TikTok introduces Search Ads in its In-Feed Ads campaigns

TikTok, the popular short-form video platform, last month announced the launch of a new Search Ads Toggle for its In-Feed Ads campaigns. This new feature enable advertisers to automatically create search results ads using their existing In-Feed Ad content and targeting, and serve them against relevant user queries adjacent to organic video results.

The Search Ads Toggle is a significant development for TikTok advertisers, as it provides them with a new way to reach potential customers who are already actively searching for the products or services they offer. This is valuable for brands that are looking to drive traffic to their websites or landing pages, or generate leads and sales.

To use the Search Ads Toggle, advertisers need to enable it when creating or editing an In-Feed Ads campaign. Once enabled, TikTok will automatically create search results ads using the advertiser's existing ad content and targeting. These ads will then be displayed alongside organic video results when users search for relevant keywords on TikTok.

TikTok notes that the Search Ads Toggle is still in beta, but it is already available to advertisers in select markets. The company plans to roll out the feature to more markets in the coming months.