TikTok search ads toggle is now live in the US and being tested in other markets. At the moment, the search toggle is a placement for ads only, with the ability to upload negative keywords and also track what search term triggered the impression.
TikTok is a platform people go to be entertained and discover new things. However, recent trends indicate the platform is a destination for search queries. Hence, the trend presents a great opportunity for brands to reach and connect with new customers. According to a study, 58% of TikTok users discover new brands and products on the platform. This is 1.5x more than other platform users.
This has prompted TikTok to introduce the Search Ads Toggle. The new feature will allow advertisers to showcase their ad on search results. Brands advertising in the USA can now access the feature on TikTok Ads Manager. The Search Ads Toggle leverages advertisers’ existing In-Feed Ad creative to serve ads alongside organic search results from relevant user queries.
With the feature, brands are likely to reach users highly relevant to their niche market. Similar, to Google’s search Ads, TikTok Search ads are labelled as “Sponsored” content. Additionally, the search ads will be displayed in different locations on the results page.
TikTok Search Ads Automatically Set to On
Advertisers running In-Feed Ads campaign will have the TikTok search ads automatically set to on. The Ads will be set up using content and intent from the In-Feed ads. They will be displayed automatically based on relevant search queries. However, advertisers may choose to opt out by toggling “off” when creating a new campaign. In the event they would want to start running the search ad, advertisers may toggle the search ads “on” mid campaign.
Needless to say, the Search Ads Toggle makes it possible for brands to be displayed next to content relevant to their business, product or service.