TikTok launched the ‘TikTok Search Ads Campaign’ in the United States on September 24th, 2024.
This keyword-based solution allows brands to appear prominently in the platform’s search results so they can reach users actively seeking information or products. According to TikTok’s June data, over 57% of its users use the search function, with 23% searching within 30 seconds of opening the app.
Previously, the ‘Search Ads Toggle’ restricted brands to display ads alongside search results. The new feature helps brands choose relevant keywords and aligns their ads with appropriate user searches by suggesting potential keywords.
By targeting users with relevant ads within the TikTok app, brands can:
- Increase brand visibility
- Drive website traffic
- Boost sales
While marketers are intrigued, they are still taking time to test and see how it might complement their existing TikTok spend to paid media budgets.
What is the TikTok Search Ads Campaign?
The TikTok Search Ads Campaign is different from Google and Microsoft Ads. Instead of disrupting the user experience with intrusive banners or text-only ads, TikTok Search Ads integrate into the platform’s organic content feed.
It also offers both Traffic and Web Conversion objectives and gives marketers the flexibility to optimise for scale or performance. With TikTok’s unique video-first format, brands can create eye-catching ads to reach the target audience.
Not only does it make the ads less intrusive and allows them to engage users already in discovery mode, it also keeps users engaged for long periods with highly relevant content. Marketers can easily reach users based on:
- Demographics
- Behaviours
- Interests
Why Should Marketers Use TikTok Search Ads
Search plays a major role in signalling intent. Early data from TikTok shows brands using both ‘Search Ads’ and existing ‘In-Feed Ads’ saw a 20% increase in conversions. Over 18% of users who viewed ‘In-Feed Ad’ but didn’t click on them engaged with the brand after seeing a related ‘Search Ad’.
The launch comes as social media begins to overtake search engines for discovery among Gen Z and millennials.
With over 3 billion searches annually on TikTok, people are turning to the platform for more than just entertainment. Youngsters are now seeking gift ideas, electronics reviews, tutorials, beauty tips, recipes, meal ideas, cars, and the best restaurants and bars.
Marketers now have the option to directly target users based on specific keywords.
However, the reaction is mixed as most clients have observed lower CPC and CTR when testing TikTok's search ads compared to traditional search engines and even TikTok's in-feed ads. As an exception, two brands not only achieved higher CPCs and CTRs than their typical TikTok campaigns but also outperformed Google Search in terms of CPC, CTR, and ROAS.
Capitalising on Holiday Shopping with TikTok Search Ads
The launch of TikTok Search Ads is close to the holiday season when sales will be at its peak.
Unlike Google, the platform caters to a more passive audience open to discovery rather than a targeted intent-driven search. TikTok executives have been emphasising this distinction in recent discussions with agencies and brands, positioning search ads as a tool for product discovery and research rather than a direct sales driver. While they've touted the potential for performance metrics and hinted at budget reallocation from other channels, marketers remain cautious.
Despite the allure of performance, TikTok will need to provide more compelling evidence before advertisers are willing to shift their budgets.
Sharing his thoughts on this update, Tariq Mohammed, the Founder and CEO at 360 OM, said, “TikTok Search Ads may be a risky bet for Q4. It is quite late for US advertisers to significantly shift or reallocate paid media budgets to TikTok now. But, it's an interesting development that brands can monitor and experiment with.”
He added, “Activation specialists and TikTok experts may benefit from adopting strategies used by PPC specialists. Additionally, search specialists familiar with Google Ads should look to upskill themselves on TikTok advertising. This further goes on to prove that the new media buyer is a multi-channel specialist.”
Nonetheless, as consumers ramp up their search for gifts, deals, and product reviews later in 2025, TikTok Search Ads offer a powerful tool to capture demand at the precise moment it surges. By targeting users with keywords and video-first format will help brands promote their products in a creative way than traditional static images or text.
Original video ideas can help brands stand out from the competition. Unboxing videos and tutorials resonate deeply with TikTok’s audience, who crave authentic and engaging content.
How To Launch Your TikTok Search Ads Campaign?
Ready to use TikTok Search Ads for your holiday marketing? Here are some simple steps you can take.
- Identify Your Target Keywords: Use TikTok’s Creative Center to discover trending keywords related to your industry and understand what your audience is searching for.
- Craft Engaging Video Content: Create visually appealing video ads that seamlessly integrate into TikTok’s organic content feed.
- Monitor and Optimise Performance: Track key metrics like impressions, clicks, and conversions in the TikTok Ads Manager. Use this data to refine your campaigns for optimal results.
- Use TikTok’s Algorithm: Take advantage of TikTok's powerful recommendation engine to target the right users based on their interests and behaviours.
- Navigate to the TikTok Ads Manager: Access the platform to begin creating your campaign.
- Select a Campaign Objective: Choose either “Traffic” or “Website Conversions” to align with your goals.
- Use Search-Specific Features: The TikTok Ads Manager provides a dedicated campaign flow with features like keyword research and negative keyword targeting.
- Choose Your Ad Assets: TikTok Search Ads support both video and image carousel assets with flexibility for businesses with varying content options.
By following these steps, you can reach more users and boost holiday shopping sales.
Unlike Google and Microsoft Ads, TikTok combines discovery with intent-driven advertising. This helps brands capture the attention of users actively searching for products or information within the TikTok app.
By incorporating TikTok Search Ads into your holiday PPC strategy, you can gain a competitive edge and drive significant sales.
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.
