TikTok Launches Search Ad Campaigns
A Game Changer for Performance Marketers in 2024

In the ever-evolving landscape of digital marketing, TikTok continues to assert itself as a dominant player, constantly expanding its features and capabilities for advertisers. The platform’s latest innovation—Search Ads—is set to be a game changer in 2024. By integrating search-based advertising into its short-form video platform, TikTok is creating new opportunities for brands to target users with high intent, merging the effectiveness of search advertising with the engagement power of TikTok’s creative content ecosystem.

In this article, we will explore TikTok’s search ad campaigns, why they matter, and how marketers can leverage this new feature to optimize their advertising strategies.

What Are TikTok Search Ads?

Launched in late 2023 and rolling out globally in 2024, TikTok’s Search Ads allow advertisers to serve sponsored content based on search queries made by users on the platform. When a user enters a keyword into TikTok’s search bar—whether they are looking for trending videos, tutorials, or product recommendations—ads can now be displayed at the top of the search results.

Search ads on TikTok function similarly to traditional search ads on platforms like Google or Bing, but with a TikTok twist: instead of static text or product listings, search ads come in the form of video content. This creates a more dynamic, engaging experience for users who are already accustomed to consuming video-first content on TikTok.

Why Search Ads Matter for TikTok

TikTok’s decision to enter the search advertising space is strategic, tapping into intent-based marketing. Until now, TikTok has primarily been a platform for discovery—users come to the platform to browse videos, be entertained, and passively discover products. With the launch of search ads, TikTok is evolving into a direct-response advertising platform where users actively seek out content or products.

This shift opens up a new dimension for TikTok advertisers, allowing them to:

• Target users based on intent: Users searching for specific keywords signal intent, meaning they are further down the marketing funnel. Search ads enable brands to target these high-intent users with precision, leading to potentially higher conversion rates.
• Expand ad reach: TikTok search ads will not only extend the reach of video campaigns but also diversify the platform’s advertising offerings. Brands will now have more control over where and how their ads are seen, allowing them to create more tailored strategies for reaching users.
• Drive measurable performance: Because search ads are intent-driven, they are highly measurable and can be optimized to drive direct results like clicks, conversions, and sales. For performance marketers, TikTok’s new search ad format provides an opportunity to achieve stronger ROI through keyword-based targeting and performance tracking.

Key Features of TikTok Search Ads

Let’s break down the key features of TikTok’s search ad campaigns and how they differentiate from other types of ads on the platform.

1. Keyword Targeting

Similar to search ads on Google, TikTok’s search ads allow advertisers to bid on specific keywords that are relevant to their business. For example, a beauty brand might bid on keywords like “best makeup tutorials” or “skincare hacks” to appear at the top of search results for users looking for beauty tips.

Keyword targeting allows brands to match their video ads with what users are actively searching for, increasing the likelihood of engagement and conversions. This is a shift from TikTok’s standard ad formats, which focus more on demographic and interest-based targeting.

2. Video-Based Search Ads

Unlike traditional search ads, TikTok’s search ads are video-first. Brands can serve their usual In-Feed Videos, TopView Ads, or even Branded Hashtag Challenges in the search results, making the ad experience much more immersive than simple text-based ads.

This offers a distinct advantage: instead of seeing a static product listing, users are presented with dynamic, engaging content that aligns with TikTok’s organic experience, increasing the likelihood that they will interact with the ad.

3. Sponsored Placement at the Top of Search Results

Search ads will be prominently displayed at the top of TikTok’s search results page, marked as sponsored content. This prime placement ensures maximum visibility, giving advertisers the first opportunity to capture users’ attention.

Given the success of TikTok’s algorithm in keeping users engaged with content that feels relevant, search ads have the potential to blend seamlessly into the platform’s native experience, reducing ad fatigue while boosting click-through rates.

4. Performance Tracking and Optimization

TikTok search ads come equipped with robust performance tracking tools. Advertisers can monitor key metrics like impressions, clicks, CPC, and conversion rates through the TikTok Ads Manager, much like they would with any other performance marketing campaign.

Additionally, TikTok provides advertisers with keyword insights and audience data to continually refine campaigns for better results. By analyzing search behavior, brands can optimize their bidding strategies, ad creatives, and targeting parameters to improve ROI over time.

The Impact of TikTok Search Ads on Brands and Marketers

TikTok’s move into the search ad space has far-reaching implications for brands and performance marketers. Let’s explore how this feature can drive value across different marketing objectives.

1. Enhanced Funnel Targeting

Search ads bring TikTok advertising to the bottom of the funnel. While TikTok has always excelled at awareness and consideration stages, search ads give brands the ability to capture users at the point of intent. Whether it’s a user looking for product reviews, how-to videos, or specific solutions, search ads connect brands directly with high-intent consumers who are ready to act.

2. Higher Conversion Rates

By targeting keywords that signal buying intent, brands can deliver ads that resonate more deeply with user needs. Users searching for specific content are more likely to engage with ads that fulfill their needs, which can result in higher conversion rates compared to traditional In-Feed ads or branded content.

For example, a fitness brand can use search ads to target users searching for workout routines, offering them a seamless way to discover and purchase fitness products directly from the search results page.

3. Better Alignment with Cross-Channel Strategies

TikTok’s introduction of search ads creates a new avenue for marketers to align their cross-channel strategies. Brands that already invest heavily in Google Search Ads or YouTube can now extend their keyword-based strategies to TikTok, ensuring a more consistent presence across the most popular search platforms.

By integrating TikTok search ads into a broader omni-channel approach, brands can create cohesive campaigns that span multiple platforms, driving more touchpoints with the same audience across the digital ecosystem.

How to Get Started with TikTok Search Ads

If you’re ready to take advantage of TikTok’s search ads, here’s a step-by-step guide to getting started:

1. Access TikTok Ads Manager: Make sure your TikTok Ads Manager account is set up and has access to the new search ads functionality. TikTok is gradually rolling out this feature, so some advertisers may get early access.
2. Keyword Research: Just like with any search campaign, the foundation of success is keyword research. Use TikTok’s search data (or tools like Google Keyword Planner) to identify relevant keywords with high search volumes and lower competition.
3. Ad Creative: Create video ads that align with both your keywords and TikTok’s creative aesthetic. Focus on storytelling and entertainment while keeping your product or service front and center.
4. Set Bids and Budget: Use TikTok’s keyword bidding system to set competitive bids for the search terms that matter most to your business. As with other platforms, bidding higher can help secure more prominent placement in search results.
5. Optimize: Monitor performance closely and optimize your campaigns by adjusting bids, refining keyword targets, and iterating on ad creative to improve click-through and conversion rates over time.

A New Era for TikTok Advertising

TikTok’s foray into search ads is set to redefine how brands approach performance marketing on the platform. With the ability to target users based on intent and reach them at the crucial moment of search, brands can now create even more impactful campaigns that drive real business results.

At Stringo Media, we’re excited about the possibilities that TikTok’s search ad campaigns bring. By integrating these ads into your marketing strategy, you can capture high-intent users in creative, engaging ways while maximizing your campaign’s ROI. As search ads roll out further in 2024, it’s time for brands to start exploring how they can harness the power of TikTok’s search functionality to stay ahead of the curve.