Consumer search intent spikes during the holiday season. People are actively searching for gifts, deals, and product reviews.
TikTok Search Ads help brands capture demand at the right moment. Marketers can target users looking for “best gifts for dads” or “holiday outfit ideas,” ensuring their brand is visible when intent is highest.
With TikTok’s video-first format, brands can showcase products more creatively than static images or text.
Video ads allow marketers to show their products in action, whether through unboxing videos or tutorials. This resonates with TikTok’s audience, who love authentic, engaging content—especially during the holidays.
How to Get Started with TikTok Search Ads
If you’re looking to add TikTok Search Ads to your holiday strategy, here’s how to begin:
Identify Your Keywords: Understand what your audience searches for on TikTok. Use TikTok’s Creative Center to find trending keywords relevant to your industry.
Create Engaging Video Content: Make your ads visually appealing. They should fit into the organic content flow of TikTok.
Monitor Performance: Track impressions, clicks, and conversions in TikTok Ads Manager. Adjust your campaigns based on performance data.
Leverage TikTok’s Algorithm: Take advantage of 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.
When creating a new campaign, choose from either of the following campaign objectives to create a Search campaign:
Traffic
Website conversions
From there, the TikTok Ads Manager provides a new campaign flow with search-specific features. This includes a keyword research tool as well as the ability to add negative keywords.
TikTok Search Ads support both video and image carousel assets, which opens up the market to businesses who may not have video content readily available.
Final Thoughts
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 from other platforms like Google and Microsoft Ads.
This new feature could give your brand the edge it needs during the busiest shopping time of the year. Will you be making TikTok Search Ads part of your holiday PPC strategy this year?