TikTok rolled out its long anticipated Search Ads Campaign tool, giving advertisers the ability to target ads based on what users are actively searching for. The new search ads are currently only available in the US, but TikTok is eyeing a wider rollout in early 2025.
Since Search Ads initially launched in October 2023, advertisers haven't been able to hand pick specific keywords on TikTok like they could on other platforms. Instead, TikTok's algorithm did the heavy lifting of pairing relevant ads with individual searches based on a mix of relevance, user search behavior, and other data.
Letting TikTok run ads on auto-pilot (like before) is still an option, but now advertisers can optionally take more control over how their ads show up in search results, as well as target traffic and web conversions.
Reasons why TikTok says to use Search Ads Campaign:
- Convert customers when they're most curious – which TikTok says will maximize your ad's impact.
- Capture diverse user intent across search queries – enables advertisers to target high-intent users with precision.
- Unlock incremental value – TikTok says that advertisers that run Search Ads in addition to In-Feed Ads see a 20% increase in conversions at a similar or better CPA.
TikTok claims that 57% of users utilize its search functionality and 23% search for something within 30 seconds of opening the app, indicating that they are opening TikTok for the purpose of using it as a search engine.
Ivy Lui, author at DigiDay, questions how giving advertisers the ability to target keywords will impact user experience:
“What’s made TikTok so unique among social media platforms is its culture-led content and an algorithm that delivers exactly what users want to see. The big question now is how search ads will impact that experience. If promoted posts or ads start to appear in searches, TikTok risks disrupting its organic feel that users love. But if TikTok strikes the right balance, search ads could help it carve out a bigger slice of the ad market — not just from big brands but also from smaller advertisers who’ve yet to make TikTok a key part of their strategies.”
In the article, Eric Seufert, an independent analyst, commented to DigiDay on the future of branded search ads. “What’s potentially more valuable to TikTok for search ads is branded search, which requires brands to bid defensively on terms that are relevant to them and could bring more advertisers to the platform.”
Will TikTok's enhanced keyword targeting tap into Google's $238B search advertising business?
Probably a little. Every search that takes place on TikTok is likely one less search that would've taken place on Google.
However a big difference to point out is that TikTok isn't searching the web — it's only searching videos on its platform. So for advertisers to take advantage of TikTok Search Ads, they are required to create video content, as opposed to linking directly to pages that already exist on their website. In other words, the barrier of entry into advertising on TikTok Search is greater, so it won't be able to cannibalize web search that quickly (unless of course it introduces text results within search).
In other TikTok news… the company confirmed the launch of its new and improved subscription monetization feature for creators. The new Subscription feature allows creators to offer followers special access to exclusive perks, unique experiences, and a members-only community for a monthly fee. Creators can customize their packages to offer three different tiers, selecting benefits such as private communication channels, exclusive videos, live streams, and notes, unique stickers and badges for use during live streams, and customized perks such as performance requests and shoutouts.