TikTok Search Ads: What You Need To Know
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TABLE OF CONTENTS
In this blog, we will provide a complete guide to TikTok Search Ads, covering how to set them up, how they differ from traditional ads, and optimization tips to help you understand and effectively use TikTok ads to grow your ad strategy.
What are TikTok Search Ads?
TikTok Search Ads are TikTok's latest advertising feature. When users search for specific keywords, TikTok Search Ads will appear on the TikTok search results page. Search ads will be marked as "Sponsored" and can help to drive awareness, engagement, or even conversions.
About TikTok Search Ads Toggle
The Search Ad Toggle is a feature that automatically transforms your existing ads into search ads. You just need to turn it on
The ads positioning on the Search Results Page (SRP) depend on their relevance to user queries, user intent (derived from search behavior), and users' interactions on the platform.
Tips: Reach, Video views, Community interactions ads only serve on the Search Feed and NOT on the Search Results Page
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About TikTok Search Ads Campaign
The Search Ads Campaign is a TikTok ad campaign that targets users searching for specific keywords related to your product or service. You need to create a new campaign creation for creating Search Campaigns
- Platform: TikTok Ads Manager
- Country: US
Why Use the TikTok Search Ads?
Research by TikTok shows saearch ads works better than regular ads. Here are the key benefits of search ads:
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Use keywords to reach the right people at the right time
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Increase brand visibility
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Gets more people to take action (like buying or signing up)
How to Set Up TikTok Search ads?
For Non-US Advertisers:
Create your ad as usual, turn on the Search Ads Toggle in the Ad Placement settings.
For US Advertisers:
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Option 1: When creating your ad, go to the Ad Placement section and turn on the Search Ads Toggle.
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Option 2: Instead of using the basic toggle, you can set up a full Search Ads Campaign. This gives you better control over your keywords and lets you choose exactly where your ads appear in search results.
TikTok Search Ads Campaign VS TikTok Search Ads Toggle
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TikTok Search Ads Toggle：Just turn the Search Ads Toggle on, and your regular TikTok ads will start showing up in search results - no extra work needed. It's available worldwide.
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TikTok Search Ads Campaign provides full control over keyword targeting, ad placement, and optimization for both traffic and conversions. For now, TikTok Search Ads Campaign is only available in the US.
How are These Ads Different?
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From a user experience perspective, the ads appear the same on the Search Results Page (SRP) .
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For advertisers, the Search Ads Campaign offers a range of new features and more advanced targeting options, allowing for better control and optimization.
Eg: You can add keywords for Search Ads Campaign
TikTok VS Google Search Ads
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TikTok Search Ads:
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Google Search Ads:
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Google Search Ads work well for reaching people who want to buy something specific. These text ads show up next to search results and help turn searchers into buyers. Google ads campaign lets you pick exact keywords and shows you how well your ads perform.
TikTok Search Ads present a new approach by focusing on discovery and brand awareness rather than direct sales. Unlike Google’s intent-driven ads, TikTok users come with a more passive mindset, open to exploration. TikTok’s video-based search ads offer a fresh, creative alternative to traditional search ads, positioning itself as an emerging player in the search ad space.
Tips for Optimizing Your TikTok Search Ads
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Leverage Existing Creatives
Your top-performing TikTok videos can become search ads too. This saves you time and lets you start search advertising without making new content.
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Refine Targeting
You can optimize by choosing the right audience based on interests, behaviors, and demographics to increase ad relevance and engagement.
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Experiment with Budgets
TikTok’s algorithm can favor ads with higher bids, so balance your budget to get the most out of your campaign.
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Keep testing and adjusting
Keep improving your ads by trying different things:
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Monitor CPC and CTR
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Test new keywords
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Try different videos
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Change your budgets
Remember: what works today might change tomorrow, so keep testing new ideas.
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Use Powerful Ad Spy Tool to Help
To optimize your TikTok Search Ads, using Pipiads can be a game-changer.
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Ad Library: Access to 30M+ TikTok ads to get creative.
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Keyword Targeting: Refined keyword selection for better ad targeting.
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Competitor Insights: Analyze competitor ads and strategies.
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Trend Analysis: Monitor trends to stay relevant and adapt quickly.
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Real-Time Data: Track performance and adjust ads instantly.
Supercharge Your TikTok Search Ads with Pipiads
Ready to boost your TikTok Search Ads? With Pipiads, you get access to powerful tools and insights that can take your campaigns to the next level. Improve targeting, track trends, and stay ahead of the competition. Start optimizing today—sign up and try it for free!
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Pankaj Rai
I'm a Marketing Manager driven by results and fueled by creativity. My strategies blend data analysis with a keen understanding of market trends to craft campaigns that not only engage but convert. I thrive on connecting brands with their audiences, one impactful strategy at a time.
