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When to turn on GMV Max (and when not to)
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Hey, Pretty much every brand that starts to really grow successful on TikTok Shop starts to wonder about GMV Max ads. They're not sure when to turn it on. A lot of them aren't even sure when to scale it. I was working with a brand recently that came to us after already making six figures per month on TikTok Shop until they ran into a massive problem. Their TikTok Shop ads started targeting the wrong customers. The spend was going behind the wrong videos from the wrong creators. As a result, the target demographic was not being targeted. It was selling to the wrong audience, and they basically stopped making money from it. Here's how I solved this issue. But first, let me explain a little bit more about GMV Max. GMV Max ads perform based on an algorithm. It's just running through the content that affiliate creators are posting. And that's why building an affiliate content army is the first step with TikTok Shop growth before running ads, running live streams, or anything else. The first step is always to make sure that your ideal target creators are making good videos about your product before scaling ads. And so, for that brand, we went back to their ideal creators, started to really push content on them, and really tried to avoid everybody else. Our big rule is simple: pour fuel only on fire. Organic proves what works and actually builds that momentum, and then you can use paid to scale it. If you have the wrong creators making content or you have creators making bad content, then ads will never perform. But if you give GMV Max several hundred fresh videos from the right creators, there's no reason it shouldn't perform. TikTok Shop is a content volume game. Most videos do a little, but few win big. GMV Max is the key to pushing that growth, but you definitely need that content momentum for it to work. When our brands turn it onHere's the checklist we use for our 8- and 9-figure brands. 1. The store has real volume. 2. The product already sells on its own. 3. One campaign per product. 4. Let it pick the videos. 5. Start with a floor, not a firehose. 6. Check your stock. Want your TikTok Shop math done for you? Book a free discovery call with my team. We'll look at your hero products, your margins, and what an affiliate army would cost you, all in. You'll get a straight answer on whether TikTok Shop fits your brand right now. Book your free discovery call → Talk soon, Noah Noah Frydberg |
Noah Frydberg, CEO @ Maverick Creative
Subscribe for valuable content about how to scale your brand, from an award-winning Tiktok Shop Partner agency.
Hey, Today I want to show you what's working right now. This is how we're scaling our 8- and 9-figure brands on TikTok Shop. A lot of big brands come to us already selling. They already have creators. But sales have stalled. Here's what we keep seeing. The fix usually isn't "get more creators." The fix is running the creators they already have like a team. Lesson 1: Start with the creators you already have The first thing we do is sort every creator a brand already has. We sort by value, not...
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