TikTok’s Search Ads just got a major upgrade! Last October, they rolled out a basic version with the Search Ads Toggle, letting advertisers dip their toes into search ads. But now, advertisers in the U.S. have a lot more powerful tools to work with.
Before, TikTok’s search ads were pretty broad and not super targeted. Now, brands can align their ads with specific search behaviours, making it easier to reach people who are actively searching for products or services. This change puts TikTok in direct competition with Google, giving businesses a new way to connect with shoppers who are ready to buy.
Here’s a closer look at the key features of TikTok’s new Search Ads Campaign:
Keyword Planning Tools
One of the best parts of TikTok’s search ads is the keyword planning tools.
TikTok users search a bit differently compared to platforms like Google. Sometimes they’re searching for something specific, other times they come across content more randomly.
With this tool, advertisers can:
Understand and utilise TikTok’s unique search behaviors, whether users are actively looking for something or simply discovering content by chance.
Get keyword suggestions based on your initial ideas, helping you narrow down your targeting and connect with the right audience.
TikTok’s keyword planning tools make it easy for your ads to reach people at the perfect moment, maybe even turning curiosity into purchases.
Keyword Budget Management
Managing your budget for TikTok search ads just got a lot simpler. With TikTok’s Search Ads Campaign, you can:
Bid on keywords, similar to how it works on other search ad platforms.
Easily control your ad spend, making sure you stay within budget while reaching the right people.
You’ll have more control over your budget, allowing you to get the most value from your ad spend without going overboard.
Bulk Keyword Uploading
Already have a set of winning keywords from Google or Facebook? You can easily bulk upload them into your TikTok search campaign. It’s a quick way to transfer what’s worked on other platforms and keep your advertising strategy consistent across the board.
How Will This Boost Your E-Commerce Strategy?
Now let’s dive into how this new feature can really step up your e-commerce game.
More Chances to Reach the Right Audience
The way people search is changing.
Previously, people would turn to traditional search engines to do their research, but now, they’re heading straight to video and social platforms instead.
Over half of today’s shoppers are skipping search engines altogether, and on TikTok, it’s even more pronounced—57% of users are using the search function, and 23% start searching within 30 seconds of opening the app.
I can’t speak for others, but personally, I use TikTok to search for products I’m interested in because I want to see real-life reviews and watch the product in action. Seeing it actually being used gives me a much better sense of what I’m buying, way more than just reading about it.
Users are searching for more than just entertainment; they’re looking for product reviews, how-to guides, fashion advice, and more.
For e-commerce brands, this is a prime opportunity to reach users who are actively searching for products or services. TikTok Search Ads allow you to connect with highly interested customers at the exact moment they’re ready to pull the trigger.
Right Intent, Right Time
According to Search Engine Land, advertisers who run Search Ads alongside In-Feed Ads see an average 20% boost in conversions, often without increasing CPA.
With TikTok Search Ads, you can target specific keywords, meaning you’ll reach users who are actively searching for content related to your brand and products.
Let’s say a fitness brand wants to target people searching for “best home workout equipment.” With TikTok’s Search Ads, they can pop up right in front of users who are already looking to buy. And with the holidays around the corner, it’s the perfect time for marketers to jump in.
The timing of TikTok Search Ads is perfect for marketers preparing for major holiday events like Black Friday and Christmas, which see a surge in online shopping. Which means tons of people are searching for gifts, so why not target searches like “best fitness gifts for the holidays” or “top workout gear”?
Using this method allows you to connect with potential customers who already have high intent, making your ads more effective by targeting people who are closer to making a purchase.
A More Competitive Ad Platform
TikTok jumping into the search ads space means they’re now going head-to-head with platforms like Google. For advertisers, this brings fresh opportunities to experiment with your strategy and see how TikTok compares as a way to reach your audience. Depending on who you’re targeting, it could even deliver a stronger return than the usual channels.
Final Words
TikTok’s Search Ads open up new avenues for brands to reach people who are actively looking for products.
As more shoppers turn to TikTok instead of traditional search engines, now’s the perfect time to explore this feature—especially with the holiday season coming up.
TikTok Search Ads could be the boost your e-commerce strategy needs!
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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