The launch of paid search ads on Tik Tok

If you think social commerce has been taking over digital marketing lately, you might be onto something. TikTok has launched its new Search Ads product in the US, allowing brands to target users based on their search behaviour. 

It’s a move that some marketers have seen coming, with TikTok becoming increasingly useful to younger users as a search engine, potentially even replacing Google for some audiences. As TikTok evolves from a purely social platform into a search engine competitor, brands have the opportunity to reach consumers at the moment of intent.

So what does this mean for the future of your marketing campaigns? We’re here to give you the lowdown.

• Introducing TikTok Ads
• TikTok Search Ads vs Google's PPC
• Intent-based Searches
• Optimising for TikTok Search Ads: best practices for marketers
• Capturing intent in the world of Paid Social
• Challenges and opportunities for Advertisers
• The future of search in social advertising

Introducing TikTok Search Ads 

Let’s set the scene. It’s 2024, and TikTok is so much more than a social media app, especially for the young demographic who use it the most frequently. They are heading to TikTok not just for trending audio and viral dance moves, but to use it as a search engine. Move over, Google!

This new ad format, native to TikTok, enables brands to place ads in the app's search results, allowing them to target users more effectively based on specific queries. It’s a logical step for marketers, and you can benefit from this update.

TikTok’s ad format

TikTok ads are video ads, which will be shown to users in their feed, based on keyword searches. (It’s like a mix of Google Search and YouTube Shorts, for comparison). For example, a user searches for “healthy meal prep” content, and is then shown a series of videos in their feed on that topic. These videos are a mix of influencer content and paid ads. This is where you come in!

As these ads are served through TikTok’s in-platform search, with users already engaging in active search behaviour, it is potentially easier for marketers to capture high-intent audiences. You’re tapping into an audience who are already searching for your product or service, but in a more casual way compared to a traditional Google search. 

Search Ads on TikTok feature a "Sponsored" label and integrate seamlessly into the search experience. Let’s dig a little deeper into its features.

TikTok Search Ads vs Google’s PPC

A useful point of reference is to contrast TIkTok’s new ad types with a format that we’re all familiar with; Google Ads. Here’s a breakdown of the key differences and similarities:

Search behaviours
People using TikTok are interacting and searching for products, services and content in a very different way to a conventional Google search. TikTok search behaviour is more entertainment-focused, with users often looking for content based on trends, challenges, or product demonstrations.

In contrast, Google searches are traditionally more transactional or research-focused. It’s worth noting that users who “Google” are typically older than TikTok search users, so there will also be generational differences in what keywords are being used, and the level of chatty, colloquial language being used by younger users, who will be more used to more conversational AI related search terms.

Intent-based searches

This is actually a similarity between Google Search and TikTok’s new ad format. While classic TikTok ads were placed ads that would interrupt user’s feeds with ads that they might be interested in, any Search ads (on TikTok or Google) come up only when users are already searching for those keywords or phrases.

It’s a chance to connect with users that are already looking to engage with relevant content to their search queries. We’d call that a win-win.

Algorithm-driven ad placements
TikTok’s algorithm prioritises relevance, personalisation, and user engagement, such as watch time, comments, and shares.

In contrast, Google’s PPC model focuses on keyword intent and ad rank, prioritising search volume and click-through rates. This doesn’t mean that one is more likely to provide engagement over the other, but you’ll want to build out campaigns that work with these differences in mind.

Audience targeting
TikTok’s Search Ads uses its data-rich platform to tailor ads to user preferences, based on their browsing and interaction history, whilst keeping the keywords in the users search query front-and-centre.

Google, while still highly sophisticated, focuses on a more keyword-driven approach, which lacks the social and engagement metrics that TikTok uses to determine relevance.

It’s simply a case of different data sets informing each algorithm, which in turn inform the placement of your ads. So consider which data set might be more valuable based on your target audience and desired campaign outcomes.

Optimising for TikTok Search Ads: best practices for marketers 

TikTok is potentially a new platform to some marketers, but the idea of Search ads is a standard practice for any marketer. Here’s how to combine the new with the traditional, whilst staying cutting edge in your strategy.

