kinks.
Start planning your TikTok LIVEs early for Mega Sales Days.
Get your setup or backdrop ready, and plan to go LIVE regularly and often. For example, try to keep each LIVE 2 hours long and go LIVE at least once or twice a week at the same time of day.
On Mega Sales Days, we recommend you run longer LIVE sessions to maintain your presence and drive engagement with a wider group of potential shoppers that visit TikTok.
Be sure you've got everything you need to go LIVE during Mega Sales Days.
Need a LIVE host? Reach out to creators before Mega Sales Days begin.
Behind the scenes, make sure you have the help you need to run your TikTok LIVE.

Start now

Now that you've started prepping your business for Mega Sales, it's time to plan your promotions. Use this timeline as a guide to put your strategy into action

Phase	When	What to do	How Shop Ads can help
Start building hype	14 days before your promo starts	Announce your promos early to build anticipation and reach a wider audience. Use new video content to announce your upcoming sales. Share by posting at least once per day on TikTok. You can also announce upcoming sales in your TikTok LIVE or in your TikTok profile bio. [HOT TIP] Promote your pre-sale TikTok LIVEs with Live Event Anchor to send a reminder to people who registered. Announce your promo on other channels (such as Instagram, Facebook, blog, WhatsApp group) to direct your audience to your TikTok Shop for upcoming sales and livestreams. Collaborate with other creators to build hype for your TikTok Shop sale(s).	Start now HERE Run Video Shopping Ads (VSA) with TikTok Shop as always-on campaigns to continue building your presence. Gradually increase your budget (e.g., increase your budget by no more than 30% per day vs. business-as-usual (BAU) budget) Consider using Interactive Add-Ons* on your VSA to drive engagement (For example, use a poll sticker to see which items people want to see promoted on Mega Sales Days) and hype for your Mega Sales promotion (e.g. Using countdown sticker) Build buzz around your upcoming Mega Sales Days and drive more people to your TikTok LIVE with Live Shopping Ads (LSA). Be sure to highlight upcoming Mega Sales Days promos during your LIVE to entice your audience to save the date, visit your shop, or go LIVE on the day your promo starts. Try setting an upper funnel goal (for example, if your goal is to drive Shop purchases, set your objective to viewer retention and product clicks to drive traffic to your LIVE). Gradually scale your budget (i.e. increase budget by no more than 30% per day vs. BAU budget) For example, if your BAU budget is $100, you can increase budget to $130 for the next TikTok LIVE on Day 1, then increase your budget to $160 on Day 2, and so on. Run Spark Ads using the Shop Purchases or Product Sales objective, with creatives related to ongoing promotions. This will help you build an audience you can retarget during your pre-Mega Sales Days countdown or promo using custom audience, lookalike audience and shop retargeting audience. Test by using creatives posted on different TikTok Accounts to run Shop Ads.
Share teaser content	7-14 days before your promo starts	Share a promo teaser using new video content or highlight it during a TikTok LIVE. Keep posting at least once per day on TikTok. [HOT TIP] Your teaser content could include: A preview of your upcoming sale Behind-the-scenes preparation (such as your production line, your staff sharing their excitement about upcoming sales) Products sold at their lowest prices during your promo Products that will be newly launched on Mega Sales day Mega Sales limited-edition products or limited-duration freebies Upcoming guest hosts on your Mega Sales TikTok LIVE Aspects of your business that drive engagement and trust (such as a convenient return policy, responsive customer service team, etc.) to drive conversions during Mega Sales period
Start a countdown	1-5 days before your promo starts	Consider running a few countdown promotions to continue building engagement and hype. Have selected items on sale during your TikTok LIVEs Be sure to highlight your LIVE schedule, or when you'll be going LIVE during Mega Sales Days. Try releasing a LIVE teaser video promoting upcoming sales with a Live Event Anchor added to remind people who registered. Post new content for select items running on promotion during this period. Make your creatives relevant to the Mega Sales Days countdown and highlight any urgency (for example, promotion only applies on select countdown days)	Start now HERE Run Video Shopping Ads (VSA) as always-on campaigns to continue building your presence. Prioritize lower funnel Shop Purchases optimizations (e.g. Initiate Checkout / Complete Payment / [NEW!] Value Based Optimization) Complement broad targeting (e.g. By interest, age 18+, gender, behavior) with [NEW!] Shop Retargeting to achieve better ROAS overall. Run VSA for products during your countdown or promotion Highlight your promo in the creative to drive clicks and purchases Highlight the limited nature of your promotion to drive urgency Continue to gradually increase your budget (i.e. increase budget by no more than 30% per day) Run LSA to drive more people to your countdown LIVE to drive sales and build awareness. Prioritize lower funnel Shop Purchases optimization (e.g. Initiate Checkout / Complete Payment), and also run middle funnel Shop Purchases optimization (Viewer Retention / Product Click) if you're looking to increase LIVE traffic. Complement broad targeting (e.g. By interest, age 18+, gender, behavior) with [NEW!] Shop Retargeting to achieve overall better ROAS. Continue to run LSA on countdown days so that TikTok continues to determine which audience to best deliver your ads to for best sales results. Keep gradually scaling up your budget (i.e. not more than 30% increase per day). For Mega Sales Days, scale up your budget gradually in phases. Increase your budget to more than 30% if possible. If you go LIVE multiple times on the day your promo starts, review your budget at the end of each LIVE to determine whether you should increase it. For LSA/VSA, if you use a cost-cap bidding strategy: Try increasing your cost cap by 20% the day your promo starts as ad competition heats up. This ensures that your ads will still get considerable traffic for your sale on the peak Mega Sales date. Keep an eye on your budget and increase it as necessary. If you're concerned about under-delivery during your promotion, consider switching to Lowest Cost bidding strategy. During your countdown, run Spark Ads with Shop Purchases objective**.
It's go time!	The day your promo starts	It's the big day: The first day of your promotion or sale during Mega Sales Days. Post all new Mega Sales Days content, including any content for products that are on sale. Create a reveal by using TikTok LIVE to engage directly with your audience and announce all your promotions. [HOT TIP] Try going LIVE for an extended period of time on the first day of your promotion. If needed, you can take small breaks during your LIVE or have extra help on hand to take shifts.
Keep a good thing going	1-3 days after your promo ends	Try running a few post-Mega Sales promotions to continue the momentum. Continue to create an element of surprise, so that audience feels engaged. Have select items on sale during TikTok LIVEs. Post new content for select items on sale during this time.	Start now HERE Run LSA to get more of your target audience to join your TikTok LIVEs. Prioritize lower funnel Shop Purchases optimizations (e.g. Complete Payment/ [NEW!] Value Optimization). Consider lowering the budget gradually if needed (i.e. by no more than 30% per day). Run VSA for your Shop products in an encore sale. Consider lowering the budget gradually if needed (i.e. by no more than 30% per day).