TikiAds is an advertising platform inside the Tiki marketplace, designed similarly to Google Ads. It offers tools for managing campaigns and tracking performance. However, many sellers find Google Ads–style concepts complicated. Even experienced sellers who have used other advertising platforms find TikiAds confusing and feel it does not meet their expectations.
This project focused on redesigning the performance table to help sellers easily track results and manage keywords and products, without overwhelming them with unnecessary complexity.
Focus Areas in Design Thinking Stages
Empathize
Define
Ideate + Prototype
Test + Learn + Adapt
We ran a quick benchmark of the Google Ads system and identified its 3-level structure: Campaign, Ad Group, and Ad (product). Each level supports different aspects of ad setup and optimization.
Campaign: Overall goal and budget.
Ad-group: Keyword targeting and bidding.
Ad: Individual product performance.
Through collaboration with the Business Team, we identified 2 main seller types using the TikiAds system:
Small sellers: They had limited experience with advertising tools. Their primary goal was to run ads for specific products and quickly understand results.
Big sellers / Brands: They had had experience running multiple campaigns at the same time. They cared about optimization, control, and performance comparison. They were familiar with ad hierarchies and bidding logic from other platforms such as Google Ads and Facebook Ads.
After reviewing user feedback with the Business Team on the existing TikiAds system, we identified 3 key issues:
The system structure was confusing: Ad Group and Ad (Product) appeared at the same level in the hierarchy. This confused many sellers, including brands.
Keyword management was hard to access: Users had to go through many layers to reach keyword targeting. This slowed down campaign optimization.
Updating campaigns was not easy: It was difficult to add new products or keywords to existing campaigns. Users needed a simpler way to expand their campaigns.
We decided to hide the Adgroup level for small sellers. This allowed them to focus on individual product performance without needing to understand campaign structure or bidding strategies.
For big sellers and brands, we introduced an advanced version of TikiAds that exposed the Ad-group level. This version provided additional controls and metrics for strategy, segmentation, and optimization, supporting more complex advertising workflows.
Based on the differences in seller needs, we developed 2 design proposals for the performance table. This approach allowed us to maintain 1 unified ad system in the backend while adjusting how the structure was displayed on the frontend.
For small sellers, we hid the Ad-group level and presented a flat structure. Products and keywords were displayed directly, making performance easier to understand without exposing the underlying hierarchy.
For big sellers and brands, we displayed the Ad-group level as a hierarchical structure within each campaign. This allowed them to manage multiple ad-groups under a campaign and provided better control over segmentation and optimization.
Made performance easier to compare: Reduced the table from 4 levels to 2 levels, so sellers can compare campaigns without going through many layers.
Helped sellers optimize campaigns faster: Made key data easier to see, so sellers can quickly adjust bids, budgets, and products.
Built more trust in the platform: Clearer and more transparent data helps sellers feel more confident when making decisions.