In a move that signifies TikTok’s increasing alignment with advertiser needs, the platform has launched the “Search Ads Toggle“, a new feature in its Ads Manager. This feature promises to strategically place advertisements within TikTok’s search results, offering brands increased visibility tied directly to user queries.
TikTok’s evolution has not only seen it become a hub for entertainment but also a space where users actively search for content, ranging from trending challenges to product reviews. Citing a recent study, the platform highlighted that its users are 1.5 times more likely to discover new brands compared to those on other platforms.
The Search Ads Toggle is designed to leverage an advertiser’s existing In-Feed Ad creative, showcasing it alongside organic search results as “Sponsored” content. The positioning of these ads is determined by multiple factors, including a user’s search intent, the ad’s relevance to the entered query, and a plethora of data from the broader user behavior on the platform.
An exciting metric stemming from TikTok’s internal research might be the nudge advertisers need to embrace this new feature: a whopping 70% of ad groups observed enhanced performance when using the Search Ads Toggle.
For users, the introduction of this feature ensures a seamless experience. Beginning their journey with a search query, users will now find sponsored ads integrated into their search results. Clicking on an ad offers the familiar in-feed TikTok experience, ensuring consistent user engagement.
By default, the Search Ads Toggle is set to the “on” position for every new In-Feed Ads campaign. However, advertisers can exercise control by switching it off as needed. It’s important to note that activating the toggle during an ongoing campaign won’t reset its learning phase.
This latest update solidifies TikTok’s commitment to fostering robust connections between its vast user community and brands. As the platform’s search functionality continues to gain momentum, advertisers are presented with fresh opportunities to captivate potential consumers.