Excluding a creator video from a GMV Max campaign takes it out of paid traffic. TikTok says people may still see it.
TikTok's help page says Product GMV Max “automatically includes authorized affiliate videos that feature your selected products.”
If one of those videos is off-brief, say an old price or the wrong product name, TikTok offers bulk creative exclusion filters. Its help page says:
- They “allow you to exclude up to 200 videos from the paid traffic” of a Product GMV Max campaign that uses autoselect video mode.
- You set them by keywords in video captions, posting dates of videos, or affiliate handles. Videos that match are excluded from the campaign, both existing and future ones.
- Excluded videos “may still be distributed in organic traffic, meaning TikTok users can still see them.”
TikTok also says the filters “may result in worse campaign performance.”
So an exclusion is about paid traffic. The video itself may stay up. And the filters work from the caption, the date and the creator.
A question for your team: when a creator says something off-brief on camera, how would you find that video?