TikTok can't get any hotter than this, and even Amazon is sweating to keep up. So how can you as a brand realize the huge potential of TikTok search ads?
The stratospheric growth of TikTok's user base has arguably been the biggest cultural shift in media consumption over the past decade. TikTok is not only a new platform, it represents a new way to use social media that puts authenticity at its core. This is in stark contrast to the highly curated feeds we're used to on Instagram and the like.
With this in mind, it's perhaps no surprise that brands have jumped at the opportunity to advertise on TikTok to drive traffic and sales. In 2021 he recorded TikTok's advertising revenue of over $4 billion, which he expects to double by 2024. Also, advertising revenue per user is predicted to increase by 170.7%, in 2022 it is estimated to be $ 65.80, and in 2024 it is predicted to reach $ 113.
But it took time for TikTok's ad offering to catch up.
Over the past year, TikTok has taken significant steps to reposition the platform as a viable performance channel. The launch of Video Shopping Ads and Smart His Performance campaigns demonstrate that TikTok is ready to leverage its highly engaged user base to drive performance success for advertisers. While these formats keep his TikTok in line with established platforms like Meta, the recently launched TikTok search ads put the platform ahead of its competitors in ways that are difficult for competitors to match. may cause
Understanding TikTok search ads
TikTok's current advertising service is centered around its “For You” page, a feed of videos that users see based on other content they watch or engage with. Advertisers can target based on broad interests, proprietary pixels, and first-party data, but granularity can be difficult to achieve.
TikTok search ads appear in search results instead of on the “For You” page, allowing brands to target specific search terms that link to their products and services. Considering that according to recent data, up to 40% of young people use his TikTok as a search engine, this represents a huge opportunity to reach potential customers who are actively researching relevant topics. Masu.
TikTok search ads not only enable precise targeting, but also provide valuable insights that can inform your ongoing strategy both on TikTok and across your broader media mix. When running TikTok search ads, brands can see which non-targeted search terms drive traffic to their website. High-performing search can be the foundation for future paid and organic content. For example, if searches for “healthy lunch ideas” are driving a lot of traffic, the brand might build a series of videos around the same topic to drive stronger engagement.
Utilizing TikTok search ads
TikTok search ads are definitely a useful tool, but when used alone, they are unlikely to bring long-term success. Like any performance strategy, search advertising is most effective when used as part of a full-funnel approach. Complementing TikTok search ads with broader awareness and retargeting is key to making performance scalable and ensuring no revenue is left behind.
Brands should not underestimate the importance of creativity on TikTok. TikTok's appeal lies in its authenticity and potential for organic product discovery. All content used in TikTok search ads should look like it's on the platform, and creator ads and lighthearted humor are most likely to resonate. Repurposed or overly produced videos can look unpleasant to users and can even negatively impact the brands that use them. Keep in mind that search ads need to answer the questions being posed. Truly useful content will always do well on TikTok.
Who can benefit?
With its growth over the past two years, TikTok is no longer a platform used only by Gen Z. But this doesn't mean his TikTok search ads are suitable for every brand.
Before you choose to start TikTok search ads, it's wise to test it out. First, understand if your audience pool is large enough to be a successful performance channel. Setting up an organic TikTok profile for your brand is an easy and cost-effective way to find your audience and determine what type of content resonates best. Once an organic presence is established, advertisers should launch broader strategies such as interest-targeted traffic campaigns. This type of activity builds a baseline of awareness on the platform, making subsequent efforts more successful.
TikTok also has a trending dashboard that you can use to see the top hashtags, videos, and creators. This tool can help you plan your TikTok search ads because it gives you real-time insight into what users are talking about. Brands that know exactly what topics are trending are likely to get the best results from TikTok search ads because their content more naturally answers their customers' questions.
What's next?
TikTok search ads are still in closed beta testing, but we expect to see a full rollout in the coming months.
In addition to this, TikTok will likely continue to focus on performance for the foreseeable future. TikTok may launch additional features to streamline the creation of native video ads, such as in-platform editing tools, as advertisers often cite creative as the biggest barrier to entry on the platform. .
Search ads are clearly a big step forward for TikTok, but it remains to be seen whether the platform can compete against performance powerhouses like Google and Meta.
Emily Smith is a Paid Social Accounts Director at Cloud
