TikTok Adds Keyword Targeting for Search Ads

TikTok has introduced a new feature for Search Ads that allows advertisers to choose the keywords they want their ads to be associated with.

This update gives brands more control over who sees their ads, enhancing their ability to reach users when they are actively searching for content to engage with. With 23% of users searching for something within 30 seconds of opening the app, and 41% viewing TikTok as a search engine, the platform is becoming a go-to place for discovery. This new feature taps right into that behaviour.

What Are Search Ads?

Just like Google Search, TikTok’s Search Ads are their answer to users who are actively seeking information. Launched in 2023, they build on the platform’s In-Feed Ads, offering brands a new way to capture intent-driven users.

Instead of appearing passively while users scroll, Search Ads pop up in the search results when users are looking for something specific. Think of them like Google, but tailored for TikTok’s more dynamic, visual environment.

Big brands like Glossier and Mejuri have embraced this new feature, standing as testaments to the success of search ads. Currently, this feature is available in the US, with testing underway in other regions.

Are Search Ads Replacing In-Feed Ads?

No, Search Ads are designed to complement In-Feed Ads, not replace them. TikTok’s testing showed that brands using both formats together see a 20% increase in conversions at a similar or lower cost per acquisition.

On top of that, users who don’t convert after seeing an In-Feed Ad often return later to complete the action after seeing a related Search Ad. This makes Search Ads an important tool for brands looking to keep their message in front of potential customers throughout the decision-making process.

Why Did TikTok Build The Search Ads Feature?

TikTok is tapping into its evolving role as a search platform. Users are increasingly using the app to find product information, entertainment, and inspiration. TikTok recognised that this presents a unique opportunity for brands to engage users when they are most motivated, when they are actively looking for content.

The platform’s diverse search behaviours, from deliberate searches to accidental discoveries, create opportunities for advertisers to target users based on what they are interested in right now. This shift from basic demographic targeting to more detailed behavioural targeting helps brands reach users more effectively, no matter their age or background, as long as they share the same interest.

How Does Keyword Targeting Enhance Search Ads?

Previously, TikTok’s Search Ads automatically linked ads to relevant keywords based on the content of the ad. With the new keyword targeting feature, advertisers can now select specific keywords to ensure their ads show up for the right searches. This gives brands greater control and precision in reaching users who are already interested in their product or service.

Keyword targeting allows advertisers to leverage advanced behavioural targeting through:

• Precision Targeting: By choosing exact keywords, brands can align their ads with specific user searches, meaning their content appears when users are in a buying mindset.
• Greater Relevance: Keyword targeting helps brands connect their content with users searching for highly relevant terms, which can boost engagement and improve the likelihood of conversions.
• Advanced Segmentation: This update supports more detailed audience segmentation by allowing advertisers to target users based on the exact words and phrases they are using, rather than relying on broader categories.

What’s Changed in TikTok Ads Manager?

With this update, TikTok Ads Manager has introduced several new capabilities to its dashboard:

• When selecting either the Web Conversion or Traffic campaign objective, you’ll see a new option to choose Search Campaign. This opens up a dedicated flow with search-specific features.
• A keyword suggestion tool is now available to help advertisers identify relevant search terms, alongside an option to exclude negative keywords.
• Advertisers can now activate, deactivate, or edit keywords and creative assets both during campaign setup and while the campaign is running.

Best Practices for TikTok Search Ads Campaigns

To make the most of TikTok’s new Search Ads feature, TikTok recommends the following strategies:

1. Choose Relevant Keywords: Your keywords are the heartbeat of your campaign. Make sure each ad group includes at least 20 keywords and group them thematically to match the ad creative.
2. Create Engaging Ad Creative: Your ads need to grab attention as they appear in search results. Be creative and strategic with your visuals, as this is the doorway to engagement and click-throughs on visual social media platforms.
3. Set Competitive Bids and Budgets: A budget-to-bid ratio of 20:1 is recommended by TikTok to ensure your keywords are competitive and have enough reach.
4. Optimise Regularly: Search Ads require ongoing management. TikTok encourages frequent optimisation of keywords, bids, and creative assets to keep up with changing search behaviours and trends.

To Close Down

TikTok’s introduction of keyword targeting for Search Ads is a powerful tool for brands looking to take their campaigns to the next level. By allowing advertisers to handpick the keywords their ads are associated with, TikTok opens new possibilities for advanced segmentation and even more effective targeting. As more users turn to TikTok for discovery, brands have a golden opportunity to tap into these moments of intent and drive meaningful results.