TikTok is rolling out a new advertising feature called Search Ads Campaign, targeting the growing trend of users searching for products on video and social platforms. 

In a blog post, the company reports that over half of consumers prefer these platforms to traditional browsers for product research.

The new campaign type builds on TikTok’s existing Search Ads Toggle, allowing advertisers to create keyword-based ads for the platform’s search results page. TikTok states that Search Ads Campaign supports both Traffic and Web Conversion objectives, giving brands control over how their content appears in search results.

According to TikTok’s internal data, 57% of its users utilize the app’s search functionality, with 23% searching for content within 30 seconds of opening the app. The company describes this feature as a way for brands to connect with “high-intent audiences” during key decision-making moments.

TikTok claims that advertisers running Search Ads in addition to In-Feed Ads see an average 20% increase in conversions, with similar or improved cost per acquisition. The platform also reports that 18% of users who view an In-Feed Ad without converting later complete a conversion after seeing the corresponding Search Ad.

The Search Ads Campaign is now available within TikTok Ads Manager. The feature includes a keyword suggestion tool and the option to exclude negative keywords. Advertisers can use video and image carousel assets within a single ad group.

TikTok recommends that advertisers include at least 20 keywords per ad group and maintain a budget-to-bid ratio of 20:1 to ensure competitiveness in Search Ads auctions.

Case Studies

TikTok’s announcement presents two case studies. 

Skincare brand Glossier reportedly increased its conversion rate efficiency by 188% using the Search Ads Campaign, generating over 8,500 additional clicks to its website and 1,000 conversions attributed to the campaign. 

Jewelry brand Mejuri claims to have achieved an 11% higher return on ad spend and an 88% more efficient cost per acquisition compared to previous efforts.

The Search Ads Campaign is currently available in the U.S. and is being tested in other markets.

TikTok is Eyeing Google’s Ad Business

TikTok’s new campaign capitalizes on Gen Z’s online searching habits and behaviors.

Recent research by Forbes Advisor and Talker Research reveals a shift in online search behavior among Gen Z, with many opting for “social searching” on platforms like TikTok and Instagram over traditional search engines. 

According to the study, younger audiences are increasingly “searching” rather than “Googling.”