TikTok Introduces Search Ads Campaign + What It Means for Your Influencer Marketing Strategy

TikTok is taking full advantage of the fact that Gen Z and Millennials prefer it to Google for product discovery. Now, with TikTok Search Ads Campaign, brands can target those consumers with the same laser focus as they would with a paid ad on Google.

Here’s what you need to know about TikTok Search Ads Campaign and what it means for your influencer marketing strategy.  

With this updated version, brands can select specific keywords, manage bids, and target high-intent users based on their search queries. In other words, it works about the same way as paid ads on Google.

The feature supports both traffic and web conversion objectives.

Why does it matter?

TikTok Search Ads Campaign unlocks the potential for a huge shakeup in the paid media landscape by offering marketers some exciting new opportunities. For example:

Reach people actively looking for your product.

TikTok’s Search Ads connect with users actively searching for specific products or information. This means your ad gets in front of people at the exact moment they are most interested, increasing the chances they’ll take action, like buying a product.

Boost conversions by targeting high-intent users.

Because these ads target people searching for something specific, they help brands reach users who are more likely to convert. In fact, brands that use TikTok’s search ads, along with regular in-feed ads, see up to a 20% increase in conversions.

Get more control over ads. 

Brands have more control over which search terms trigger their ads and how much they want to spend. In theory, this means you get better results for your money. 

Keep up with how people shop. 

With more people using TikTok as a search engine (especially younger generations), search ads help brands stay relevant by surfacing them where users spend most of their time.

The paid media landscape gets a shakeup. 

TikTok has traditionally made most of its revenue by selling video ads that run alongside user-generated content. That’s how Snapchat and Meta operate, as well.

However, with the introduction of search ads, TikTok is uniquely positioned to compete with giants like Google and Amazon for a larger share of search ad budgets. 

Amplify creator content.

Now, the paid dollars you put behind your creator-generated content can reach an even more targeted audience, i.e., users actively searching for topics related to your product.

So, instead of audiences seeing your message once, you can now reinforce it at critical moments when consumers are most interested in what you have to say.

Increase credibility through repeated exposure. 

With TikTok Search Ads, users who see creator-generated content can be re-targeted when they search for related terms. Audiences seeing both creator recommendations and your ad during a search build a cohesive and credible narrative. (Bonus points if your Search Ad also features a creator!)

Support long-term relationships with creators. 

Search Ads allow you to create a more holistic approach to working with creators. By boosting their content in search results, you’re not just relying on the initial post but giving it a longer shelf life. This means that the partnership with the creator can drive value even after their post has circulated, making it a long-term asset for your marketing.

Support the entire marketing funnel. 

While creator content on TikTok has been most effective in driving awareness up to this point, TikTok search ads help convert that awareness into action and expedite an already shrinking buyer journey.

Key takeaway: TikTok Search Ads Campaign adds even more value to your creator content. 

The way people shop has changed, and TikTok Search Ads Campaigns is even more proof of it. By leveraging this new feature, your brand can combine the trust and relatability of creator content with the power of paid media for an epic one-two marketing punch.