TikTok to launch search ads

We have just heard that TikTok is to launch search ads, the first of the social platforms to make this move, putting Meta on the back foot when it comes to innovation and becoming a real competitor to Google.

Is it a surprise that TikTok has introduced search ads?

Not really, TikTok already has high intent around certain topics, with stats showing that almost 40% of under-25’s use TikTok to find a lunch spot. This means they are following the data they are seeing.

Is there purchase intent?

Purchase intent on TikTok is probably still in the early phase, similar to mobile in 2010 when the two biggest keywords searched on mobile were Pizza and Taxi. But, right now searches on TikTok do have a product focus too, especially around two key sectors Beauty and Fashion.

When will search ads for TikTok launch?

We don’t have dates but the leak of this being in beta means we probably aren’t too far away from the official launch and activity on LinkedIn by TikTok staff suggests the same.

5 steps to being prepared for TikTok search ads

The first steps to make sure you are ready to make the most of this new ad format are as follows.

1. Obviously, make sure you have an organic presence on TikTok, it’s absolutely necessary to be part of the ecosystem

2. Make sure you have an advertiser account with TikTok, get everything set up and even run a few ads to make sure you are all set up

3. Check your feed and make sure it’s optimised for TikTok

4. Asses your products and identify which will best fit with the TikTok user base

5. Check your Google account for best-performing products and copy to use as your first ad test on TikTok

If you need help with any of this then get in touch, we specialise in search and social advertising for beauty, retail and fashion brands, contact us here.