With the latest advancements, more people now prefer to research products on social media apps rather than traditional browsers. According to TikTok’s official data, 57% of users use the search function to research products, while 25% search within 30 seconds of opening the app.
What is a TikTok search ads campaign?
TikTok now let advertisers run keyword-based ads that appear right in the app’s search results. Not only that, from a user’s perspective, the ads look just like regular TikTok videos, so they don’t feel intrusive.
Following in the footsteps of meta’s AI powered match-making ability, TikTok’s algorithm also ensures that users are shown personalised ads at the right time. What that means is, if someone is looking for a pair of shoes, they will immediately see content related to shoes, ensuring maximum engagement and conversion
Interestingly, TikTok’s search behaviour allows advertisers to target people across different interests and age groups, all in one place. Beyond that, Search Ads Campaigns offer more control through keyword targeting, enhanced bidding capabilities, and creative flexibility, making it easier for advertisers to reach high-intent users more accurately.
(Image credits- Utopia)
Why Brands Betting on TikTok Search Ads Campaigns?
With almost 80% of people refusing to click on Google search ads, TikTok’s search-based video ads don’t feel like an interruption. Instead, they feel like a natural part of the TikTok experience, which helps brands connect with users in a more organic way, and more brands are seeing 20% increase in conversions on average.
A great example of TikTok Search Ads working well comes from the Broadway show ROMEO+JULIET. They used search ads to reach people who were already looking for theatre shows and cast-related content on TikTok. As a result, the campaign delivered a 6.71 ROAS with a 1.46% CTR, which was almost three times higher than their usual TikTok campaigns. Not only that, but it also helped the show attract the youngest ticket-buying audience Broadway has ever seen, showing just how powerful search-based video ads can be when they meet real user intent.
How to get started with TikTok Search Ads
Running Search Ads on TikTok doesn’t feel as technical as you might expect. Everything starts inside TikTok Ads Manager, where you choose a Traffic or Web Conversion objective and switch on a Search campaign. From there, TikTok gently steers you into a setup made just for search, helping you explore keyword ideas and filter out anything that doesn’t quite fit your brand.
Once your keywords are in place, you move on to the creative side. This is where TikTok keeps things flexible. You can use videos, image carousels, or a mix of both, and the platform will decide which one makes the most sense based on what someone is searching for in that moment.
The nice part is that you’re not locked into your choices. As the campaign runs, you can tweak your keywords, adjust your budget, or refresh your creatives whenever needed. This makes it easier to keep up with shifting trends and changing search behaviour without having to start from scratch.
Over time, this approach helps your ads appear only when people are actively looking for related content, which means your message lands more naturally and feels like part of the TikTok experience rather than an interruption.
What Makes a TikTok Search Ads Campaign Truly Successful
- Choose relevant keywords
Keywords are the heart of any Search Ads Campaign and getting them right makes a big difference. For starters, bundle at least 50 keywords per ad group around a clear theme that matches your creative. On top of that, add negative keywords to make sure your ads don’t show up in the wrong places, keeping your brand safe while reaching the right people. - Spark interest with the ads creatives
When someone searches for a keyword you’re targeting, your ad pops right in their search results. So, it’s important that your creative grabs attention and encourages clicks. For example, if your goal is Traffic, carousel formats tend to work best, while videos usually perform better. On top of that, make sure your content feels natural and matches what people are looking for; it’s all about catching interest at the right moment. - Set appropriate bids
It’s not just about having a budget your bids need to match it too. A good rule of thumb is a 20:1 budget-to-bid ratio, which helps your keywords stay competitive in TikTok’s Search Ads auctions. For example, if your campaign budget is $200, a bid of $10 per keyword works well. On top of that, keeping an eye on performance and adjusting as you go can make a big difference, especially when trends shift or certain keywords start performing better than others.
New Tools and Features to Boost Your Search Ads
TikTok has added some handy updates that make running Search Ads even easier. For starters, the keyword suggestion tool now not only predicts monthly impressions and suggests new keywords, but also recommends terms based on your ad creative, so you’re not missing any opportunities.
On top of that, the automated keyword tool helps your campaign reach more relevant searches automatically, scaling your reach without extra effort. And with Smart multi-text ads, you can upload up to five text lines, letting TikTok match the right message to the right search, making your ads feel more natural and relevant to users.
At Prohibition PR, TikTok advertisements are a big part of our paid media strategy and over the last few months we have delivered higher Return on Investment and lower cost per click by harnessing TikTok’s search and in-feed advertisements. Personally, I think TikTok does an amazing job of showing the right content to the right people, and I’m really looking forward to seeing how the upcoming updates will make TikTok search campaigns even more effective
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