TikTok has introduced a new advertising feature called 'Search Ads Campaign' that will allow brands to appear directly in the TikTok search results. This new feature gives advertisers more control over where their ads appear. It allows them to target specific keywords, making it easier to connect with the right audience who are actively searching for products or information within the app.
What’s New?
Previously, advertisers had limited options for search ads on TikTok, and there was a feature called 'Search Ads Toggle,' which let advertisers display ads in search results. However, it didn’t allow them to target specific keywords. Now, with 'Search Ads Campaign,' brands can choose keywords that match their products or services. TikTok’s system even recommends keywords to help advertisers choose the most effective ones. By choosing the right keywords, brands can make sure their ads are seen by users who are more likely to engage with their content.
Why is This Important?
TikTok reports that 57% of its users use the search function, and 23% search within 30 seconds of opening the app. This means a large number of users are actively looking for something when they are on TikTok, and brands now have a chance to show up exactly when it matters.
The new 'Search Ads Campaign' feature allows brands to choose from two advertising goals: Traffic and Web Conversion. This helps brands either get more people to their website or increase conversions (like purchases). Brands using this feature have already seen a 20% increase in conversions, and 18% of users who initially didn’t engage with an ad go on to interact with it after seeing a related search ad.
A Step Ahead of Competitors
TikTok isn’t the only platform using search for advertising. Other platforms like Instagram and YouTube have also launched similar features. However, TikTok’s rapid growth in e-commerce and product discovery makes this a powerful tool for brands wanting to reach a younger, more engaged audience.
Where Will the Ads Appear?
When TikTok users search for something, they see results similar to a search engine. The ads appear within these search results, giving brands the chance to be seen alongside organic content. This helps advertisers reach users at key moments when they’re actively searching for information.
How to Use TikTok Search Ads Campaign
Activating the Search Ads Campaign is simple. Brands just need to head to TikTok Ads Manager, choose either a Web Conversion or Traffic campaign, and then select the "Search Campaign" option. TikTok provides a keyword suggestion tool to help advertisers choose the right terms to target. They can also exclude unwanted keywords to fine-tune their campaigns.
Tik Tok Search Ads Campaign supports both video and image carousel ads, and brands can use a combination of both in one campaign. The platform automatically chooses the best format for the user's search query, making the ad experience more seamless and effective.
Our Take
TikTok’s new 'Search Ads Campaign' feature is a big step forward for brands looking to connect with users who are actively searching for products or information. By giving advertisers more control over where and how their ads appear, TikTok is creating new opportunities for brands to increase engagement and conversions on the platform.
TikTok search ad feature is currently available in the United States and will soon be rolled out to other markets, making it an exciting option for businesses worldwide.
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