TikTok’s Search Ads: A Game-Changer for Brands?

As a search-first marketing agency, we’re always looking for the latest innovations in digital marketing, and the recent launch of TikTok’s Search Ads Campaign in the US has certainly grabbed our attention. This new feature allows brands to tailor their ads to TikTok’s search functionality, and whilst it’s not yet available in the UK, it signals a major shift in how we think about search marketing on social media platforms.

TikTok as a Search Engine? We’re Already There

For many, TikTok is just a platform for viral videos and trends, but it’s rapidly evolving into something else entirely. TikTok is now becoming a competitor to traditional search engines like Google. With 57% of users relying on TikTok’s search function to discover new content and products, it’s clear that this is more than just a social app, it’s a search engine in its own right. In reality, 23% of TikTok users search for something within 30 seconds of opening the app.

This makes TikTok an ideal tool for businesses to reach high-intent users right at the moment they’re looking for something specific. The recent introduction of the Search Ads Campaign builds on this potential, as it offers brands the ability to use keyword-based targeting in TikTok’s search results. This is a dramatic step forward for advertisers looking to connect with users when they’re actively searching for products or content.

What Are TikTok Search Ads?

TikTok’s Search Ads Campaign is a brand-new campaign type that enables businesses to show ads directly within the platform’s search results page. It’s a step up from the Search Ads Toggle feature, as it allows for greater control and customisation of how ads appear. Brands can now optimise for both traffic and conversions by using keywords to target users searching for related content.

For advertisers, this means more precise targeting and the ability to capture high-intent users who are already exploring specific topics or products. It’s a fantastic opportunity for businesses to get their message in front of users at exactly the right moment when they’re both curious and ready to engage.

Why Should Brands Care About TikTok Search Ads?

TikTok’s search behaviour is unique in that it blends intentional searches with instances of random discovery. An example of this is that a user might type in a specific query, but come across something they didn’t expect to find. This dual approach means that brands have the chance to appear in front of users who are open to both intentional and chance discoveries.

Early testing has shown that combining TikTok’s Search Ads with their In-Feed Ads can lead to a 20% increase in conversions. This isn’t just about reaching more people, it’s about reaching the right people when they’re most likely to take action. For brands looking to drive more meaningful engagement and sales, TikTok’s Search Ads provide a new way to tap into this unique user behaviour.

The Bigger Picture: TikTok vs Google

TikTok’s progression as a search engine is part of a larger shift in how people discover information. According to recent studies, over half of consumers now prefer to research products on video and social platforms rather than traditional search engines. As TikTok continues to grow, it could potentially pose a serious challenge to Google’s dominance in the search advertising space.

For businesses, this shift highlights the importance of a search-first marketing strategy that goes beyond Google and into platforms like TikTok, where younger audiences are increasingly spending their time. Ignoring TikTok as part of your search strategy could mean missing out on a massive, engaged audience that’s actively searching for the products and services you offer.

The Importance of a Search-First Marketing Strategy

As a search-first marketing agency, at Diony, we understand how critical it is for brands to stay ahead of the curve when it comes to search marketing. A search-first approach ensures that your business is visible to potential customers at key moments of intent, whether they’re searching on Google, TikTok, or other platforms. The launch of TikTok’s Search Ads is a clear sign that social media is becoming just as important as traditional search engines for reaching high-intent users.

Whilst TikTok’s Search Ads Campaign isn’t available in the UK just yet, now is the perfect time for businesses to start thinking about how they can make use of this feature when it does arrive. A well-rounded search strategy that includes both traditional search engines and emerging platforms like TikTok is essential for staying competitive in today’s digital landscape.

If you’re looking for a search-first marketing agency to help your brand really stand out, get in touch with us today.