TikTok has officially launched its Search Ads Campaign, a new advertising format based on keywords, allowing advertisers to connect with highly intentional audiences at the right moment. For now, this feature is only available in the United States, but it will soon expand to more regions.
This functionality arrives at a time of change in internet user behavior: today, over 57% of TikTok users utilize the search function within the app, and 23% perform a search within the first 30 seconds of opening it. This demonstrates the platform’s enormous potential to capture the attention of users with a high level of purchase intent.
TikTok’s Search Ads Campaign is a keyword-based campaign that allows brands to direct their ads straight to the search results page of the platform. This is based on the success of its predecessor, Search Ads Toggle, but with much more sophisticated and advanced functionalities to enhance targeting and performance.
With this tool, brands have complete control over how and when their content will appear on TikTok’s search results page, allowing for more detailed customization. This way, they can optimize their campaigns both to generate traffic and to achieve web conversions, resulting in a better return on investment. Additionally, they can manage their ads based on specific objectives, such as attracting new audiences or increasing conversions on their website.
To activate a campaign, you need to access TikTok Ads Manager, choose between the objectives of traffic or web conversion, and select “Search Campaign.” There, you will enter a dedicated creation flow that offers specific tools, such as keyword suggestions and the option to exclude negative keywords. You can use assets in the form of image carousels and videos, and the system automatically selects the creative that best matches the user’s search terms.
You can activate, deactivate, and edit keywords and creatives during and after the campaign creation process.
One of the most notable aspects of this new campaign is its ability to convert customers at moments of peak curiosity. Thanks to the multifaceted search behavior of TikTok users, brands can take advantage of these moments when people are actively seeking information and discovering content either intentionally or accidentally.
For instance, a study conducted by TikTok showed that advertisers who combine in-feed ads with search ads achieve a 20% increase in conversions, with a cost per acquisition (CPA) that is similar or even better. Additionally, 18% of users who see an ad in the feed but do not convert initially end up making a conversion after viewing a search ad.
Another advantage is that ads will appear natively within the feed experience, facilitating visibility and ensuring a more natural and effective user experience. This creates an opportunity for brands to position themselves in front of users at the exact moment they are searching for something related to their products or services.
To make the most of this campaign, TikTok recommends the following strategies:
TikTok’s Search Ads Campaign is not a “set it and forget it” format. As a dynamic type of campaign, it is necessary to constantly monitor and optimize the selection of keywords, bids, and creative content to adapt to the ever-changing search landscape on the platform.
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