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

Overview

• TikTok introduces Search Ads Campaign with keyword targeting, helping brands reach 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, a game-changing feature for advertisers that show keyword-based ads directly in the user’s search results. 

With more than half of TikTok users leveraging the platform’s search functionality, and 23% searching within 30 seconds of opening the app, TikTok’s search-based ad targeting is positioned as a direct challenge 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 form of keyword-based targeting mirrors Google’s search ads but leverages TikTok’s unique video-first environment, offering a fresh opportunity for advertisers to tap into a younger and highly engaged 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 ‘Search Ads Campaigns’ Update?

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

1. Go to TikTok Ads Manager and select either the Web Conversion or Traffic campaign objective.
2. Choose the option to start a Search Campaign and use TikTok’s keyword suggestion tool to build your campaign, while blocking any irrelevant keywords.
3. Add your creative assets—whether video, image carousels, or both—and TikTok will automatically serve the best format based on user search behavior.

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

As you dive into TikTok’s new Search Ads Campaign, there are a few key strategies to keep in mind that can make all the difference in your campaign’s success. 

Keywords

Keywords are the heart of a successful Search Ads Campaign. Make sure each of your ad groups includes at least 20 keywords, grouped by themes that match the ad creative you’ll be showing in search results. 

Engaging Ad Content

When someone searches for a keyword that matches yours, they’ll see a preview of your ad in their search results. Make sure your ad content is designed to spark interest and encourage clicks. The more engaging your creative, the better your chances of turning searchers into customers.

Bid & Budget Smartly

To ensure that your keywords remain competitive in the Search Ads auctions, a good rule of thumb is to aim for a budget-to-bid ratio of 20:1.

Constant Optimisation

Search Ads Campaigns aren’t something you can just set and forget. Review your performance data and make adjustments to your keywords, bids, budgets, and creative to keep your campaign aligned with TikTok’s search trends and 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 leveraging smart keyword strategies, engaging ad creatives, and ongoing campaign optimisation, your brand can stay ahead of the curve and drive impactful results on TikTok.

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.