TikTok’s New Search Ads Campaign Feature Explained for Marketers.

Overview

• TikTok introduces its new “TikTok Search Ads Campaign” featuring keyword targeting. This is going to help brands connect with users actively searching for relevant content.
• Allows you to set up targeted campaigns, smart bidding, and creative formats for optimised results.
• Capture high-intent traffic by aligning your ads with user searches, driving more engagement and conversions.
• House of Marketers insights for businesses and creators. 

What Does TikTok’s New Update Include?

TikTok’s latest update introduces the Search Ads Campaign. This feature is a significant shift for advertisers, showing keyword-based ads right in the user’s search results. Over half of TikTok users use the search function, and 23% search within 30 seconds of opening the app. This makes TikTok’s search ads a direct competitor to Google’s advertising approach.

Over half of TikTok users utilize the search function, and 23% do so within 30 seconds of app launch. Consequently, this positions TikTok’s search ads as a direct rival to Google’s advertising model.

The update enables brands to get in front of users who are actively looking for content relevant to their products or services. Whether your goal is Traffic or Web Conversions, TikTok’s Search Ads Campaign is designed to boost visibility and engage high-intent users.

Why Should Marketers Use the ‘Search Ads Campaigns’ Update?

TikTok’s Search Ads Campaign allows advertisers to target users who are already searching for the products and services they offer, resulting in higher engagement rates. This method mirrors Google’s search ads, yet it exploits TikTok’s unique, video-first environment to engage a younger, highly active audience.

Early adopters like Glossier and Mejuri have already reported improved conversion rates and efficiency with TikTok’s Search Ads Campaign. This shows the potential for brands to benefit from engaging users at key decision-making moments.

By running these search ads alongside In-Feed Ads, brands can increase conversions by up to 20%, according to TikTok. For marketers looking to reach high-intent users who are ready to take action, this new feature offers a significant opportunity to diversify their ad spend beyond traditional platforms like Google.

How to Use the ‘TikTok Search Ads Campaigns’ Update?

Setting up a Search Ads Campaign on TikTok is straightforward and only requires three steps:

1. In TikTok Ads Manager, select either the Web Conversion or Traffic campaign objective.
2. Choose to start a Search Campaign, using TikTok’s keyword suggestion tool to build your campaign while excluding irrelevant keywords.
3. Add creative assets—video or image carousels—and TikTok will serve the best format based on user behaviour.

Once live, the typical search journey begins with a user clicking the search button at the top of the For You page. After typing in a search query, they’ll see a list of results, including your ads, which appear among the organic content in the feed. When a user clicks on a Search Ad, they can continue scrolling through the search results in the order they’re displayed, making the ads feel natural and less intrusive to the browsing experience.

This update allows for real-time optimisation, giving you the flexibility to activate, deactivate, or edit keywords and creatives throughout the campaign, ensuring your ads remain relevant to search trends.

TikTok’s Tips for a Successful Ads Campaign

Here are key strategies for success with TikTok’s new Search Ads Campaign:

• Keywords: Use at least 20 keywords per ad group, grouped by themes that align with the ad creative shown in search results.
• Engaging Ad Content: Ensure ad content is designed to spark interest and encourage clicks, turning searchers into customers.
• Smart Bidding: Maintain a budget-to-bid ratio of 20:1 to remain competitive.
• Constant Optimisation: Regularly review performance data, adjusting keywords, bids, budgets, and creative elements to stay aligned with TikTok’s search dynamics.

TikTok’s Future as an E-commerce Platform

TikTok’s Search Ads Campaign arrives at a pivotal moment. As Google itself has acknowledged, younger users are increasingly starting their product searches on platforms like TikTok and Instagram rather than traditional search engines. 

By introducing keyword-based ads, TikTok is directly challenging Google’s search ad model. The app’s video-first approach and engaged audience provide advertisers with a new and powerful way to diversify their search ad strategies, potentially reshaping the digital advertising landscape.

As TikTok continues to grow in popularity as both a social and e-commerce platform, this update is a major step toward becoming a key player in online shopping. With Search Ads Campaign, brands can now connect with users at the precise moment they are researching products, which positions TikTok as a formidable tool for real-time purchasing decisions.

House of Marketers Insights

At House of Marketers, we see TikTok’s new Search Ads Campaign as a major opportunity for brands to capture intent-driven traffic. This feature allows advertisers to target users who are actively searching for products or services, increasing engagement and conversions.

By combining Search Ads with In-Feed Ads, brands can create a cohesive ad strategy that improves both visibility and results. The key to success lies in continuous optimization—tweaking keywords, bids, and creatives to stay aligned with TikTok’s ever-changing trends.

Conclusion

The new Search Ads Campaign feature offers an exciting opportunity for marketers to connect with high-intent users right when they’re looking for what you have to offer. By utilising smart keyword strategies, engaging creatives, and continuous campaign optimisation, you can lead your brand to achieve impactful results!

Ready to take your TikTok marketing to the next level? Contact House of Marketers today to explore how our expertise can help you craft effective Ads Campaigns that resonate with your audience and achieve your goals. 

Let’s work together to make your brand stand out in the moments that matter most.