TikTok has launched a campaign type that allows keyword-based ads specifically targeting TikTok's search results page.
Search Ads Campaign ensures the right creative is served to the right users, supporting both traffic and web conversion objectives so advertisers can optimise their campaigns for scale and performance.
Search Ads Campaign builds upon Search Ads Toggle, the feature that initially allowed brands to serve ads in TikTok search results announced just under a year ago.
TikTok Search Ads Campaign supports both video and image carousel assets, and advertisers can include a mixture of these formats within one ad group. The system then automatically selects the creative that is the best match for a specific user searching for terms within a brand's target keyword list.
Advertisers can activate, deactivate, and edit keywords and creative assets during the campaign creation flow and mid-flight.
Based on internal TikTok testing, advertisers that run search ads in conjunction with in-feed ads see a 20% increase in conversions on average, at a similar or better cost per acquisition.
18% of users who see an in-feed ad but don't convert ultimately complete the conversion after seeing the corresponding search ad.
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