TikTok Enhances Search Ads Campaigns with Greater Targeting Control

TikTok has introduced an updated version of its Search Ads Campaigns, offering brands more control over ad placement in search results. Previously, TikTok’s “Search Ads Toggle” allowed ads to appear in relevant searches, but lacked the ability to target specific keywords. The new update remedies this, giving advertisers the power to choose which queries their ads will appear alongside.

According to TikTok, 57% of users utilize its search function, with 23% searching within 30 seconds of opening the app, making search a key feature for product discovery. With the new Search Ads Campaign, brands can now refine how and where their content appears, enhancing the relevance of their ads.

Search Ads are available for both Traffic and Web Conversion objectives. TikTok’s system also suggests keywords based on campaign entries, optimizing targeting strategies. Brands that combine Search Ads with TikTok’s In-Feed Ads report a 20% increase in conversions, positioning the platform as a valuable eCommerce and product discovery tool.

As TikTok continues to evolve into a shopping destination, these enhanced Search Ads are expected to provide brands with better engagement opportunities and improved campaign performance. Even for smaller advertisers, the added control can mean a lot more granularity compared to the previous ad placement system used on the platform.