TikTok introduces advertisements within search results
Companies now have the opportunity to utilize the Search Ads Toggle, a novel feature for advertising.
TikTok is set to introduce advertisements within its search results. This move empowers brands to specifically target users who employ the app’s search function to explore products. This capability is facilitated through a novel addition to the TikTok Ads Manager program named the Search Ads Toggle. It’s worth noting that this tool functions as an extension of an advertiser’s existing TikTok video ad campaign, rather than an independent product.
This mechanism harnesses the already established In-Feed Ad creatives. These ads will be presented alongside organic search results that arise from user queries linked to various topics. This development holds significance as it enables brands to extend the reach of their campaigns to users actively seeking information relevant to their business. This, in turn, can lead to increased engagement and revenue opportunities.
What is the Search Ads Toggle? The Search Ads Toggle is a fresh tool that automatically generates ads using a brand’s existing ad content. Subsequently, it showcases the campaign in TikTok’s organic search results aligned with pertinent user queries.
How does it operate? The ads are clearly designated as “Sponsored” content and appear at different positions on the results page based on their relevance to user intent. Upon clicking a search ad, the ad mirrors the typical in-feed TikTok experience. This allows users to continue scrolling through the search results in the same order they appear on the page.
Ensuring safety: Advertisers possess some control over ad placement on TikTok, as they can integrate “negative keywords” to prevent their campaigns from appearing near posts that do not align with their brand’s message.
TikTok’s perspective: A TikTok spokesperson elaborated on this new feature, stating:
“The Search Ads Toggle provides a unique opportunity to offer rich, relevant information and experiences to our users. Users may search on TikTok to find new content, resurface older content, or look for the latest hot trending items or ideas.
The Search Ads Toggle provides advertisers a new way to assist and enhance this user journey.” “It also drives results. TikTok internal research shows that 70% of ad groups with the Search Ads Toggle ‘on’ see more efficient performance when compared to not, as a result of more efficient conversions coming from search ads.”