TikTok officially rolled out its Search Ads in September 2024. This move allows brands to appear in search results when users look up specific keywords. Think of it as a blend between Google’s search ads and TikTok’s discovery-based content. The platform’s strength lies in its highly engaging video content, which now serves as the basis for targeted, search-driven ads.

Via TikTok

Via TikTok

How This Affects You

For brands already active on TikTok, this offers an opportunity to reach customers at crucial moments in their search journey. Previously, TikTok was more of a discovery platform, pushing content based on interests and behavior. Now, advertisers can target users when they’re specifically searching for products or services, which could lead to higher conversion rates on and off the platform.

The video-first nature of the platform means that businesses can engage users in a creative, visual way, standing out from traditional search ads on Google. If you’re already producing content on TikTok, transitioning to Search Ads should be very smooth and will allow you to use the content you’re already running to satisfy these formats. 

For brands looking to break into TikTok, now is a perfect time. 

Next Steps:

1. Identify Keywords: Dive into TikTok’s Creative Center to discover trending keywords related to your business. This will help you understand what users are searching for on the platform.
2. Create Engaging Video Ads: Leverage TikTok’s video-first format to create compelling, authentic ads that blend seamlessly with organic content. Show your product in action or create engaging how-tos that resonate with the TikTok audience.
3. Monitor Campaigns: Use TikTok’s Ads Manager to track performance and adjust based on real-time data. This will help ensure you’re targeting the right keywords and reaching the most valuable users.
4. Prepare for the Holidays: With search intent spiking during the holiday season, this is the perfect time to test out TikTok Search Ads for keywords like “best gifts” or “holiday deals.” Target users searching for products when they’re ready to make a purchase.

Want to explore how TikTok Search Ads can fit into your holiday strategy or overall marketing plan? Reach out to us today, and we’ll help you make the most of this new advertising opportunity!