TikTok has launched its new Search Ads Campaign in the U.S., giving brands a new way to reach users right on the app's search results page.

With this update, businesses can now target specific searches, making ads more relevant and effective.

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What is a TikTok Search Ads Campaign?

A Search Ads Campaign allows businesses to create targeted ads based on keywords that appear on TikTok's search results page. While the ads look the same from a user’s perspective, they offer advertisers new features and targeting options.

With this campaign type, brands have more control over how their content is displayed in search results, ensuring that the right audience sees the right ads.

Currently, Search Ads Campaigns support two main goals: driving traffic to websites and improving conversions, enabling advertisers to focus on both reach and effectiveness.

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Why It Matters for Ecommerce Brands

TikTok is quickly becoming a go-to search tool, especially for younger audiences. According to the platform, 57% of its users rely on its search function.

This trend gives TikTok an edge in advertising. With the new Search Ads, brands can tailor their ads to match users' search habits, allowing them to grab attention when users are actively looking for something.

This move could threaten Google’s position as the top search engine. As more people turn to social media for search, advertisers need to adjust their strategies to meet users where they are.

Better Ad Performance

TikTok's tests show that using Search Ads with In-Feed Ads can boost conversions by 20%. This combination lets brands reach users who may not engage with an ad at first but are more likely to interact after seeing a related search ad. It’s a powerful way to improve ad performance and drive results.

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How to Activate a Search Ads Campaign on TikTok

To get started with a Search Ads Campaign on TikTok, log into the TikTok Ads Manager and select either the Web Conversion or Traffic campaign objective. Then, opt for 'Search campaign' to enter a specialized setup that includes unique tools, such as a keyword suggestion feature for effective research and the option to exclude negative keywords.

After selecting your keywords, you can set your target bids and budget. TikTok allows you to use both video and image carousel formats in your creative assets, allowing you to combine different types within the same ad group. The platform intelligently chooses the most relevant creative for each user based on their search queries.

Throughout the campaign setup and even after it launches, you have the flexibility to activate, deactivate, or modify keywords and creatives.

Regularly optimizing your campaign is highly recommended to improve performance and stay aligned with the dynamic nature of TikTok’s search environment. This ensures your ads reach users looking for content related to your brand while providing them with the best possible experience.

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What’s Next?

TikTok is giving advertisers more control over their campaigns by letting them choose specific keywords and manage ad placement.

With more users using TikTok for product searches, this makes it a serious player in search advertising.

However, the expected TikTok ban in the U.S. next January could limit its impact, reducing the platform’s ability to challenge Google’s dominance.

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