TikTok search ads are a new advertising format for advertisers to reach their target audience on TikTok using the search function. According to TikTok’s official explanation: “Through search ads, brands can expand the reach of their advertising campaigns to high-intent users who are seeking relevant to their business, thereby driving audience engagement and business revenue.” Search ads use existing ad creatives to display ads in search results. When users search in TikTok, relevant ads will be displayed in the form of sponsored content.
TikTok search ad targeting is largely automated. Advertisers cannot target specific keywords like they can on Google Ads.
TikTok uses its own algorithm to match highly relevant ads to individual search terms. Three main factors that influence
TikTok’s advertising algorithm:
Search relevance – how relevant your ad creative is to the user’s search terms;
User intent – what products and services the user is looking for;
User behavior – behavioral information about users recorded by TikTok.
According to TikTok officials, the search ad feature has been successfully used by multiple brands.
Can I use a “Search Ads Only” campaign?
No, advertisers cannot limit TikTok ads to search ad placements only. Search ads are not a standalone ad product, it is just part of the feed ad campaign.
How do I turn TikTok search ads on and off?
Search ads can be turned on and off using the “Search Ads Toggle”, which is found under the “Ad Placements” section of the TikTok Ads Manager, as shown in the figure:
