TikTok Search Ads Campaign: The New Frontier of Search
Emily Lou • 9th Oct 2024
We’ve been eagerly waiting for TikTok to introduce keyword search capabilities to its ads suite, and now, with the official announcement of TikTok Search Ads Campaigns, that moment has arrived. Following the success of the Search Ad Toggle, this new campaign capability allows advertisers to directly reach users when they are actively searching for relevant content on the platform. This opens up an exciting new opportunity for brands looking to integrate TikTok into their media mix.
What Are TikTok Search Ads?
While TikTok ads within search result pages was possible with the Search Ad Toggle, brands previously could not target specific keywords. The introduction of the Search Ads Campaign gives brands more control over how and where their content appears. This means that when a TikTok user searches for specific content related to a product, trend, or topic, advertisers can now position their ads within these search results.
Our Key Take Outs:
- Active User Intent: Unlike in-feed ads, which are great for discovery, search ads tap into the intent-driven behaviour of users who are actively searching for something. This gives brands the advantage of connecting with users at the moment they are most curious and interested in related products or services.
- New Placement Opportunities: For brands hesitant to try the Search Ads Toggle previously, this new campaign provides additional control. It offers access to TikTok’s most engaged audience in a more strategic way. This deeper layer of discovery could lead to higher conversion rates and more meaningful engagement.
- Enhanced Conversions: Combining Search Ads with In-Feed Ads can boost conversions by an average of 20%, often at a similar or lower cost per acquisition. Additionally, 18% of users who don’t convert after viewing an In-Feed Ad complete the conversion after seeing a Search Ad. This allows advertisers to capture intent-driven users—an invaluable part of any TikTok conversion strategy.
- Test & Learn Approach: Both standard video and carousel ads can be used in the Search Ad Campaign, and TikTok will automatically optimise for the best-performing creative. It’s important to note that testing and learning will be key when running Search Ads Campaigns. As with other search campaigns, you will need to continually monitor and optimise keywords, bids, budgets, and creatives.
Why We Believe Search Ads Campaign Matters
The Search Ads Campaign is an exciting tool that allows brands to leverage TikTok’s highly active and engaged audience in a more intentional way. With TikTok becoming increasingly popular as a search engine (with many people now using the app to research and preferring it to Google), the TikTok search results page has become an appealing and powerful space for advertisers. Appearing in search results allows brands to engage users at critical decision-making moments, with keyword targeting driving impactful engagement and conversions.
However, these campaigns require active management. If you’re unsure where to start or how to generate successful advertising campaigns on TikTok, partnering with a TikTok agency like Lane Media can help you unlock the platform’s full potential.
Can we take your TikTok advertising to the next level? Get in touch today for chat about all things TikTok.
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