TikTok is once again trying to make things easier for brands who look to improve their marketing. TikTok is tinkering with new ways to display ads in TikTok search with new ‘Search Ads Toggle’ ad campaigns. Activating these new campaigns will boost your ads’ display eligibility in related queries.
Display Variability
Display ads in TikTok Search show paid promotions with a “Sponsored’ label within in-app search results. To be clear, TikTok Search Ads have been available in the app for over a year. Now, this new addition makes all in-feed ad campaigns eligible to be shown in search displays.
TikTok says that the process is straightforward. As a start, users now see a new toggle within the ‘Placements’ section in the ad setup process. Users can then enable/disable search results from this new section. By default, the toggle is on, so users must only be aware so as to avoid erroneous Search Ads sharing. If you prefer to keep your ads within the confines of your Feed, simply uncheck the toggle.
TikTok says this new option provides a simple way for brands to extend their campaign reach. To be more specific, TikTok states that its new Search Ads cater to:
“high-intent users who are seeking information relevant to their business, driving incremental engagement and revenue potential”.
In addition, TikTok notes that advertisers can activate the Search Ads toggle during the initial campaign creation. Alternatively, users can make mid-flight activations, which improves the option’s flexibility. Fortunately, activating the Search Ads toggle for a running campaign will not restart its learning phase.
Monetizing the short-form content format remains challenging, primarily because of the lack of ad opportunities. While TikTok will suffer if it attempts to shift formats, finding alternative ways to integrate ads helps maintain its marketability. TikTok cannot directly compete with YouTube or Instagram advertising-wise, but it can outshine both in some scenarios. This update helps TikTok maintain its niche lead.
The Wrap
All things considered, the new display ads in TikTok search could be beneficial in boosting your campaign performance. TikTok is becoming more of a consideration for product discovery, rocking even Google’s supremacy. As the platform has proven, time and again, there is plenty of opportunity for in-search result display. TikTok began as a smaller player, but it has gradually reached the top of the advertising food chain.
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