TIKTOK has announced the launch of Search Ads Toggle, a new feature in TikTok Ads Manager, which allows brands to display ads in TikTok search results. Search Ads Toggle uses existing In-Feed Ad creatives to display ads alongside users' organic search results.
With Search Ads Toggle, brands can extend the reach of their campaigns to users with specific interests who are searching for information relevant to their business. This helps measurably increase audience engagement and potential revenue.
What is Search Ads Toggle?
Once Search Ads Toggle is enabled, ads are generated automatically using the advertiser's existing creatives. They are displayed as search results together with organic content. These ads will be labeled as "sponsored" content. They will appear in various positions on the results page depending on relevance, user intent (based on the searched phrase) and broader analysis of other users' behavior.
What benefits does Search Ads Toggle offer?
Search Ads Toggle provides users with tailored information. They can search on TIKTOK for new content, return to saved inspiration or discover trends. Search Ads Toggle offers advertisers new opportunities for each user's shopping experience.
TIKTOK Search Ads Toggle: how it works for advertisers
Moreover, it improves results. TikTok's internal research shows that 70% of ad blocks with Search Ads Toggle enabled record higher effectiveness, translating into a greater number of conversions from search ads (compared with blocks without Search Ads Toggle enabled).
Where will these ads appear?
A typical search journey begins after clicking the button located at the top of the For You section. After entering a query, a list of search results is displayed. The ads will appear among these results. When a user clicks on a given ad, its specificity will also be reflected in the TIKTOK in-feed, allowing them to continue scrolling through search results in the order in which they appear on the page.
Enabling and disabling Search Ads Toggle
Search Ads Toggle is automatically enabled when setting up an In-Feed Ads campaign. As a result, ads in search results will be created automatically based on existing In-Feed ad content and targeting. These ads will be displayed in relation to specific user queries, adjacent to organic video results.
Advertisers can enable Search Ads Toggle at the campaign creation stage or while it is running. They can also deactivate this option at the campaign creation stage. However, it should be remembered that activating Search Ads Toggle during a campaign will not use the potential of the learning phase.
