Ecommerce News 
TikTok is constantly evolving as an advertising platform, and its latest update, the TikTok Search Ads Campaign, has just launched in the U.S. This new feature allows advertisers to target users directly within TikTok’s search results page. If you’re an e-commerce business owner or marketer, this is a significant development that could transform how you reach and engage your audience.
In this blog, we’ll explore TikTok’s new Search Ads Campaign, its features, and how to use it for maximum success. Let’s dive into the details!
TikTok Search Ads: What’s new?
TikTok first introduced a simplified version of its Search Ads feature in October last year, offering basic search ad functionality through the Search Ads Toggle. However, the new version of TikTok Search Ads now provides advertisers in the U.S. with a more powerful tool set.
Before, ads on TikTok’s search page were broad and less targeted. Now, brands can align their ads with specific search behaviors. This makes it easier to reach users who are actively looking for products or services related to their search queries. The shift puts TikTok in direct competition with platforms like Google, offering a fresh alternative for businesses to engage with motivated users.
The Key Features of TikTok Search Ads
Now that TikTok has rolled out its Search Ads Campaign, let’s take a look at the new features it offers:
1. Keyword planning tools
One of the standout features of TikTok’s new search ads is its keyword planning tools. TikTok’s search behaviors are unique—users are often discovering content either intentionally or accidentally, making their search patterns less predictable than on platforms like Google.
With this tool, advertisers can:
- Tap into TikTok’s search behaviors, whether users are looking for something specific or discovering content serendipitously.
- Receive keyword suggestions from TikTok that align with your target audience’s intent. These suggestions are based on your initial ideas, providing opportunities to refine your targeting.
By using TikTok’s keyword planning tool, you can ensure your ads are showing up in front of users who are ready to engage, converting those moments of curiosity into meaningful interactions.
2. Keyword budget management
Budgeting for search ads on TikTok has never been easier. TikTok’s Search Ads Campaign allows you to:
- Bid on keywords just like you would on other search ad platforms.
- Control your ad spend, ensuring you’re staying within budget while reaching your target audience.
This feature gives you the flexibility to manage your budget, helping you maximize ROI.
3. Bulk keyword uploading
If you’ve already found a winning set of keywords on other advertising platforms like Google or Facebook, TikTok allows you to bulk upload those keywords directly into your search campaign. This makes it easier to replicate successful campaigns across multiple platforms and ensures consistency in your advertising strategy.
How to turn on TikTok Search Ads for your campaign
Launching a TikTok Search Ads Campaign is straightforward and accessible directly within TikTok Ads Manager. Here’s a quick step-by-step guide to help you get started:
- Choose your objective: When setting up a new campaign in TikTok Ads Manager, choose either the Web Conversion or Traffic campaign objective.
- Activate search campaign: From there, you’ll see an option to select Search Campaign. This will take you to a dedicated campaign creation flow with search-specific features like keyword suggestion tools and negative keyword exclusion options.
- Set your keywords and budget: Once you’ve researched and selected your keywords using the keyword planning tool, set your target bids and budgets. This ensures your ads show up for the most relevant search terms without exceeding your budget.
- Add your creatives: TikTok supports both video and image carousel formats for its Search Ads Campaign, and you can use a mix of these formats within a single ad group. The system automatically selects the best creative to match a user’s search query.
How will this impact your E-commerce game?
Now that you know how to set up your TikTok Search Ads Campaign, let’s talk about how this new feature can elevate your e-commerce strategy.
More opportunities to reach the right audience
The landscape for search is shifting. Nowadays, over half of people prefer to research products on video and social platforms instead of traditional browsers. This is especially true on TikTok, where 57% of users use its search function and 23% search for something within 30 seconds of opening the app.
For e-commerce brands, this is a prime opportunity to place ads in front of users who are actively looking for products or services. Therefore, this makes TikTok Search Ads a powerful tool to capture high-intent customers in the moment they’re ready to engage.
Right intent, right time
Based on our testing, advertisers who run Search Ads alongside In-Feed Ads see an average 20% increase in conversions, often at a similar or better CPA.
Because TikTok Search Ads allow you to target keywords, you’ll be reaching users who are actively searching for content related to your products or services. This means you’re connecting with potential customers at the moment they’re most likely to convert, improving the effectiveness of your ads.
More competitive advertising platform
With TikTok now offering a search ads option, it’s stepping into a more competitive role alongside platforms like Google. For advertisers, this means you have more options to diversify your ad strategy, testing out TikTok’s platform to see if it offers better ROI for your particular audience.
Your next steps to maximize TikTok Search Ads
So, how can you make the most of TikTok’s new search ad capabilities? Here are a few tips:
Optimize for both SEO and creative
Just like on Google, your TikTok Search Ads need to be optimized for the right keywords. But don’t stop there—TikTok is a visually driven platform, so creativity matters just as much as keyword relevance. Make sure your ads stand out by using engaging video or carousel formats that speak directly to your audience.
Allocate your budget wisely
TikTok’s keyword bidding and budget management tools give you control over how much you spend, but it’s crucial to allocate your budget based on the performance of your keywords. Don’t hesitate to adjust bids and shift focus toward the keywords driving the most conversions.
Stay updated with TikTok Ads policies
As TikTok continues to evolve, so will its advertising policies. Make sure you stay updated on the latest changes to ensure your campaigns remain compliant and effective.
Final thoughts
The launch of Search Ads is a huge opportunity for businesses looking to expand their reach in a more targeted way. By combining keyword targeting with TikTok’s unique creative formats, you can connect with your audience in a meaningful and impactful way.
Don’t forget to leverage tools like NestAds to manage your campaigns efficiently and gain valuable insights that can help you optimize your ad performance across platforms. With the right strategy, TikTok Search Ads could become a powerful part of your e-commerce marketing toolkit.
Ready to explore TikTok Search Ads? Let’s get started on taking your e-commerce game to the next level!
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