Running a business in Thailand means tapping into the power of e-commerce, and TikTok has become a major player. For advertisers, a new update to TikTok Ads Thailand is making it easier than ever to maximize sales during key shopping periods. It’s called the “Promotion Days” feature for GMV Max campaigns.
This feature is designed to solve a common headache for marketers: manually increasing ad budgets for special sales like the popular “Double Day” (e.g., 6/6, 7/7) or Pay Day sales. The Promotion Days feature automates this process, ensuring you never miss an opportunity.
Let’s dive into what this feature is and how you can use it to your advantage.
Guide to TikTok’s “Promotion Days” Feature for GMV Max Ads
What is the “Promotion Days” Feature for GMV Max Ads?
Released in mid-June 2025, Promotion Days is a new setting within GMV Max campaigns on TikTok. Its main purpose is to automatically increase your daily ad budget on specific promotional dates that TikTok identifies.
Here’s how it benefits your business:
1. Automatic Budget Increases
The feature can boost your daily budget by 50% to 300% on designated Promotion Days. This is incredibly convenient because you no longer need to log in and manually adjust your spending. A higher budget during peak traffic days helps you reach more potential customers and increase your sales.
2. Automatic ROI Adjustments
Alongside budget increases, you can also allow the system to automatically lower your Target ROI (Return on Investment) by 10% to 30%. While lowering your target return might sound counterintuitive, it gives the TikTok algorithm more flexibility to win bids and secure more sales. In simple terms, you might make slightly less profit per item, but you sell a much higher volume, leading to a significant increase in your overall revenue (Gross Merchandise Value or GMV).
This automation helps you avoid common mistakes like forgetting a promotion date or entering the wrong budget. It also solves a major challenge with GMV Max campaigns: once a daily budget is overspent, it’s very difficult to reduce it the next day. This feature handles both the increase and the subsequent return to your normal budget seamlessly.
Where to Find the “Promotion Days” Schedule (And How to Customize It)
You can find the schedule of upcoming sales events in your TikTok Ads Manager under the “TikTok Shop promotion days schedule.” By clicking “Details,” you can see past and upcoming dates that TikTok has marked for promotions. This helps you plan your ad spend for the entire month.
Even better, you are not locked into TikTok’s schedule. The feature allows for full customization.
You can add your own custom dates by selecting “Add Custom Date.” This means if you have a brand-specific flash sale or a special event, you can tell the system to treat it like an official Promotion Day and increase your budget accordingly. This flexibility is a massive advantage for any strategic TikTok Ads Thailand campaign.
A Practical Example: Using the “Promotion Days” Feature
Let’s imagine you’re running one GMV Max campaign with a standard daily budget of 500 THB. Here’s how you could calculate your monthly spend for June 2025 (a 30-day month) using the feature.
- Standard Daily Budget: 500 THB
- Identified Promotion Days in June: June 3-6 and June 28-30 (total of 7 days).
- Promotion Days Setting: Increase budget by 100% on these days.
Here is the calculation:
- Normal Days (23 days): 23 days x 500 THB/day = 11,500 THB
- Promotion Days (7 days): The budget doubles to 1,000 THB/day. 7 days x 1,000 THB/day = 7,000 THB
Your total estimated ad spend for June would be 18,500 THB.
Final Thoughts: Is the “Promotion Days” Feature Worth It?
Absolutely. This feature is a significant quality-of-life improvement for anyone running TikTok Ads Thailand, especially with GMV Max campaigns. It addresses a real pain point for advertisers who constantly need to adjust budgets for promotional events.
By automating both the budget increase and the subsequent decrease, it saves time, reduces the risk of human error, and ensures your campaigns are always optimized for the biggest sales days of the month. It’s a smart, automated assistant that works to maximize your revenue without the manual effort.
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Originally in Thai. Translated to English with the help of Gemini.
