On average, a TikTok user spent 16.6 hours on the app last month and is predicted to catch up with YouTube in ad revenue by 2024. There’s no sign of the channel slowing down, TikTok has recently launched beta testing for search ads, which provides yet another way to reach TikTok users. This time, by searches they use.
The new search ads will be tagged with a sponsored label and appear within the first four results displayed. TikTok has rolled out the beta for specific partners only for testing.
If (or, when) this rolls out to all advertisers, you’ll be able to expand your targeting into specific queries that your audience would most likely be searching for; which opens up the ability to target people with high purchase intent and closer to making a purchase decision.
Examples include; if you’re a beauty brand, “makeup tutorials”. If you’re a yoga/workout brand “that girl aesthetic”. If you’re a food retailer trending recipes such as “feta pasta, baked oats and Gigi Hadids vodka pasta”
This will give advertisers better control over campaigns, lower-funnel targeting options and the ability to identify user intent and interests more easily. Advertisers will also be able to see click and conversion data from selected search terms within Ads Manager which is a useful insight to help guide upcoming campaigns.
Not only will this added layer of targeting help guide your strategy from a paid perspective, but also SEO and content for other social channels.
TikTok’s advertising capabilities are just getting started. With this channel now being one of the most popular social media platforms, it’s a perfect channel to test for engagement and reach out to a large audience. If you need support with TikTok advertising or best practice advice, then get in touch at firstname.lastname@example.org and someone in the team will be happy to help.