If you're already driving sales through shoppable videos, expanding to LIVE is a smart next step, and Promote is how you amplify those results.
To ensure your LIVE delivers the best possible revenue for your TikTok Shop, we recommend setting your Promote goal to drive "More Product Purchases". This specific, conversion-focused goal is designed to help direct your ad spend toward reaching viewers who are most likely to buy, rather than simply optimizing for audience size. In our experience, the Return on Ad Spend (ROAS) for campaigns optimized for Product Purchases tends to be 2 times higher when compared to campaigns focused only on general LIVE Views.
Here's how to set up Promote for More Product Purchases for LIVE:

1. To start your promotion before your LIVE begins, select "Promote" on the panel.
2. Alternatively, to start your promotion during your LIVE, select the share arrow icon.
3. In the pop-up, select "Promote".
4. For your ad goal, select "More Product Purchases".
5. You can also customize your target audience or let TikTok choose for you. (Tip: Allowing TikTok's default audience to find high-intent buyers broadly often results in an average of 32% higher ROAS compared to setting narrow demographics.)
6. Set your budget and campaign duration. Click "Pay" once you are done with your setup, and you are good to go!