As search behaviors shift, more than half of users now use video and social platforms for product research. TikTok has responded with its new Search Ads Campaign. With 57% of users using TikTok’s search, this campaign lets advertisers reach high-intent audiences directly from the search results page.
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 for Traffic and Web Conversion objectives. By placing these ads during key moments of user discovery, TikTok helps brands engage with users at critical decision points, boosting 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 mix organic and sponsored content, with Search Ads integrated into this experience. This allows advertisers to reach users seamlessly during high-engagement moments.
With keyword targeting, advertisers control which search terms trigger their ads, ensuring the right content reaches the right users. The campaign offers flexibility with video and image carousel formats, which can be mixed within the same ad group.
For more tips and a deeper understanding, check out our TikTok’s ROI Unveiled: 23x Higher Returns vs. Last-Click for additional insights.
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 offers a new way to engage potential customers during key research moments. As more users turn to TikTok for product discovery, keyword-based targeting lets advertisers position their content in front of audiences actively searching for products and services. The ability to capture user intent at such pivotal moments can significantly enhance brand visibility and conversion rates.
With search-specific features like the keyword suggestion tool and negative keyword exclusion, marketers can refine their campaigns more accurately. As TikTok evolves as a search platform, advertisers using these tools effectively 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 offers brands a powerful way to connect with users in key moments. By leveraging user search intent and integrating ads seamlessly, marketers can maximize impact and drive meaningful conversions.
