As search behaviors shift, with more than half of users now turning to video and social platforms for product research, TikTok has taken a significant step forward with its newly launched Search Ads Campaign. With 57% of users utilizing TikTok’s search functionality, this new campaign type enables advertisers to capture high-intent audiences right from the search results page, where users are actively seeking specific content.
This feature builds on TikTok’s existing Search Ads Toggle, offering more sophisticated, keyword-based targeting. Advertisers can now control how their ads appear on the search results page, optimizing their efforts for Traffic and Web Conversion objectives. By integrating these ads into key moments of user discovery, TikTok enables brands to engage with users at critical decision-making points, enhancing both reach and performance.
How Search Ads Campaign Works
TikTok’s Search Ads Campaign is designed to align with how users interact with the platform. When users search for content, their journey typically begins at the For You page, where they enter a query. The search results appear as a mixture of organic and sponsored content, and Search Ads are integrated into this experience, enabling advertisers to seamlessly reach users during high-engagement moments.
With keyword targeting at its core, advertisers have full control over which search terms trigger their ads, ensuring that the right content is shown to the right users. The campaign offers advertisers creative flexibility with both video and image carousel formats, which can be mixed within the same ad group to cater to various user search behaviors.
Why Search Ads Matter for Advertisers
The potential of Search Ads Campaign lies in its ability to tap into user intent, particularly during moments when people are actively researching products and services. Advertisers can now target high-intent users with precision, capturing demand across a wide range of interests. This new campaign type offers a unique opportunity to drive both engagement and conversions, as users searching on TikTok often have a specific goal in mind.
TikTok’s testing has shown that advertisers running Search Ads alongside their In-Feed Ads see a 20% increase in conversions at a comparable or better cost per acquisition (CPA). Moreover, 18% of users who initially don’t convert after seeing an In-Feed Ad eventually complete the conversion after being exposed to a corresponding Search Ad. These results highlight how the new ad type complements TikTok’s broader advertising ecosystem, creating a seamless user journey.
Impact on Marketers
For digital marketers, TikTok’s Search Ads Campaign opens up a new avenue to engage with potential customers during critical research moments. As more users turn to TikTok for product discovery, keyword-based targeting allows advertisers to position their content directly in front of audiences who are actively searching for products and services. The ability to capture user intent at such pivotal moments can significantly enhance brand visibility and conversion rates.
Additionally, with search-specific features like the keyword suggestion tool and negative keyword exclusion, marketers have the tools to refine their campaigns with greater accuracy. As TikTok continues to evolve as a search platform, advertisers who effectively utilize these capabilities will gain a competitive edge in reaching high-intent users.
Getting Started with Search Ads Campaign
Search Ads Campaigns are now available through TikTok Ads Manager. Advertisers can choose between Traffic or Web Conversion objectives, selecting “Search campaign” to access search-specific features. From there, they can research and select keywords, set bids and budgets, and upload creative assets. With TikTok’s dynamic search environment, continual optimization of keywords, bids, and creative assets is key to campaign success.
In conclusion, TikTok’s Search Ads Campaign provides brands with a powerful tool to connect with users in the moments that matter most. By capitalizing on user search intent and integrating these ads seamlessly into the TikTok experience, marketers can maximize their impact and drive meaningful conversions.
