In the constantly evolving realm of Search, TikTok Business has continued to grow since its launch in June 2020. TikTok has updated its Search Ads Toggle with a new feature as they progress to show businesses there is more to TikTok than a dance.
In October 2023, TikTok introduced its feature, Search Ads toggle for the TikTok Ads Manager account that allows brands to further target their audience. This feature is used on the TikTok search page. Automatically using your pre-existing In-Feed advertising for search results ads, targeting and serving against relevant user queries amongst organic video results.
The corresponding Search ads are labelled as ‘Sponsored’ content and appear in differing positions on the page depending on relevancy, users’ search intent and the wider learnings of other user behaviour.
By taking that extra step and applying TikTok’s Search Ads toggle it can allow your ads to reach users who are searching for specific terms related to your product or service. Establishing your brand on TikTok’s search channel.
Now TikTok has updated this feature to allow brands more control options. The new update enables advertisers to purposely select relevant and precise keywords for campaigns in order to optimise ads being seen. The toggle can be switched ‘on’ and ‘off’ perfect for awareness and exposure when launching a campaign.
TikTok has 1.04 billion users globally and counting! Therefore it’s right to assume TikTok has a broad audience reach. With each user having different interests, goals and enjoyments – TikTok uses its algorithm to serve its content based on what they know about each user, giving brands a vast pool to advertise to.
According to a TikTok study…
– 58% of users discover new brands and products on the platform which is 1.5 times more than any other platform used.
– 57% of users utilise the platform’s search functions.
– 23% of users search for something within 30 seconds of opening the app.
In 2022 two beauty brands DIBS Beauty and Clinique UK successfully applied the Search Ads Toggle to their campaigns which went positively viral and boosted their sales and user reach significantly. These are their success stories:
DIBS Beauty combined the Search Ads Toggle feature with TikTok’s Spark Ads (which are user-created content for brands to be used as ads) to boost co-founder Courtney Shields’ organic video of their ‘DIBS status stick’ product.
The ad appeared on TikTok’s search pages when users entered their relevant search terms.
This effectively boosted product promotion making an 8% higher conversion volume and a 6x higher conversion rate, 22% decrease in CPA compared to their non-search toggled ads.
The feature efficiently promoted the product and directed users to the brands website therefore showcasing the power of a simple feature.
Similarly, Clinique UK paired the Search Ads toggle with TikTok’s In-Feed ads for their ‘Even Better Clinical Serum Foundation’ campaign. The new feature offered a new placement for their ads on the search page, showcasing itself for high-intent users to discover, alongside other relevant videos – empowering users to genuinely connect with their product.
By combining these two algorithms Clinique UK gathered a substantial 74,000 incremental search impressions, an impressive 441% increase in conversion rate and a mighty 51% increase in click-through rate.
This proves significantly the capability of TikTok’s search engine and the powerful convergence of creatively applying the algorithm and TikToks special features to enable great audience reach, discovery and click-ability from user to your brand.
As the TikTok landscape is continuing to evolve, staying ahead with innovative tools like the Search Ads Toggle unlocks the power to allow brands to sufficiently target audiences using precise keywords which enables effective advertising. This will be essential for brands looking to thrive in the digital age.
We believe connection is everything; only truly connected brands can maximise. We have experts in TikTok search and social ads that can help deliver your business objectives – talk to us today.
Sources
https://www.tiktok.com/business/en-GB/blog/introducing-tiktok-search-ads-toggle?ab_version=experiment_2&agp_template_id=7400238737994547218
https://ads.tiktok.com/help/article/about-search-ads-toggle?lang=en
https://www.tiktok.com/business/en-US/inspiration/clinique-search-ads-toggle?ab_version=control
https://www.tiktok.com/business/en/inspiration/dibs-beauty-search-ads?ab_version=control
https://ads.tiktok.com/business/en-US/blog/introducing-search-ads-campaign?redirected=1&ab_version=control
