Introducing TikTok Search Ads: a new era for campaigns

TikTok has unveiled its latest feature, allowing brands to run targeted search campaigns directly on the platform.

In a new and very exciting update, TikTok has announced the launch of search campaigns. Following a similar structure to Google Search campaigns, they will utilise specific and relevant keywords that match the search query. For more refined targeting, negatives can also be added.

This means marketers will now be able to run search ads with increased control over the queries they show up for and continue to display engaging video content relevant to their (target) audience based on interests and demographics.

Now, when users search at the top of their ‘For You Page’ in the app, ads will be served based on their search term; displayed within the usual organic results, making the ads noticeable and engaging – perfect to capture the consumer whilst they’re already in the discovery stage. The ads will automatically be created using existing ad content and will be labelled as ‘sponsored’ content.

What is the signifcance of this update? 

Before, TikTok was largely an awareness, discovery and engagement focussed platform. Now, it is breaking through and challenging the traditional Paid Search channels, reaching high-intent users looking for specific content or products.

TikTok has a wide reach and is used by millions of users; so this will be a great channel to test for many advertisers looking to expand their reach, particularly towards the younger, Gen-Z audiences who frequently use the platform as their main source of content.

This comes at an interesting time for advertisers too, especially e-commerce brands, with the build up to Peak, where users are searching online more frequently and with higher intent. We’d recommend starting testing early and refine the approach in time for Peak BFCM week.

What does this mean for Paid Media?

This is one of the most prevalent updates in the Paid Media landscape of late and will certainly challenge the more traditional search channels like Google. How marketers react and formulate their strategy to test and include TikTok Search will be highly important, to stay in line with their competitors and continue to meet their target audience as behaviours and the user journey evolves.

How 26PMX can help?

Building an integrated, multi-channel strategy has never been more essential to achieving impactful results.

At 26PMX, we're leading the change, adapting swiftly to industry shifts and new platform features to expand our clients' advertising impact. With proactive, strategic recommendations and cutting-edge campaign testing, we ensure our clients hit their KPIs and maximize their reach.

To find out more about how we can elevate your paid media strategy, visit: https://26pmx.com/services/paid-media/