TikTok Search Ads: Your ads in search results

TikTok users don't just connect to the platform for entertainment; it's also a place where users explore and discover new trends, brands and products, using its search engine.

The rise of TikTok as a search destination represents fertile ground for brands wishing to promote themselves and interact with a new, engaged audience. According to one study, 58% of TikTok users say they discover new brands and products via the application, a rate 1.5 times higher than that of other social networks.

In addition to fine-tuning its organic content using the Keyword Insighttool, TikTok is now focusing its efforts on perfecting its search engine. Currently, TikTok is experimenting with a new feature, Search Ads, enabling advertisers to place their ads directly in users' search results.

As a TikTok Ads agency, we reveal in this article why TikTok Search Ads can be the key to amplifying the visibility of your marketing campaigns on the platform. By targeting users looking for relevant information, you'll boost engagement and generate more revenue.

TikTok: The new online search giant

Since its birth in 2016, TikTok has evolved from a simple social network to a full-fledged search engine, especially for Generation Z. Currently, 40% of 18-24 year-olds prefer to use TikTok rather than Google to obtain information.

Even online search giant Google has recognized this shift. Last year, its vice-president highlighted this major pivot among young people, revealing that 40% would choose TikTok over Google Search or Maps when looking for a place to eat lunch.

This transformation illustrates how new generations are changing the way they search for and consume information and content. They are increasingly turning away from traditional search engines, which emphasize textual content and corporate shares, in favor of authentic video content from their contemporaries.

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What are the main features of TikTok Search Ads?

Now that we've grasped the importance of this new approach on the platform for brands, how exactly does the TikTok Search Ads feature work?

Before diving in, it's crucial to mention that this feature is still in the testing phase, which means that advertisers can't yet exploit keywords with high conversion potential.

However, let's take a look at what this TikTok innovation has to offer:

Unique ads in search results

TikTok Search Ads stand out because, unlike traditional ads that appear on the user's "For You " page, these ads are integrated directly into the application's search results. This key positioning enables brands to make themselves more visible to users who are actively searching for information related to their products or services, optimizing relevance and engagement.

Bidding for specific keywords

By targeting keywords and queries specific to their services or products, brands can more precisely reach users likely to be interested in their content and offerings. Companies that win bids for keywords appear at the top of the search results page, and are marked as "Sponsored" to differentiate them from organic results. When a user clicks on the ad, they remain in the usual TikTok user experience, and can continue to explore other results. TikTok Search Ads thus reinforces content strategies, enabling synergy between paid and organic content, and optimizing visibility and engagement.

Audience targeting options

In addition to keyword targeting, TikTok offers options enabling advertisers to target their audience according to various criteria such as interests, demographics and usage behavior. These advanced targeting options make it possible to design personalized, tailored advertising campaigns, making marketing strategies more precise and effective at capturing audience attention and standing out in a competitive marketplace.

Why bet on TikTok search video ads?

TikTok Search Ads is positioned as an unprecedented opportunity for brands to reach and interact with users, offering richer, more relevant content. Inclusion in the search bar, highly sought-after by the new generation, is subtly integrated into the user journey.

Companies targeting a younger audience should consider this new advertising tool. Generation Z, often unresponsive to traditional marketing methods, sees TikTok as a channel where brands can engage them when they're looking for relevant information or suggestions.

→ We invite you to learn more about this topic in this article: How to attract the attention of Generation Z?

TikTok Search Ads offer detailed targeting and insights into the most sought-after keywords, enabling maximum campaign optimization. Brands can calibrate their video content to the most effective keywords, increasing visibility and engagement.

According to an internal study conducted by TikTok, 70% of ad groups with the "Enabled" option outperform those without. Search Ads therefore translate into better conversion rates.

Clinique UK leveraged Search Ads to promote its new "Even Better" serum, effectively targeting interested users and boosting sales. Similarly, Dibs Beauty extended the reach of its campaign during Black Friday, making the brand more visible in search results relating to its products and brand.

TikTok Search Ads vs. Google Ads: The start of a new rivalry?

TikTok's entry into the Search Ads arena represents a considerable challenge for Google, opening up a new horizon for companies wishing to fine-tune their marketing strategy and engage new generations more authentically.

To date, access to TikTok Search Ads is restricted to a limited number of selected partners, but TikTok is considering an imminent extension of this accessibility. The question of whether or not to invest in TikTok Search Ads remains on the table. Nevertheless, one reality stands out: advertising via TikTok is positioning itself as a major protagonist in the digital marketing sector. A superior level of targeting and a singular search algorithm will differentiate advertising formats on TikTok from those on other platforms. Working with theTikTok Ads Sleeq agency is therefore a wise choice for establishing an impactful presence on the platform.