Weekly Prompt: TikTok introduces new Search Ads Campaigns

TikTok introduces new Search Ads Campaigns with keyword targeting

TikTok has launched the ‘TikTok Search Ads Campaign', a keyword-based solution that allows brands to appear directly in the platform's search results giving them a new way to reach users actively searching for information or products within the app. The move comes as TikTok reports a significant increase in users utilising its search functionality. The company states that 57% of its users use the search function, with 23% searching within 30 seconds of opening the app.

Previously, brands could only opt to have their ads appear alongside search results using a 'Search Ads Toggle'. This provided limited control, as advertisers couldn't target specific keywords. The new 'Search Ads Campaign' feature addresses this by allowing brands to select relevant keywords, ensuring their ads appear alongside appropriate user searches. TikTok's system will also recommend keywords to advertisers based on their input.

The 'Search Ads Campaign' feature offers both Traffic and Web Conversion objectives, allowing brands to tailor their approach. While the in-app appearance of the ads remains unchanged, the new feature provides advertisers with greater control over their placement.

Early data from TikTok suggests that brands utilising both 'Search Ads' and existing 'In-Feed Ads' see a 20% increase in conversions. Furthermore, TikTok highlights that 18% of users who view but don't initially interact with an 'In-Feed Ad' go on to engage with the brand after seeing a corresponding 'Search Ad'.

TikTok's move reflects the growing trend of social media platforms integrating search into their monetisation strategies, with Instagram and YouTube having rolled out similar features. The 'Search Ads Campaign' feature is currently available in the United States, with testing being rolled out in other markets.

Sources: eMarketer, Social Media Today, TechCrunch  

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