TikTok is stepping up its ad game by introducing a new Search Ads Campaign tool, allowing marketers to target users based on specific search queries. This strategic move transforms the platform’s search bar into a lucrative advertising channel, directly challenging Google’s dominance in search-based ad revenue [1, 3]. By leveraging user intent, TikTok aims to capture more advertising dollars by offering businesses a more direct way to reach potential customers.

Figure 1. TikTok.

Previously, TikTok relied on its powerful algorithm to serve ads, meaning marketers had limited control over keyword targeting. With the new search ads feature, however, businesses can now bid on keywords that users actively search for on TikTok. This shift enables advertisers to align their products and services with what users are already looking for, making ads more relevant and increasing the chances of conversions. Figure 1 shows TikTok logo.

A Growing Search Opportunity

TikTok is no longer just a platform for passive video scrolling. With over a billion active users, TikTok is emerging as a search engine in its own right, particularly among younger audiences who turn to the app for product recommendations, travel tips, and life hacks. As users increasingly search for content, this behavior presents a prime opportunity for advertisers to meet them at the moment of intent.

For marketers, this search behavior could be a goldmine. While TikTok's organic discovery engine has been strong, allowing marketers to insert their ads within search queries opens new avenues for highly targeted campaigns.

Competitive Landscape: Targeting Google’s Turf

This feature is likely to intensify competition between TikTok and Google, especially given Google’s longstanding dominance in search advertising. However, TikTok brings its own advantage with its massive engagement rates, particularly with younger audiences who spend more time on TikTok than any other platform [1, 3].

Holiday Shopping Season Advantage

The timing of this release is strategic as it aligns with the holiday shopping season. Brands can now target high-intent users as they search for gift ideas, product recommendations, and holiday inspiration directly on TikTok [2].

The Future of TikTok Search Ads

Looking ahead, TikTok plans to roll out this feature globally, with the U.S. already leading the way. This could become a major revenue stream for the platform, providing advertisers with more control and precision.

TikTok’s foray into search advertising represents a shift in the digital ad landscape. While it remains to be seen how this will impact Google, the move is undeniably a bold step toward competing in the search ad space. Marketers who take advantage of this tool early may stand to benefit the most, especially in targeting Gen Z and millennial consumers.

References:

1. https://adage.com/article/digital-marketing-ad-tech-news/tiktok-search-ads-marketers-now-get-control-keywords/2582326
2. https://digiday.com/marketing/tiktok-looks-to-turn-search-queries-into-ad-dollars-with-new-tool/
3. https://techcrunch.com/2024/09/24/tiktok-comes-for-googles-ad-business-as-it-starts-letting-advertisers-target-its-search-results-page/

Cite this article:

Hana M (2024), Ghost of Yōtei: A New Journey Awaits in 2025, AnaTechmaz, pp. 195