TikTok has enhanced its Search Ads campaigns to provide brands with another opportunity to get their promotions in front of app users who are searching.
Search ads are now accessible for both Traffic and Web Conversion goals, and a new feature during setup allows advertisers to choose appropriate terms for their campaigns.
The most significant variation in format from its existing Search Ads is that it allows advertisers more control over placement.
TikTok added a “Search Ads Toggle” to ad campaigns last year, which, when activated, ensures that ads are qualified to appear in related search queries in the app.
The toggle, however, is merely a placement and not a separate ad option. This means that advertisers might enable it to have adverts appear in relevant searches but not target specific keywords.
TikTok’s new Search Ads appear the same on the app, but advertisers have more flexibility.
As stated by TikTok:
“With Search Ads Campaign, brands have full control over how their content appears on the TikTok search results page, ensuring the right creative is served to the right users.”
So, while the placement and appearance remain the same, you now have more flexibility over where your ads show in relation to user inquiries.
Which is significant since, according to TikTok, 57% of users use the app’s search feature, and 23% look for something within 30 seconds of opening the app. TikTok is also gradually becoming a product discovery destination, with TikTok stating that marketers that run Search Ads in addition to In-Feed Ads get an average 20% increase in conversions.
As demonstrated in this example, TikTok’s system will also identify keywords to target based on the terms you type.
It’s a nice addition, quite similar to other search campaign possibilities in other apps, but it’s a significant improvement to TikTok’s discovery targeting.
TikTok’s continued drive as an e-commerce platform and shopping destination may make it a more valuable option in the long run.