TikTok Enters the Search Ads Market

TikTok has come a step closer to entering the Search Ads market, announcing plans to launch its own search platform following beta testing in late March 2023. This move demonstrates TikTok’s ongoing expansion in advertising and poses potential competition to search giants such as Google and Microsoft.

Why is TikTok entering the Search Ads market?

TikTok’s expansion into the search market is providing advertisers with a proven way to reach a younger, leaned-in demographic. Studies show that up to 40% of young people use TikTok’s search function to find local services and restaurants. By having a presence across relevant search terms, businesses can drive leaned-in users to convert, strengthening the bottom of the funnel.

How will TikTok Search Ads work?

TikTok’s Search Ads will function similarly to those of other search engines, displaying ads in search results based on specific keywords. Advertisers will be able to target users based on various factors, such as demographics and interests, and use engaging video formats to capture their attention.

What are some key considerations when advertising in TikTok Search?

This announcement hints at an exciting opportunity for advertisers to reach younger audiences. However, brands must ensure their ads don’t appear alongside inappropriate or harmful content. To manage these risks, TikTok offers tools to exclude keywords and monitor ad placements. With careful planning and precautions, businesses can take advantage of TikTok’s Search Ads while mitigating brand safety concerns.

As TikTok enters the search ads market, they’ll be up against stiff competition from established players like Google and Microsoft. While their unique approach to video content and user experience could give them an edge, it’s essential that TikTok offers competitive pricing and features to attract advertisers away from these established platforms.

What’s next?

With beta testing of their search offering completed, TikTok has the potential to disrupt the market and offer an exciting new platform for businesses to reach their audiences. It’s still unclear how TikTok’s Search Ads will perform against the established players, but they are positioning themselves as a serious contender in the Paid Search market.

Reach out to your ADMATICian today for advice on how to reach your target demographic on TikTok.