TikTok Offers Search Ads to Enhance Brand Conversions

Published on September 26, 2024

Snapshot: TikTok has introduced the TikTok Search Ads Campaign, enabling brands to appear in search results and tap into high-intent user behaviors. This feature aligns with a broader trend of social media overtaking traditional search engines for discovery, particularly among Gen Z and millennials. 

With 57% of TikTok users utilizing the search function, the platform is enhancing its ad capabilities, allowing for more precise targeting and bidding akin to Google and Amazon. Brands leveraging both Search Ads and In-Feed Ads experience 20% higher conversions, highlighting the effectiveness of this new format.

TikTok's focus on high-intent searches positions it as a significant player in the social commerce arena. With a surge in action-taking among users following searches, the platform is poised to capture a considerable share of search-driven commerce for all brands, including financial services which ranked 12th in topic popularity.

Key Stat: 90% of TikTok users take action after searching on the platform.

Full story: EMARKETER

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