TikTok’s New Search Ads: A Game-Changer for Digital Advertising

Digital Marketing / October 11, 2024

TikTok just made a big move that could shake up how we think about search ads. They’ve announced Search Ads Campaign, currently in beta, which gives brands the ability to advertise directly in TikTok’s search results. While Google has always been the go-to for search advertising, TikTok is quietly becoming a new favourite, especially with younger users like Gen Z. Let’s dive into why this is important and how it could change the way brands approach search.

The Shift in Consumer Search Behaviour

If you’re a brand relying heavily on Google ads, you might want to pay attention to this. Gen Z is 30% less likely to use traditional search engines like Google compared to Baby Boomers, and they’re instead turning to TikTok, ChatGPT, and Amazon (amongst many other tools) for their search needs. 

For example, let’s say someone is searching for skincare recommendations. Instead of sifting through pages of articles, they can watch a TikTok video that shows the product in action, hear real reviews, and get tips on how to use it—all in under a minute. Then, they might head to Google just to confirm their choice, but TikTok has already influenced their decision.

How TikTok Search Ads Will Work

Now, TikTok is taking things a step further with Search Ads Campaign. This new feature allows brands to show keyword-based ads directly in TikTok’s search results. Essentially, when someone searches for something on TikTok, brands can make sure their content appears in the results.

Source: https://ads.tiktok.com/business/en-US/blog/introducing-search-ads-campaign?redirected=1&ab_version=control

What’s cool about this is that it gives brands full control over what content shows up and when. Whether you’re optimizing for traffic or conversions, TikTok’s new search ads make sure you’re targeting the right audience. While these ads look the same as regular TikTok content to users, brands now have more tools to fine-tune their campaigns and reach potential customers earlier in their journey.

TikTok Toggles vs TikTok Search Ads

You might be wondering, what’s the difference between TikTok’s current Search Ad Toggle and their new Search Ads Campaign?

Here’s a breakdown:

With the Search Ad Toggle, ads are automatically generated from an advertiser’s existing content. These ads are then shown alongside organic search results when users search for something relevant. The placement of these ads depends on things like user intent, relevancy, and TikTok’s insights into overall user behaviour. They’re clearly labelled as “Sponsored” content, but advertisers don’t have much control over where or when their ad shows up—it’s all handled by TikTok’s algorithm.

Source: https://ads.tiktok.com/business/en-US/blog/introducing-search-ads-campaign?redirected=1&ab_version=control

In contrast, the new Search Ads Campaign gives advertisers full control over how their ads appear on TikTok’s search results page. Brands can now create keyword-based ads that are specifically targeted, allowing them to ensure that the right creative is served to the right users at the right time. This extra level of customization and control makes Search Ads Campaign a more strategic tool, especially for brands looking to optimize for traffic or conversions.

In short, the Toggle is more automated and hands-off, while the Campaign offers more precision and control over your ad strategy.

Could TikTok Overtake Google?

Okay, so TikTok is gaining ground, but is it going to replace Google? Not quite. While TikTok’s search ads are a big deal, Google is still the top search engine for most people. However, TikTok is quickly becoming a key player, especially when it comes to product discovery. For brands, it’s not about ditching Google altogether, but rather leveraging both platforms to reach different types of consumers.

And let’s be real: TikTok is still growing in this area. For now, only 7% of US consumers start their shopping searches on TikTok, compared to 56% on Amazon and 42% on Google. But as more people, especially younger generations, turn to TikTok for product recommendations and inspiration, that number is bound to grow.

What Does This Mean for Advertisers?

For advertisers (that’s me 👋), TikTok’s Search Ads Campaign may just be a new way to connect with users who are already searching for products on the app. It will allow brands to show up right when someone is in discovery mode, which could be a game-changer for capturing attention early on. With people now splitting their search behaviour between multiple platforms—Google, Amazon, TikTok—it’s more important than ever to be where your audience is.

But don’t ditch Google entirely. TikTok search ads could be an awesome opportunity, but they should be seen as a complement to traditional search ads rather than a replacement. The key is balance—using TikTok to engage with younger audiences while still capturing search intent on Google.

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TikTok is quickly becoming a major player in the search ad game, and its Search Ads Campaign could open up exciting new opportunities for brands. As Gen Z and other younger consumers shift away from traditional search engines, being visible on TikTok is becoming increasingly important. Brands that want to stay ahead of the curve should start thinking about how to use TikTok’s search ads alongside Google to capture the full consumer journey—from discovery to confirmation.

So, ready to see how TikTok ads can work for you? Contact us.