Creative ad formats

• TikTok is a visual platform, so ads need to prioritise creativity. Video ads should be engaging and fit naturally within the TikTok aesthetic.

• Short-form, dynamic videos that cater to TikTok’s culture of viral trends tend to work best.

Keyword targeting

• Use keywords that align with popular search trends and phrases on TikTok to increase discoverability. Targeting trending topics or specific niches can help you stand out or capture a zeitgeist for your key demographic. 

• Base your keywords on what you know your audience is already searching for to find your products on Google or other, more conventional PPC platforms. That way, you’re maximising the usefulness of one data set, to serve multiple platforms and campaigns. (It’s a great way to speed up results, too!)

Engagement metrics

Keep a close eye on these metrics to ensure you're making the most of your ad placements.

• Watch time: Ads with high viewer retention are more likely to be favoured by TikTok’s algorithm.

• Comments and shares: Higher user interaction boosts the visibility of ads, making it essential to create content that sparks conversation or encourages sharing.

• Organic: Aim to create ads that encourage user-generated content (e.g., challenges and duet videos) to increase organic engagement.

Capturing intent in the world of paid social

Getting eyes on your TIkTok Search Ads is the real challenge in this highly competitive space. Here are two key areas to focus on to bring in results:

TikTok’s algorithm-driven discovery
Unlike traditional search engines, TikTok’s ad placements rely heavily on user intent, as ad placements are informed by their past behaviour and engagement within the app.

TikTok’s Search Ads give you the opportunity to place your content during moments of curiosity for users, with the potential to align more closely with user intent than Google ads. In other words, your ads will show when users are casually browsing, looking to be entertained, or to research something that they are already interested in.

User intent
TikTok’s Search Ads can better capture user intent through a mix of algorithmic discovery and real-time search behaviour, providing an opportunity for you to deliver the right message at the right time.

So it’s a mix of well placed content that shows up with the right keywords, and scheduling your ads to show at a time that is relevant and useful to your ideal customer.

Challenges and opportunities for advertisers

This new platform comes with its own set of challenges, but you’ll also enjoy some great opportunities that are unique to TikTok;s emerging dominance in the world of Search.

Challenges

• Limited keyword data: Unlike Google, TikTok doesn’t yet provide advertisers with the same depth of search data, making keyword optimisation more challenging.

• Ad fatigue: As TikTok integrates more ads into the platform, users may become frustrated with sponsored content, potentially decreasing engagement over time.

• Brand fit: TikTok’s playful, trend-driven environment may not suit every brand. So, you need to ensure your ads align with TikTok’s tone and user expectations. Don’t just place an ad on TikTok if TikTok is not where your potential customers are!

Opportunities

• First-mover advantage: Early adopters of TikTok’s Search Ads have the chance to capitalise on a relatively uncluttered advertising space. If you move fast, you could have more of an impact through timing alone.

• Strong user engagement: TikTok’s interactive and community-driven culture offers high levels of engagement, giving you a chance to foster meaningful connections with your audience.

• Younger demographics: TikTok’s largely Gen Z and Millennial audience presents opportunities to target tech-savvy, trend-conscious consumers.

The future of search in social advertising

The launch of TikTok Search Ads signals a growing trend in the merging of social media and search advertising. This is more than a brief trend; it’s here to stay.

As TikTok continues to position itself as a search engine in its own right, we predict that other social platforms will follow suit, creating more competition in the paid search market. The lines between social media and digital advertising are set to become even more blurred as time goes by.

Social commerce is evolving, with platforms like TikTok integrating paid search into the broader content discovery process. Brands must adapt to this shift, embracing creative ad formats and prioritising social engagement to stay relevant.

In closing

TikTok’s Search Ads represent a significant innovation in social commerce, bringing together the immediacy of search with the creativity of social content. For marketers, it offers a unique opportunity to capture high-intent users while leveraging TikTok’s vast user data and algorithm-driven recommendations.

As TikTok evolves into a popular search destination to rival Google, it’s important that you start viewing and using it as a search platform in your marketing, not just a social media channel. Adopting this mindset will help you achieve better results and future-proof your business.