TikTokHow To Build Campaigns Your Way With Smart+ | TikTok For Business Blog
摘要
Smart+ 是 TikTok 的自动化解决方案组合，整合于广告组创建流程中，利用 AI 和信号自动执行重复任务，同时允许广告主在模块级别（如受众定向、预算策略、版位、创意资产）开启或关闭自动化。其核心优势包括：提升效率与效果、可控的自动化、以及赋能中下层漏斗（如销售、应用推广、线索生成）。
最新功能包括：Smart+ 模块化控制（透明化各环节自动化使用情况）、Smart+ 自动版位新增手动选择（TikTok、Pangle、Lemon8 等）、Music Autofix（自动检测音乐版权并替换）、Smart+ 扩展至流量目标、AI 摘要功能（自动评估投放效果并给出优化建议）、以及 Asset Manager 统一资产管理面板。
针对不同目标，Smart+ 提供专门方案：Sales Campaigns 的 Catalog Ads 在测试中 CPA 改善 29%；App Campaigns 支持自动选择和实时 iOS 转化报告；Lead Generation Campaigns 通过深度漏斗优化和 Cost Cap 策略平衡线索数量与质量。此外，Symphony Automation 集成生成式 AI，可自动生成推荐创意、优化现有素材（如调整画幅、翻译配音），并内置创意控制设置。
分析师点评
TikTok Smart+ 的推出反映了 AdTech 行业一个明确的趋势：自动化与可控性的结合成为下一阶段竞争的关键。与 Meta 的 Advantage+、Google 的 Performance Max 类似，TikTok 正在构建一个“黑箱但可调节”的系统，让广告主在享受 AI 带来的效率提升的同时，保留对关键决策点的干预能力。值得注意的是，Smart+ 特别强调模块级别的开关控制，这可能是对广告主此前对全自动化缺乏透明度的回应。
从竞争视角看，TikTok 的动作具有时间上的紧迫性。随着隐私政策收紧（如 SKAN、用户授权变化）、IDFA 影响持续，全自动化的基于信号优化的方案成为必须。Smart+ 扩展至流量目标，以及 Symphony Automation 的生成式创意能力，说明 TikTok 意图覆盖从创意生成到竞价优化的全链路，这对 UA 经理和广告运营团队来说，意味着需要重新评估手动优化和自动化之间的资源分配。
值得关注的是，Smart+ 的模块化结构为行业提供了一个参考框架：未来的广告平台不会走向完全黑箱，而是会在自动化与传统控制之间寻找平衡。对于广告主来说，关键在于如何利用这些可控参数（如留存受众定向、自定义创意规则）来引导 AI 的优化方向，而不是简单依赖平台的全自动建议。这要求 UA 团队具备更深入的平台机制理解能力，而非仅凭经验手动调优。
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