TikTok's New Search Ads - A Full Breakdown

Note: Sr. Performance Marketing Account Director Natalie Hanson contributed to this post.

TikTok is taking its role as a search engine seriously, rolling out a new Search Ads campaign that allows advertisers to target specific keywords. This is a major shift from the previous approach, where ads could only appear in search results as an opt-in placement, without control over targeting. 

Given TikTok’s rapidly growing user base of over 1 billion worldwide and its increasing popularity as a search engine among younger audiences, this development is a significant opportunity for brands to reach new customers.

Why TikTok Search Ads Matter

TikTok is challenging Google’s dominance in search, particularly among Gen Z and younger millennials who frequently use the platform to discover products, get recommendations, and explore trends. The most popular searches on TikTok in 2024 are centered around music, fashion, food, fitness, gaming, and entertainment. For advertisers, this means a new way to tap into user intent, rather than just interests or demographics, making search ads a valuable addition to TikTok’s ad offerings.

TikTok Search Ads vs. Google Search Ads: Key Differences

While TikTok is now offering search ads, they aren't a direct substitute for Google search ads. The primary difference lies in user behavior and platform focus:

• Creative-First vs. Text-First: TikTok’s search ads prioritize engaging, creative content, especially video, whereas Google search ads are text-based and focused on specific destinations.
• Intent Levels: On TikTok, users are more likely to be in an exploratory or entertainment mindset, rather than actively searching to make a purchase. While this can still drive conversions, expect the intent level to be lower than on Google.
• User Behavior: TikTok is ideal for raising brand awareness and driving ad recall. Brands should leverage non-brand search ads to capture broader interest, while branded search ads may be more effective for well-known companies that are already popular on the platform.
  
  

Branded vs. Non-Branded Search Ads

While TikTok is great for capturing broad interest with non-branded search ads, well-known brands can see strong results from branded ads. For example, companies like Lululemon already have significant traction on TikTok, with many users searching for "Lulu hauls" and product recommendations. Leveraging branded search ads can help these brands capitalize on existing demand and drive conversions more effectively, making them a good choice for brands with a strong presence on the platform.

Getting Started with TikTok Search Ads

To make the most of TikTok’s new search ads, follow these steps:

1. Evaluate Keyword Volume and Trends: Use tools like Google Keyword Planner to get an initial sense of keyword volume. Then, explore TikTok's trending searches and popular hashtags to identify terms that resonate with the platform’s users.
2. Test the Waters with Traffic Campaigns: Since only Traffic and Conversion objectives are available for these ads, start with a Traffic campaign to gauge interest and engagement.
3. Run Non-Branded Search Ads First: Given TikTok's discovery-oriented nature, prioritize non-branded search ads to capture users browsing for general terms. For well-known brands, branded search ads may still perform well.
   
   

Best Practices for TikTok Search Ads Creative

TikTok’s creative-first culture means the quality and relevance of your video content can make or break campaign performance. Here are some tips:

• Prioritize Video Ads: User-generated content (UGC) style videos that feel native to TikTok work best. Focus on authenticity, trends, and storytelling.
• Hook Users in the First 5 Seconds: With short attention spans, it’s crucial to grab attention quickly by featuring your brand name, key value propositions, or standout visuals within the first few seconds.
• Explore Top Ads for Inspiration: Look at the top-performing ads on TikTok, filtered by industry and objective, to see what creative approaches are resonating in your niche.
  
  

Considerations for Advertisers

TikTok's new search ad capabilities represent an exciting new frontier for digital marketers, but success will depend on understanding the platform's unique user behavior. With TikTok’s audience in a discovery mindset, advertisers should prioritize engaging, visually compelling content that aligns with the platform's dynamic, trend-driven culture. As TikTok continues to develop its search functionalities, advertisers can expect more opportunities to harness the power of this evolving search engine.

Incorporating TikTok search ads into your strategy is not just about reaching a massive audience; it's about embracing a new approach to search marketing that combines creativity with intent-driven targeting.