TikTok has unveiled a new feature called the “Search Ads Toggle,” which permits advertisers to display their ads alongside organic video search results on the platform. This move marks TikTok’s entry into search result-based advertising.
The Search Ads Toggle can be found within TikTok Ads Manager. It utilizes existing In-Feed Ad content to deliver ads within relevant user queries’ organic video search outcomes. Notably, these search ads are an extension of the TikTok video ad purchasing process.
Despite not being a standalone product, TikTok’s search ads are a significant addition for advertisers, given the platform’s substantial user base of 100 million monthly active users in the U.S. This presents a considerable opportunity for brands and businesses to enhance their visibility. Google has acknowledged the competitive challenge posed by TikTok’s search capabilities and its potential impact on Google’s search business. In 2022, TikTok managed to double its share of the digital advertising market, despite ongoing discussions of potential bans.
The mechanics of TikTok search ads involve them being labeled as “Sponsored.” Their placement within search results depends on factors like relevance, user intent derived from search queries, and insights from user behavior patterns. Upon clicking a search ad, users experience a similar interface to the in-feed TikTok content, allowing them to scroll through search results as they appear on the page.
Safety measures are also in place for advertisers, as they can include negative keywords to prevent their ads from appearing alongside content that doesn’t align with their brand’s message.
By default, the Search Ads Toggle is enabled when setting up In-Feed Ads, but it can be turned off if desired. TikTok shared that campaigns with the toggle activated tend to see more efficient performance, with 70% of ad groups experiencing improved conversions from search ads, according to the platform’s internal data.
The development of TikTok’s search ads has been a long-anticipated process. Testing began last year, and TikTok expressed its intention to challenge industry giants like Google and Microsoft in this space. During the testing phase, advertisers weren’t able to bid on specific keywords, as TikTok curated relevant and impactful keywords for each advertiser.
For more information, you can read TikTok’s official announcement about the introduction of the TikTok Search Ads Toggle.
FAQs for TikTok Search Ads Introduction
1. What are TikTok Search Ads?
TikTok Search Ads are a new advertising feature on the platform that allows advertisers to display their ads alongside organic video search results when users search for relevant content.
2. How can advertisers access TikTok Search Ads?
Advertisers can access TikTok Search Ads through the TikTok Ads Manager, where they can use the “Search Ads Toggle” feature to enable search-based advertising.
3. Are TikTok Search Ads a standalone product?
No, TikTok Search Ads are not a standalone product. They are an extension of the TikTok video ad purchasing process, allowing advertisers to integrate their ads into search results.
4. Why are TikTok Search Ads significant for advertisers?
TikTok has a vast user base with 100 million monthly active users in the U.S., providing a substantial opportunity for brands and businesses to increase their visibility through search-based advertising.
5. How do TikTok Search Ads work in terms of ad placement?
The placement of TikTok Search Ads is determined by factors such as relevance, user intent (based on search queries), and insights from user behavior patterns. These ads are labeled as “Sponsored.”
6. What safety measures are in place for advertisers using TikTok Search Ads?
Advertisers have the option to include negative keywords to ensure their ads do not appear alongside content that doesn’t align with their brand’s message, providing brand safety controls.
7. Can advertisers turn off the Search Ads Toggle if needed?
Yes, advertisers have the flexibility to turn off the Search Ads Toggle when setting up In-Feed Ads if they choose not to participate in search-based advertising.
8. How do TikTok Search Ads perform compared to other ad formats?
TikTok has reported that campaigns with the Search Ads Toggle enabled tend to see more efficient performance, with around 70% of ad groups experiencing improved conversions from search ads, according to TikTok’s internal data.
9. When did TikTok start testing search ads, and why is it significant?
TikTok began testing search ads in the previous year, and it’s significant because it positions TikTok as a competitive player challenging industry giants like Google and Microsoft in the search advertising space.
10. Can advertisers bid on specific keywords for TikTok Search Ads?
During the testing phase, advertisers were not able to bid on specific keywords for TikTok Search Ads. Instead, TikTok curated relevant and impactful keywords for each advertiser to optimize ad placements.
These FAQs provide an overview of TikTok Search Ads and their significance for advertisers on the platform.