TikTok has changed the game when it comes to social search, known as a discovery-first platform now becoming one that supports intent-driven advertising. Search ads are now out of the Beta phase and are available in the UK for all advertisers, making TikTok a bigger contender in the paid search space.
What are TikTok search ads?
TikTok search ads combine keyword targeting with TikTok’s native video format. It is available for traffic, conversions, lead generation and app promotion campaigns. When the user enters a query into TikTok’s search bar the ad appears in the search results for relevant keywords you target. These ads are pay per click meaning you can set different bids for different keywords based on their value and performance.
Key features include:
- Keyword targeting
As with Google search campaigns TikTok now has three types of keyword targeting, broad, phrase and exact match. Broad match means your ad will show for related terms even if your exact keyword isn’t used. Phrase keyword targeting is when your ad shows for the exact phrase in the same order but may have other words before or after. Finally, exact match means your ad will show when the search matches your keyword exactly but will also appear if it’s a close match such as missing spelling or if the search is plural vs the targeted keyword.
- Negative keywords
This prevents your ads showing for terms that aren’t relevant which saves budget and protects your brand.
- Search term reports
This shows advertisers actual queries users typed before seeing or clicking on your ad which helps identify high performing search terms and potentially ones to remove from your current targeting list.
- Automated keyword suggestions
TikTok will be supporting advertisers with recommendations on keywords based on your ad content and campaign objective which provides a strong starting point. Additionally, this could support with leverage keywords you might not have considered in planning stages.
- Creative matching to search intent
This feature ensures ad creative, and messaging aligns to what users are searching for. This means if someone is searching for “best watch for 2025” your ad will appear showing the product in this case a watch and its benefits. This improves the likelihood of CTR and even conversion.
Why it matters for paid social
TikTok has previously been considered as a discovery channel primarily used for creating awareness. However, this move shifts TikTok into the intent-based space, previously dominated by Google and Meta. It enables advertisers to reach users actively searching for a product or service and opens new opportunities to scale. Additionally, one of the key challenges for paid social has been targeting which has changed from hyper-segmentation to broad leaving it up to the platforms to take the creative and find the right user. This new search campaign enables advertisers to take back control of their advertising, ensuring they appear for keywords relevant to them. It allows us to mirror strategies that have been performing for PPC and SEO strengthening our omnichannel approach.
Creative best practice
When implementing a TikTok search campaign, ensure captions mirror search queries to aid performance. Highlight product benefits early on and ensure your creative matches your keyword themes. Ensure you are testing videos and carousel formats.
Conclusion
These tools empower advertisers to target relevant keywords, optimise ad creative for user searches, and integrate paid social strategies with PPC and SEO for a stronger omnichannel approach. Best practices include aligning captions with search queries, showcasing product benefits early, and testing various creative formats for improved campaign performance.
