Big changes are taking place in the world of Paid Search. TikTok is joining the paid search market and ads will be placed in both AI overviews and Google Lens, giving advertisers a better chance of reaching their target audience.
Another week of delivering the latest in paid search news, read on to learn how this could influence your advertising strategies.
TikTok Enters the US Paid Search Market
TikTok announced it will be joining the Paid Search market in the US, now giving advertisers control over what keywords they appear for.
The ads will be placed in discovery mode, so marketers can target audiences on that page who are searching for products or information.
TikTok benefits from a highly advanced algorithm, which gives marketers a boost when it comes to accurate user targeting. Moreover, the ads will blend effortlessly with other content, serving as a natural part of the user experience.
TikTok as a search engine became very prominent among Gen Z and millennials, with 3 billion searches annually, they resonate with its engaging and authentic video format. Hence, marketers have the chance to be creative with their ads and connect with their target audience. Currently, Web Conversion and Traffic objectives are available.
However, the ads also come in carousel formats, so marketers who are yet to be proficient with producing engaging video content don’t have to miss out.
Brooke Osmundson from Search Engine Journal gives brief steps on how to partake in TikTok ads, a worthy strategy to consider as we near the holiday season.
Google Includes Ads in AI Overviews
Yet another player to join the paid search market is AI overviews. When a user searches on google, a variety of helpful information and relevant articles are shown in AI overviews; among this information, ads will be displayed.
Marketers who already use Performance Max, Shopping, and AI-powered search ads do not have to take additional steps for their ads to appear in AI overviews, they are already eligible to appear.
Since AI overviews are the first feature to be displayed after a search, this gives marketers a chance to reach users earlier in their search journey. However, this means other ads will descend further down search results, so advertisers should attain numerous ad placements where they can.
Google Lens Integrates Shopping Ads in Search Results
Launched October 3, Google Lens has now added Shopping ads to its features.
These Shopping ads will display more detailed product information such as price comparisons across different companies and product reviews. Moreover, they will be in the same format as other search results, its familiarity making it easy to comprehend.
Advertisers will not need to take extra steps to have their products on Google Lens’ Shopping ads. However, optimizing product information such as product description and targeted titles will be key, as visual search becomes more common.
This feature is available for IOS and androids, but is currently only available in a few countries. However, it's likely Google will open the feature to more countries and product categories in the future.
For more details on these changes and how you can use it in your advertising strategies, read these articles:
TikTok Enters Search Ads Market in United States