Search Ads Surface on TikTok

by | Aug 24, 2023

TikTok Search Has Landed

This week we had huge news that the new Google & Microsoft rival is on the horizon. On Tuesday 22nd August, TikTok announced the arrival of “Search Ads Toggle” which allows brands to serve ads on the search results page leveraging existing in-feed ad creative to feature alongside the organic results.

Just like competitor platforms, returning features such as negative keyword lists will be an important factor to the success of the new search ads following the large amount of search traffic which arises from this platform.

Tiktok claims “70% of ad groups with the Search Ads Toggle on see more efficient performance when compared to not, as a result of more efficient conversions coming from search ads”.

This data looks to be led from their beta phase where they worked with Clinique UK & DIBS Beauty throughout Black Friday and Cyber Monday in 2022.

We believe that these new ads will be a hit with trending products and allow for more strategic placements and cost effective CPA’s in all markets, but we are yet to test if this is accurate and if this will become a staple in our future campaigns.

Currently, there is no official launch date for TikTok Search Ads worldwide, but it has launched in the US market and is being tested in other countries globally.

To find out more, or to get our expert opinion on how TikTok Search could be utilised for your marketing campaigns, please feel free to reach out to us using the Starlight-Digital contact form.

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