TikTok has unveiled a new opportunity for advertisers to connect with its user base directly within the search results interface.
The “Search Ads Toggle” feature enables advertisers to engage with TikTok users who are actively exploring information about novel products or brands by entering their queries into the app’s search bar. It also allows brands to focus on users actively involved in searches associated with their industry.
It is worth noting that the Search Ads Toggle is an extension of a brand’s existing TikTok video ad purchase rather than being an independent advertising product.
As part of this package, the company also assures brand safety by letting brands incorporate “Negative Keywords” into each ad group, which prevents their ads from appearing alongside search queries that are incongruent with their brand image.
Based on internal assessments conducted in July 2023, TikTok asserts that around 70% of ad groups utilizing the “on” setting for the Search Ads Toggle experienced reduced costs per action (CPA). This improvement is attributed to enhanced conversions stemming from the ad placement.
The company has been conducting trials of these ads since the previous year with brands such as Clinique and DIBS Beauty. According to TikTok, Clinique observed a surge of 441% in conversation rates, a 51% rise in click-through rates, and a 7.4% enhancement in ad recall. Similarly, DIBS witnessed an 8% increase in conversion volume, a sixfold surge in conversion rate, and a 22% reduction in CPA compared to their non-search advertisements.