
TikTok has unveiled Search Ads Campaign, a new feature that directly competes with Google’s search advertising. This move leverages TikTok’s growing popularity as a search platform, with over half of its users utilizing the search function.
Key features include:
- Keyword-based targeting
- Traffic and Web Conversion objectives
- Video and image carousel ad formats
- Real-time optimization
This development comes as younger users increasingly turn to social apps for product searches. TikTok’s visual-first approach may offer higher engagement rates than traditional text ads.
Advertisers can now:
- Diversify search ad spend
- Reach a younger audience
- Potentially boost engagement
Best practices:
- Use 20+ relevant keywords per ad group
- Create visually engaging content
- Maintain a 20:1 budget-to-bid ratio
- Regularly optimize campaigns
Accessible through TikTok Ads Manager, this feature signals a potential shift in the digital advertising landscape, challenging Google’s long-standing dominance in search advertising.