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.
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.
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:
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.
To make the most of TikTok’s new search ads, follow these steps:
TikTok’s creative-first culture means the quality and relevance of your video content can make or break campaign performance. Here are some tips:
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.