Good news, digital enthusiasts! TikTok is breaking boundaries and entering the dynamic realm of search ads.
NB: This is an article from three&six, one of our Expert Partners
This move marks a pivotal moment in the digital advertising landscape, opening up an entirely new stage for brands to generate awareness amid the captivating realm of organic videos. This strategic leap not only shows TikTok’s commitment to innovation but also its recognition of the power of search-based interactions in today’s fast-paced digital age.
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Introducing the Next Wave
Behold the “Search Ads Toggle.” TikTok’s latest feature was released on August 22nd, 2023. Advertisers are now able to integrate their ads within organic video search results, targeting those perfectly relevant queries. It’s a fresh opportunity to elevate a brand’s presence on one of today’s hottest social platforms.
Why the Hype?
Here’s the scoop: TikTok boasts 100 million active monthly users in the U.S. alone, which translates to a massive reach. Even industry giant Google is keeping a watchful eye as TikTok carves out its space. Impressively, TikTok managed to double its digital advertising footprint in 2022.
Where Will Search Ads Appear?
Imagine casually searching and, suddenly, an ad seamlessly blends into your results, distinguished by a subtle “Sponsored” tag. Its position is curated based on factors like relevance, user interests, and TikTok’s refined algorithms. A simple click, and users are transported into the familiar rhythm of their TikTok feed.
Preliminary Customization
While advertisers can’t hand-pick keywords for targeting, the platform allows for the addition of negative keywords, ensuring ads resonate with the right audience and steer clear of mismatched content. It’s not unusual for a new feature to host limited targeting options, but it doesn’t mean that specific keyword targeting won’t be available in the future, once TikTok has gathered enough data.
Toggle Dynamics
A quick heads-up for In-Feed Ad aficionados: the Search Ads Toggle is activated right from the get-go. For those looking to switch things up, it’s easy to turn it off. And if whims change? Simply switch it back on. Flexibility is the name of the game.
Preliminary Cheers
Initial feedback is buzzing: Activating the Search Ads Toggle could potentially supercharge your campaigns. TikTok’s data indicates a 70% boost in efficiency, largely credited to the innovative search ad conversions.
Our Take on TikTok Search Ads
TikTok’s search ads are making waves, and the digital world is eagerly tuning in. Having been trialed, refined, and now officially launched, this feature promises to reshape the contours of digital advertising. Early adopters might benefit. However, as always, savvy digital marketers will know when to jump on the bandwagon, which depends on their clients’ verticals, the creatives at their disposal and if marketing budgets allow for an expansion of and alignment with current strategies.
