<b>Bidding basics: should TikTok chase the cheapest result or hit your target?</b>

<b>Bidding basics: should TikTok chase the cheapest result or hit your target?</b>

Bidding just means how you tell TikTok what a result is worth to you. Two beginner-friendly options:

— Lowest Cost = 'spend my budget, get me the cheapest results you can'
— Cost Cap = 'try to keep each result near this price I set'

Lowest Cost is the gentle starting point. You don't guess a number, TikTok just optimizes. The downside: as you scale, costs can drift up.

Cost Cap gives you control, but here's the trap: set the cap too low and TikTok simply won't spend, because it can't hit that price. Then you panic that the ad is 'broken' when really your cap was unrealistic.

The safe path: start on Lowest Cost, learn your true cost per result, then set a Cost Cap slightly above it.

Try this: note your real cost per result this week. That number is your future cap. Take it slow.