TikTok Expands Its Search Advertising: What Marketers Need to Know

TikTok is making a significant move in digital advertising with the launch of its “Search Ads” campaign. This new initiative, which began on September 24, 2024, enables advertisers to target users based on what they are actively searching for on the platform. Here’s a breakdown of TikTok’s strategy and how this could affect the future of social media advertising.

A New Era of Search Ads on Social Media

As TikTok strengthens its search ads portfolio, it’s changing the game for how brands connect with potential customers. The “Search Ads” campaign is designed to allow brands to reach users based on search intent, potentially converting those searches into ad revenue. By giving brands more control over ad placement, TikTok is positioning itself as a valuable tool for marketers focused on targeting high-intent audiences.

How TikTok Search Ads Work

With TikTok’s new Search Ads Campaign, brands can target users through keyword-based search ads, making it possible to show ads directly in response to specific searches. Key features include:

1. Mixed Ad Formats: Brands can use both video and image carousel formats, creating a dynamic experience for users.
2. Automatic Creative Selection: TikTok’s algorithm automatically selects the best ad creative based on the user’s search terms, using the brand’s chosen keywords.
3. High-Intent Targeting: The ad formats are built to attract users who are actively searching for related content, increasing the likelihood of engagement and conversion.

Why TikTok Search Ads Matter

TikTok’s new search ads allow for deeper engagement by reaching users when they’re actively looking for something. According to David Kaufman, TikTok’s Global Head of Monetization, adding search ads alongside in-feed ads has shown a 20% increase in conversions. This trend suggests that users who might skip an in-feed ad often interact after seeing a search ad, highlighting the potential of search ads to enhance product discovery.

Advantages of TikTok Search Ads

With this new search ads format, brands can:

• Target Traffic and Conversions: Brands have options to focus on web traffic or conversions, making it easier to customize campaigns for specific goals.
• Integrate Seamlessly: Ads appear naturally in the “For You” page search results, enhancing the user experience without interrupting the flow of content.
• Advanced Targeting and Optimization: The tool offers advertisers more refined targeting capabilities, helping to optimize ads based on performance metrics.

Strategic Implications for Marketers

This move allows TikTok to compete with tech giants like Google and Amazon, who have long dominated the search ads space. TikTok’s offering could prompt marketers to consider shifting budgets from other platforms to TikTok, especially for campaigns centered on product discovery and brand awareness.

The Future of TikTok Search Advertising

TikTok’s “Search Ads” campaign builds upon the platform’s Search Ads Toggle feature launched last October, which allowed in-feed ads to appear in search results as sponsored content. As TikTok continues to innovate in the social media advertising space, its new search ads feature may redefine the platform’s value for marketers looking to connect with high-intent audiences.

With the initial rollout limited to the U.S., TikTok is expected to expand this feature to other countries soon. As more data on engagement and conversions becomes available, marketers will be watching closely to see how TikTok’s search ads compete with established players and impact their advertising strategies.

Our specialists are ready to set up effective advertising on TikTok for you, leveraging the platform’s latest tools and features, including the new search ad format. We offer a comprehensive approach that includes:

• Developing an advertising strategy tailored to your target audience and marketing goals.
• Setting up search campaigns using targeted keywords to reach high-intent users.
• Optimizing creatives (video and image carousels) to maximize engagement and conversions.
• Monitoring and analyzing campaign performance to adjust strategies and improve efficiency.
• Behavior-based retargeting and targeting, allowing you to reach a relevant audience and increase conversions.

Our expertise and knowledge of TikTok’s unique platform dynamics enable us to create ads that naturally blend into the content, engaging your audience and supporting your brand’s growth. Order your TikTok ad setup now!

This article available in Ukrainian.