TikTok has officially become a part of the US search advertising market, introducing a new way for brands to target potential customers with its Search Ads feature. This move positions TikTok as a big player in paid search marketing, offering lots of opportunities for advertisers to engage with users actively seeking content, products, or services on the platform.
TikTok’s Unique Approach to Search Advertising
Unlike traditional search engines, TikTok’s Search Ads are designed to blend seamlessly into the platform’s unique organic content flow. These ads appear as native video content within search results, maintaining the immersive user experience that TikTok users expect. In this way, ads are less intrusive and more engaging for users, aligning with the platform’s ethos of entertainment-first.
TikTok’s advanced algorithm plays an essential role in delivering these ads to the right audience. By leveraging user demographics, behaviours and interests, advertisers have the ability to hit their desired audience more effectively. TikTok Ads Manager allows you to manage Traffic and Web Conversion objectives, allowing brands to optimise their campaigns for scale and performance.
The Power of Intent-Based Marketing on TikTok
The search feature on TikTok has become increasingly important, with users conducting over 3 billion searches annually. This indicates that users are not only looking to their For You page for entertainment, but also actively seeking product reviews, tutorials, and more. The introduction of Search Ads enables brands to tap into this intent-driven user behaviour and find users at the moment they’re most likely to engage or make a purchase.
For example, a skincare brand could now target users searching for “best serum for glowing skin”, placing their products directly in front of potential customers actively looking for these results. This is a huge advancement in TikTok’s advertising abilities, as this level of targeting was previously unavailable on the platform.
Getting Started with TikTok Search Ads
To effectively make use of TikTok’s Search Ads, advertisers should consider taking these steps:
- Keyword Identification: Understand what your target audience is searching for on TikTok. Make use of TikTok’s Creative Center to discover trending keywords relevant to your industry.
- Engaging Content Creation: Develop visually appealing video content that aligns with TikTok’s organic style. The content should be authentic and engaging to capture users’ attention.
- Performance Monitoring: Use TikTok Ads Manager to track key metrics such as impressions, clicks, and conversions. This data will help you optimise campaigns for better results.
- Leverage the Algorithm: Take advantage of TikTok’s powerful recommendation engine by setting up campaigns based on user interests and behaviors.
TikTok Ads Manager is a useful tool, with dedicated campaign creation for Search Ads, including features like keyword research tools and the ability to add negative keywords.
TikTok Search Ads supports both video and image carousel assets, accommodating businesses that may not have video content readily available.
Implications of TikTok Search Ads for the Digital Ads Landscape
TikTok’s emergence in the search advertising space signifies a shift in the digital marketing landscape, challenging established giants like Google and Microsoft. By combining the discovery aspect of social media with intent-based search advertising, TikTok offers a unique opportunity for advertisers looking to reach younger, engaged audiences.
As users look to TikTok for search purposes, brands have the opportunity to tap into new advertising strategies that align with changing user behaviours. TikTok Search Ads provide a new avenue for brands to connect with its consumers in a more interactive and engaging way. By embracing this new advertising format, brands can enhance their visibility and engagement with a highly active user base, particularly during peak shopping seasons.
