TikTok Launches Search Ads Beta For Selected Partners


There is a new way for advertisers to reach customers on TikTok.

While this hasn’t been announced or confirmed yet, it appears that TikTok is quietly releasing ads within its search results page.

In this post, we’ll show you why search ads are believed to be coming to TikTok, and what this means for your social media marketing strategy.

examples found in the wild

This discovery was first reported on Twitter David HerrmannA digital media buyer in the industry.

Herrmann posted a screenshot of the TikTok search results page; A sponsored ad was shown in the first four results.

An example of a TikTok ad that was first reported in search results.Image credit: Screenshot by David Herrmann, March 2022

To make sure it wasn’t just a coincidence, we searched the TikTok search results page with a few different non-related questions:

  • makeup tutorial
  • home cleaning tips

Both resulted in an ad appearing in the first four results.

Additional ads are shown for popular TikTok searches.Image credit: Screenshot by author, March 2022
An ad appears in TikTok search results for makeup tutorials.Image credit: Screenshot taken by author, March 2022

What does this mean for advertisers

If search ads become available to the general public, you will be able to expand your campaign targeting to specific questions. Benefits of this type of targeting include:

  • Better control over campaigns
  • More “Bottom of the Funnel” Options
  • Identify user intent and interest

You’ll also receive reporting in the TikTok Ads Manager interface when search ads are available to you, including:

  • search term click data
  • Conversion data from search terms

Benefits beyond paid advertising

Search advertising targeting opens up a whole new level of benefits for marketers. Apart from being able to report on search term data, it allows you to take actionable steps in your TikTok marketing. Not only for your paid campaigns, but also for SEO and general content creation.

For example, Herrmann later recommended In his Twitter thread:

  • “…Make a list of those search terms and start placing them as your top performing TikTok titles to get new life out of them.”

This strategy can potentially help you rank higher and gain additional reach without the added incentive from paid ads.

Search terms report is also beneficial from SEO point of view. You will be able to analyze data on the top searched terms, which can then help guide your TikTok marketing approach.

If you see a lot of users searching for “how to” in relation to your product or service, Herrmann suggests creating TikTok content that solves problems for users. This is a great way to introduce and connect with your audience before they make a purchase.

The other benefit from reporting is within the conversion data. You can create new audiences from converted users to expand or exclude your targeting in future campaigns. It’s a great remarketing play and you can then optimize the content directly for that audience; Perhaps with a strong call-to-action.

Summary

It seems that TikTok has started with its advertising capabilities. While this Search Ads beta is not available to everyone, the best way to get started is by contacting a TikTok advertising representative.

We would be glad to hear from you. Are you a part of TikTok Search Beta? What have been your results so far?


Featured Image: Daniel Constant/Shutterstock





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