TikTok has launched its Search Ads Campaign, an innovative advertising solution that allows brands to connect with high-intent users through keyword-targeted ads on the platform’s search results page.
With 23% of users searching for something within 30 seconds of opening TikTok and 57% utilizing the search function, TikTok is positioning search as a powerful tool for advertisers to tap into real-time consumer interest.
The Search Ads Campaign builds on the success of TikTok’s Search Ads Toggle, offering brands more control and targeting capabilities.
Advertisers can optimize their campaigns using both Traffic and Web Conversion objectives, ensuring the right content reaches the right audience at the moment of discovery. With keyword targeting, advertisers can reach users actively searching for relevant content, making it easier to drive engagement and conversions.
TikTok’s data suggests that combining Search Ads with In-Feed Ads delivers significant value, with advertisers seeing a 20% increase in conversions and a similar or better cost per acquisition.
The new campaign type enables brands to leverage TikTok’s multifaceted search behavior, capturing demand across various interests and demographics. This campaign also supports creative flexibility, with the ability to run both video and image carousel assets.
To make Search Ads Campaign effective, advertisers are encouraged to choose relevant keywords, spark interest with creative ad content, and set appropriate bids and budgets. TikTok emphasizes the importance of ongoing campaign optimization to keep up with the platform’s evolving search landscape.
The launch of Search Ads Campaign reflects a shift in user behavior, as more people now prefer researching products on video and social platforms over traditional browsers.
For marketers, this offers a timely opportunity to capture intent-driven audiences and enhance brand discovery in a growing search-driven space.
Given the rapid changes in search behaviors, brands that invest in this feature can unlock greater visibility and engagement. TikTok continues to innovate and improve its advertising tools, allowing marketers to capitalize on high-intent users and provide a more personalized experience for consumers.
TikTok’s introduction of Search Ads Campaign marks a significant advancement in how marketers can reach consumers at pivotal moments in their journey.
The ability to tap into real-time search behaviors is a game-changer, especially with the platform’s growing user base. By combining search and in-feed ads, brands have a powerful tool to drive conversions and maximize engagement in a cost-effective way.
