Foreword
On September 24th TikTok launched its Search Ads in the US, helping position themselves in the world of Paid Search Marketing. This gives marketers a new way to reach consumers when actively looking for products, services or content on the platform. However, this feature is currently only available in the US.
TikTok Ads blend seamlessly into the feed helping to create a more engaging and organic flow rather than having an intrusive feel. A major advantage to this is TikTok’s algorithm as it is known for keeping users engaged through relevant content suggestions, making it easier for marketers to reach their desired target audience.
As a video - first platform, TikTok allows brands to create visually captivating and dynamic content that effectively engages consumers. It supports both video and image carousel assets, making the barrier to entry easier for marketers. Additionally it allows for user targeting based on search behaviour through keyword targeting and the use of negative keyword lists for more precise targeting options.
TikTok has become a favourite for Gen Z and Millennials, who conduct 3 billion searches annually. Users look for more than entertainment; they seek tutorials, product reviews, beauty tips. Search ads provide advertisers with a chance to target these users when they’re exploring or ready to make a purchase.
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TikTok Search Ads has come at a perfect time for marketers who are preparing for the Holidays. With the approach of Christmas, Halloween, and Black Friday, there is a notable increase in search intent as individuals look for gifts and special offers. This presents a valuable opportunity for brands, as consumers actively search for phrases like “Best gifts for mums” or “Halloween costume ideas.” This period could be an excellent time for brands to launch their TikTok Search Ads campaigns.
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