TikTok Search Ads

On September 24, 2024, TikTok announced the launch of its Search Ads Campaign, a groundbreaking feature designed to revolutionize how advertisers connect with users on the platform. This development comes at a time when search behaviors are rapidly evolving, with over half of consumers now preferring to research products on video and social platforms rather than traditional search engines.

The shift in Search Behavior

According to TikTok's internal data from June 2024, 57% of users utilize the platform's search functionality, with 23% initiating a search within 30 seconds of opening the app. This trend underscores the growing importance of social media platforms as primary sources of information and product discovery.

What is Search Ads Campaign?

Search Ads Campaign is an advanced iteration of TikTok's previous Search Ads Toggle. This new campaign type allows advertisers to create sophisticated keyword-based ads specifically targeting TikTok's search results page. While the user experience remains unchanged, advertisers now have access to a suite of new features and targeting capabilities.

Key features of Search Ads Campaign include:

1. Full control over content appearance in search results
2. Support for Traffic and Web Conversion objectives
3. Optimization for both scale and performance
4. Keyword targeting for precise audience reach

Benefits for advertisers

The introduction of Search Ads Campaign offers several advantages for brands:

1. Converting High-Intent Users: Advertisers can now tap into TikTok's diverse search behaviors, reaching users who are actively seeking specific content or serendipitously discovering new information.
2. Capturing Diverse User Intent: The feature allows brands to connect with audiences across various demographics and interests through comprehensive keyword targeting and enhanced bidding capabilities.
3. Unlocking Incremental Value: TikTok's testing reveals that advertisers running Search Ads in addition to In-Feed Ads see an average 20% increase in conversions, often at a similar or better cost per acquisition (CPA). Furthermore, 18% of users who don't convert after seeing an In-Feed Ad ultimately complete the conversion after viewing the corresponding Search Ad.

Ad placement and user experience

Search Ads appear within the search results when a user initiates a query from the For You page. These ads are seamlessly integrated into the in-feed experience, allowing users to continue scrolling through search results after interacting with an ad.

Implementing Search Ads campaign

Advertisers can access Search Ads Campaign through TikTok Ads Manager. The process involves:

1. Selecting either Web Conversion or Traffic campaign objectives
2. Choosing 'Search campaign' as the campaign type
3. Utilizing the keyword suggestion tool for research
4. Setting target bids and budgets
5. Adding creative assets (video and image carousel formats supported)

The system automatically selects the most appropriate creative for each user based on their search terms within the target keyword list.

Optimization and best practices

To maximize the effectiveness of Search Ads Campaigns, TikTok recommends:

1. Keyword Selection: Include at least 20 relevant keywords per ad group, bundled thematically to match ad creatives.
2. Engaging Ad Creatives: Design ads to drive engagement and click-throughs from search result previews.
3. Appropriate Bidding: Maintain a budget-to-bid ratio of 20:1 for competitive keyword auctions.
4. Continuous Optimization: Regularly review and adjust keyword selection, bids, budgets, and creatives to adapt to TikTok's dynamic search landscape.

Case studies

Glossier

The skincare-first beauty brand leveraged Search Ads Campaign to:

• Increase conversion rate efficiency by 188%
• Generate over 8,500 additional clicks to their website from TikTok search
• Unlock 1,000 conversions specifically attributed to the Search Ads Campaign

Mejuri

The jewelry brand achieved significant improvements through Search Ads Campaign:

• 11% higher Return on Ad Spend (ROAS)
• 88% more efficient Cost Per Acquisition (CPA)

Availability and future developments

As of the announcement date, Search Ads Campaign is available in the United States, with testing ongoing in other markets. TikTok expressed commitment to continued innovation in the search experience, aiming to provide brands with more ways to connect and engage with the TikTok community.

Key Facts

• Announcement Date: September 24, 2024
• 57% of TikTok users utilize the platform's search functionality
• 23% of users search within 30 seconds of opening the app
• Advertisers see a 20% average increase in conversions when using Search Ads alongside In-Feed Ads
• 18% of users who don't convert from In-Feed Ads later convert after seeing a Search Ad
• Search Ads Campaign supports both video and image carousel assets
• The feature is currently available in the US, with testing in other markets