"TikTok Search Ads Campaign: a new acquisition lever for brands

TikTok has announced the launch of "Search Ads Campaign" on its platform. A new feature that allows brands to run targeted ads directly on the application's search results page. It may seem like a small detail to you, but for advertisers, it means a lot!

As we all know, the search landscape is evolving and social social networks such as Instagram and TikTok are competing fiercely with traditional browsers, starting with Google. According to TikTok data, 57% of users use its search engine, and 23% of TikTokers launch a search within 30 seconds of opening the application. To adapt to these new uses, the platform is launching a new advertising format: "TikTok Search Ads Campaign".

What is the TikTok Search Ads Campaign?

TikTok's Search Ads campaign builds on the success of Search Ads Toggle. Launched in 2023, this feature allows brands to display advertisements in the application's search results. With "TikTok Search Ads Campaign", the Chinese social network goes one step further, allowing advertisers to parameterize their campaigns according to specific keywords, much like Google's AdWords campaigns. " What was once seen as an entertainment space is now being transformed into a fully-fledged search engine, with a conversion rate 300 times higher than that of a traditional campaign. With 1.2 billion monthly active users worldwide and unprecedented engagement, this platform is fast becoming a preferred space for advertisers," comments Geoffrey Berthon, co-founder of Qwarry.

From a user experience point of view, the ads are the same, but for advertisers, a whole host of new features and targeting possibilities are now available. According to the app, brands will be able to align their campaigns with the different search behaviors of TikTok users to maximize the impact of their ads and boost engagement. Based on its tests, TikTok has revealed that advertisers who run search ads alongside in-feed ads see a 20% increase in conversions on average.

"TikTok Search Ads Campaign: a new acquisition lever for brands

By enabling brands to appear in users' search results by targeting keywords, TikTok offers advertisers the opportunity to reach engaged audiences, at a time when they are actively searching for specific information or products. " TikTok manages to capture users' attention when they're already in the information-seeking phase, thanks to an immersive video format. This intent-based approach could maximize the relevance and effectiveness of ads. Unlike traditional formats, Search Ads on TikTok offer an opportunity to integrate advertising messages into a context of active discovery, increasing the chances of engagement and conversion," says Geoffrey Berthon.

To enable companies to optimize their performance, Search Ads campaigns support both traffic and Web conversion objectives. "According to Geoffrey Berthon: " As the debate around third-party cookies intensifies, it's vital for advertisers to diversify their advertising strategies. Platforms like TikTok, with cookieless formats and approaches focused on immediate attention, are opening up new avenues. We're witnessing a transition to formats that rely more on context and intent, and TikTok is positioning itself as a leader in this transformation. "

How do I activate a TikTok Search Ads Campaign?

You can activate a Search Ads campaign on TikTok via TikTok Ads Manager. When you choose the Web Conversion or Traffic campaign objective, select the "Search Campaign" option. You'll then be directed to a dedicated campaign creation flow, offering search-specific functionality. While the tool allows you to include keywords, you can also exclude them to refine your targeting. The final step is to define the budget and bid amount. " The TikTok Search Ads campaign supports video and image carousel assets, and advertisers can include a mix of these formats in the same ad group. The system then automatically selects the creative that best matches a specific user searching for terms in your target keyword list," reads TikTok's Business blog.

Thanks to this process, advertisers can be sure that their ads will only be shown to users looking for content related to their brands.

This personalized approach to ad delivery on TikTok could further boost usage of the app. And if David Kaufman, TikTok's global head of monetization products and solutions, is anything to go by, "Search Campaign" is part of a larger project: " This is just the beginning of our journey with search ads, and we're excited to learn, grow and build with our community to help advertisers unlock additional value," reads the TikTok blog. It remains to be seen how Google will adapt. Let's bet that the search engine in a position of hegemony hasn't said its last word.

TikTok's Search Ads campaign is currently available in the U.S. and being tested in other markets.

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