TikTok is no longer just a platform for viral dances and meme-worthy content. The company recently launched its highly anticipated Search Ads in the United States. This new feature offers marketers a way to reach consumers actively searching for content, products, or services on the platform.
TikTok Search Ads blend seamlessly into the organic content flow. They feel less intrusive and more engaging to users who are already in discovery mode. A significant advantage is TikTok’s advanced algorithm known for keeping users engaged through relevant content suggestions.
Search Ads benefit from this targeting power, allowing marketers to reach their desired audience based on demographics, behaviors, and interests. Traffic and Web Conversion objectives are supported in the TikTok Ads Manager. This provides opportunities to optimize for both scale and performance.
One unique aspect of TikTok’s Search Ads is the ability to use video ads. This leverages TikTok as a video-first platform to create dynamic, visually appealing content that engages users. Search is crucial in a consumer’s journey, signaling intent.
Until now, TikTok was mainly a discovery platform. With Search Ads, it merges discovery with intent, allowing brands to engage users actively searching for specific items. TikTok users conduct numerous searches annually, looking for product reviews, tutorials, beauty tips, and more.
This search feature enables advertisers to target users when they’re ready to explore or make a purchase. The timing of TikTok Search Ads is ideal for marketers preparing for the holiday season. This is a highly competitive period with Black Friday and Christmas driving massive e-commerce sales.
TikTok expands with search ads
Consumer search intent spikes during the holidays, with people actively looking for gifts, deals, and product reviews. TikTok Search Ads help brands capture demand at the right moment.
To get started with TikTok Search Ads, first identify your keywords. Understand what your audience searches for on TikTok. Use TikTok’s Creative Center to find trending keywords relevant to your industry.
Next, create engaging video content. Make your ads visually appealing and ensure they fit into the organic content flow of TikTok. Monitor performance by tracking impressions, clicks, and conversions in TikTok Ads Manager.
Adjust your campaigns based on performance data. Finally, leverage TikTok’s powerful recommendation engine. Target the right users by setting up campaigns based on interests and behaviors.
To create your first TikTok Search Ads campaign, navigate to the TikTok Ads Manager. Choose the relevant campaign objectives, such as Website conversions. The TikTok Ads Manager offers a new campaign flow with search-specific features, including a keyword research tool and the ability to add negative keywords.
TikTok Search Ads support both video and image carousel assets. TikTok Search Ads provide a fresh way for brands to reach an engaged audience. As the holiday season nears, this feature allows marketers to target consumers when they’re ready to buy.
TikTok combines discovery with intent-driven advertising, making its search offering unique compared to platforms like Google and Microsoft Ads. Implementing TikTok Search Ads could give your brand the edge needed during the busiest shopping time of the year.
