Key Features of TikTok Search Ads

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Here’s what makes this campaign type stand out:

  • Keyword Targeting

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You can now select keywords that align with your product or brand, allowing you to reach users searching for relevant topics in real time.

  • Intent-Driven Reach

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Unlike traditional TikTok ads, which appear while users are passively browsing, Search Ads reach people when they’re actively looking, increasing the chance of meaningful engagement or conversions.

  • Creative & Bidding Control

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Just like in Google Ads, you can control bidding strategies, ad placements, and creative assets at the ad group level.

  • Supports Spark Ads & Carousels

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TikTok Search Ads support various formats, including Spark Ads (which use existing organic posts) and carousel images, helping you showcase multiple products or features in one ad.

  • Native & Trackable

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These ads integrate seamlessly into the platform, appearing naturally in search results while providing autoplay, impression tracking, and performance insights.

Why This Matters

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This expansion is particularly exciting for performance marketers. TikTok Search Ads bring together the engagement of TikTok’s short-form content and the intent-based precision of search advertising. It’s a unique hybrid, offering a new way to capture demand and drive conversions in an environment that continues to dominate user attention.

For brands and agencies, this means:

  • An opportunity to capture high-intent traffic earlier in the discovery journey.
  • A new reason to build keyword-focused creatives for a platform once dominated by purely visual or trend-driven content.
  • A growing ad format with untapped potential, especially as TikTok continues evolving as a full-funnel platform.