The outlook for the TikTok advertising has just changed dramatically. What was once exclusively a realm of scroll infinite and spontaneous discovery, it now incorporates the active intention of the user. TikTok has launched its Search Ads Campaigns (Search Ad Campaigns), allowing brands to position their ads directly in the platform's search engine results, a move that mimics the effectiveness of traditional SEM campaigns such as Google Ads.
This new functionality is an inflection point, transforming the experience of search on TikTok and offering advertisers a powerful tool to capture leads right at the moment of greatest interest.
TikTok's Transformation: From Print to Pinterest
For a long time, advertising on TikTok focused on viral content creation and interest-based targeting, reaching users while they were consuming their feed. However, as the video rightly points out, more and more people are using the TikTok search engine to discover products, brands and inspiration.
Terms such as “ceramic pots”, “Scandinavian sofa” or “matcha recipes” show that TikTok has become a discovery engine and a “social search window”. TikTok, recognising this behaviour, has launched the Search Ads Campaigns so that brands can capitalise on this high purchase intent.
What are TikTok Search Ads Campaigns?
Search Ads Campaigns are ads that appear prominently within the TikTok search results page when a user enters a relevant query.
Instead of appearing in the feed randomly, these advertisements (displayed as sponsored videos or carousels) are presented to users who are actively seeking the product, service or topic that the brand offers. This generates much higher value traffic, as the audience has already expressed an explicit interest.
How to Set Up Your Search Campaign in TikTok Ads Manager
The process for creating such campaigns is carried out through the TikTok Ads Manager, with a familiar flow for those managing digital advertising:
- Create a New Campaign: Within your TikTok Ads Manager, start creating a new campaign.
- Select the Target: Choose a high-value target such as Conversion o Traffic.
- Define the Campaign Type: Herein lies the key. You must select the option “Search Campaign” (Search Campaign).
- Audience targeting (demographics): As with any campaign, define your audience by age, gender, location and other demographics. It's vital to remember that, for now, this functionality is only active in countries such as UK, Germany, USA, Canada and Japan, The location is therefore a critical segmentation.
- The Keywords Module (The Novelty): This is the heart of the campaign and what puts it on par with Google Ads. The Ads Manager includes a new module where you can add keywords for which you want your ads to appear.
- Broad Concordance: For related searches.
- Phrase Concordance: For searches that include a specific term.
- Exact Concordance: To appear only when the user searches for the exact term (example: “authentic matcha”).
- Create your Ads: Use your best creative in In-Feed or Carousel video format. The ad must be relevant and of high quality to capture attention in search results.
- Set Budget and Bid: Define your daily or total budget and set your bidding strategy.
The Strategic Advantage: More Intent, More Conversion
The main advantage of the Search Ads Campaigns is the high search intent.
While traditional feed are based on creative disruption and discovery (targeting “cold” or “warm” audiences), these new campaigns allow you to impact audiences “hot” who are actively seeking a solution.
- If a user searches for “best moisturiser for dry skin”, the cosmetics brand can display its ad directly in the first position.
- If they search for “minimalist sofa”, a furniture shop may bid on that specific term and display its catalogue.
This increased search intention translates directly into a increase in click-through rate (CTR) and, most importantly, a increased likelihood of conversion.
Implications for Global Marketing
Although the functionality is initially restricted to a handful of key markets (US, UK, Germany, Canada and Japan), the message of the video is clear: the video's message is that the marketers who manage international campaigns, or those who simply want to stay ahead of the curve, should start to familiarise themselves with this tool. now.
This trend indicates that the TikTok search engine will only continue to gain relevance. Get ready for the moment when this powerful search engine tool will TikTok advertising expand into new markets.
Frequently Asked Questions (FAQ) about Advertising on TikTok
What are TikTok Search Ads Campaigns?
They are a new advertising functionality within the TikTok Ads Manager that allows brands to place their ads (mainly videos or carousels) directly on the app's search results page. This is similar to Google's pay-per-click (PPC) campaigns.
What is the main advantage of using Search Ads Campaigns?
The key advantage is the high intention. By targeting users who are actively searching for a product or topic, the brand connects with a “hot” audience that is more likely to click and convert, improving Return on Investment (ROI).
In which countries are Search Ads Campaigns currently available?
According to the information, this functionality is active in key markets such as UK, Germany, USA, Canada and Japan. Advertisers are advised to be prepared for expansion into other markets.
Can I bid for competing brand names?
Yes, similarly to other search platforms, you can use the Keywords to bid on search terms that include competitor brand names, generic product terms (“Nordic furniture”) or very specific niche terms, provided that TikTok's advertising policies are complied with.
What campaign objectives are supported by Search Ads?
TikTok's search campaigns are compatible with performance-focused objectives, such as Traffic y Conversion, designed to lead users to a website or to perform a specific action (such as a purchase or registration).
If you need help managing your Tik Tok campaigns, contact us and we'll give you a hand.
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