TikTok is no longer just a platform for viral dances and meme-worthy content.
With its latest feature, Search Ads, TikTok is positioning itself as a serious player in the world of paid search marketing.
Announced on September 24th, TikTok launched its highly anticipated Search Ads in the United States, giving marketers a new way to reach consumers when they are actively looking for content, products, or services on the platform.
This move opens up a world of possibilities for brands as we head into the most lucrative time of the year: the holiday shopping season.
What Makes TikTok Search Ads Different?
TikTok Search Ads aren’t just a copy of what we see on Google or Microsoft Ads. TikTok ads blend seamlessly into the organic content flow. The ads feel less intrusive, more engaging, and natural to users who are already in discovery mode.
TikTok’s advanced algorithm is another major advantage. The platform is known for keeping users engaged through relevant content suggestions.
Search Ads also benefit from this targeting power. Marketers can reach their desired audience based on demographics, behaviors, and interests.
Currently, Traffic and Web Conversion objectives are supported in the TikTok Ads Manager, allowing the opportunity to optimize for scale and performance.
A unique aspect of TikTok’s Search Ads is the ability to use video ads. TikTok, as a video-first platform, allows brands to create dynamic, visually appealing content to engage users.
The Power of Search on TikTok Today
Search is crucial in a consumer’s journey, signaling intent. Until now, TikTok was mainly a discovery platform.
With Search Ads, TikTok merges discovery and intent, allowing brands to engage users actively searching for specific things.
TikTok users conduct over 3 billion searches annually. People look for more than entertainment; they seek product reviews, tutorials, beauty tips, and more.
TikTok has become a favorite for Gen Z and Millennials looking for authentic, community-driven content. Search Ads give advertisers a chance to target these users when they’re ready to explore or buy.
Even though ads have been available in the search results before, brands now have direct control over what keywords their ads show up for.
For example, a skincare brand could target users searching for “best moisturizers for dry skin.” This puts brands in front of consumers when their intent to act is at its highest.
The Impact on Holiday Marketing Campaigns
The timing of TikTok Search Ads couldn’t be better for marketers preparing for the holidays. This time of year is highly competitive, with Black Friday and the Christmas season driving huge e-commerce sales.