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TikTok has just unveiled a new advertising feature aimed at helping brands connect with its user base. This new addition, called the “Search Ads Toggle,” allows advertisers to target TikTok users who are actively searching for information about new products or brands within the app.
What’s noteworthy is that this marks TikTok’s first foray into letting brands reach users who are actively engaged in searches related to their business. However, it’s important to note that the Search Ads Toggle is an extension of TikTok’s video advertising and not a standalone product.
One standout feature of this offering is the emphasis on brand safety. Advertisers can include “Negative Keywords” in their ad groups, enabling them to avoid having their ads displayed alongside search queries that don’t align with their brand or product.
TikTok reports positive results from internal tests conducted in July, indicating that 70% of ad groups using the Search Ads Toggle experienced a lower cost per action (CPA), resulting in more efficient conversions from this ad placement. TikTok had been testing these ads since the previous year.
TikTok’s significance as a search engine for Generation Z is becoming increasingly evident. Young people today are often turning to platforms like TikTok and Instagram instead of Google when they’re seeking information, as highlighted by Google Senior Vice President Prabhakar Raghavan. This shift in behavior suggests that brands are likely to experiment more with TikTok’s new ad offering in the coming months.
Additionally, the introduction of this ad slot could present a challenge to Google’s search advertising business. Google itself has acknowledged that younger users are now initiating their searches on social apps like TikTok and Instagram, rather than on Google.
Ray (Jiayi) Cao, global head of monetization product solutions and operations at TikTok, highlighted the significance of this addition, stating, “The Search Ads Toggle gives advertisers a new ad placement where qualified, high-intent users are searching for content relevant to their business, allowing advertisers to engage with the TikTok community in authentic and engaging ways.”
In conclusion, TikTok’s Search Ads Toggle represents a significant step in the platform’s evolution as an advertising hub, and it could potentially reshape the landscape of digital advertising by offering brands a unique way to connect with users actively seeking information and products.
