TikTok Search Ads: Your ads in the 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 research destination represents fertile ground for brands looking to become known and engage with a new and engaged audience. According to a study, 58% of TikTok users say they discover new brands and products via the app, a rate 1.5 times greater to that of other social networks.

In addition to having refined its organic content thanks to The tool Keyword Insight, TikTok is now focusing its efforts on improving its search engine. Currently, TikTok is experimenting with a new feature, the Search Ads, allowing advertisers to place their ads directly in users' search results.

As a TikTok Ads agency, in this article we reveal why TikTok Search Ads can be the key to amplifying the visibility of your marketing campaigns on the platform. By targeting users who are 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 real one. search engine, especially for the Generation Z. At present, 40% of young people aged 18 - 24 prefer to use TikTok over Google to get information.

Even the online search giant Google recognized this shift. Last year, its vice president highlighted this major pivot among young people, revealing that 40% of them would choose TikTok above Google Search or Maps when they're looking for a place to eat lunch.

This transformation is a good example of how new generations are changing the way they seek and consume information and content. They are increasingly moving away from traditional search engines, which focus on textual content and business shares, in favor of authentic video content coming from their contemporaries.

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What are the main features of TikTok Search Ads?

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

Before diving in, it is crucial to mention that This feature is still in the testing phase, this means that advertisers cannot 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 the classic ads that appear on the page “For You” of the user, these ads are integrated directly into the application's search results. This key positioning allows brands to make themselves more visible to users who are actively looking for information linked to their products or services, thus optimizing relevance and engagement.

Auctions by specific keywords

By targeting keywords and queries specific to their services or products, brands can reach in a more precise way users who may be interested in their content and offers. The companies that win the keyword auctions 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 stay in the usual TikTok user experience, and can continue to explore other results. TikTok Search Ads thus strengthens content strategies, allowing synergy between paid and organic content, and optimizing visibility and engagement.

Audience targeting options

In addition to keyword targeting, TikTok offers options allowing advertisers to target their audience according to various criteria such as interests, demographics, and usage behaviors. These advanced targeting options make it possible to design personalized and adapted advertising campaigns, making marketing strategies more accurate and effective in order to capture the attention of the public and stand out in a competitive market.

Why should we rely on TikTok search video ads?

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

Businesses that target a younger audience should consider this new advertising tool. Generation Z, often unmoved by 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 find out more about this topic in this article: How do you get the attention of Generation Z?

TikTok Search Ads offer detailed targeting and provide insights into the most searched keywords, allowing maximum optimization of campaigns. Brands can thus 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 took advantage of Search Ads to promote its new “Even Better” serum, effectively targeting interested users and increasing its sales. Likewise, Dibs Beauty expanded the reach of its Black Friday campaign, making the brand more visible in search results for its products and brand.

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

TikTok's entry into the field of Search Ads represents a considerable challenge for Google, opening a new horizon for businesses wishing to refine their marketing strategy and engage new generations more genuinely.

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. Reflecting on the opportunity to invest in TikTok search ads stay up to date. However, one reality stands out: advertising via TikTok is positioned as a major player in the digital marketing sector. A level of targeting superior and a algorithm of singular research will differentiate advertising formats on TikTok from those of other platforms. Thus, collaborate with theTikTok Ads agency | Sleeq proves to be a wise choice to establish an impacting presence on the platform.