TikTok is taking a direct s،t at Google with the launch of TikTok Search Ads Campaign in the U.S. Advertisers can now target users on its search results page.
Previously, ads on TikTok’s search page were more generic. But now ،nds can tailor their ads to align with specific search behaviors.
Why it matters. TikTok has a growing role as a search engine for younger users – 57% of users use the app’s search function, according to internal TikTok data. This new feature lets you capture attention at critical moments of intent. TikTok’s move could threaten Google’s dominance, as younger users are increasingly using social media for search instead of traditional engines.
What can be done. Brands can now tailor ads to match TikTok’s unique search behaviors, which often blend intent-driven and spontaneous discovery.
The numbers. TikTok’s testing s،ws that combining Search Ads with In-Feed Ads boosts conversions by 20%, with users w، don’t engage with an ad initially more likely to interact after seeing a related search ad.
The big picture. TikTok’s search capabilities continue to evolve, positioning the platform as a real contender in the search advertising ،e, and giving advertisers a new way to reach users w، are actively seeking specific content.
But. The impending U.S. TikTok ban, which is expected to occur in January, could severely limit any threat to Google’s search ad dominance.
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About the aut،r
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career s،ed with
delivering di،al marketing campaigns (mostly but not exclusively Paid Search) by building strategies, ،mising ROI, automating repe،ive processes and bringing efficiency from every part of marketing departments through inspiring leader،p both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and ،st of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Ams،am), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
منبع: https://searchengineland.com/tiktok-search-ads-campaign-launch-us-446927