PARIS, FRANCE - MARCH 05: In this photo illustration, the social media application logo, Tik Tok is displayed on the screen of an iPhone on March 05, 2019 in Paris, France. The social network broke the rules for the protection of children's online privacy (COPPA) and was fined $ 5.7 million. The fact TikTok criticized is quite serious in the United States, the platform, which currently has more than 500 million users worldwide, collected data that should not have asked minors. TikTok, also known as Douyin in China, is a media app for creating and sharing short videos. Owned by ByteDance, Tik Tok is a leading video platform in Asia, United States, and other parts of the world. In 2018, the application gained popularity and became the most downloaded app in the U.S. in October 2018. (Photo by Chesnot/Getty Images)

TikTok adds new feature for advertisers to reach their audience

By Ibidunni Banjoko
TikTok has added a new feature in its Ads Manager called Search Ads Toggle, which allows advertisers to target users who are actively looking for more information on products or brands through TikTok searches.
This is TikTok’s first ad placement that allows brands to target users engaged with searches related to the brand’s business. However, the Search Ads Toggle is an extension of an advertiser’s TikTok video ad buy and is not a standalone ad product.
The company also promises brand safety as a part of this offering, noting that the advertisers have the option to add “Negative Keywords” to each ad group which allows them to avoid having their ad served against queries that don’t align with their brand.
According to internal tests run in July, 70% of ad groups with the Search Ads Toggle set to “on” saw a lower cost per action (CPA) thanks to more efficient conversions from the ad placement, TikTok claims. The company had been testing these ads since last year.
Early testers include brands like Clinique and DIBS Beauty. Clinique saw a 441% increase in conversation rates, a 51% increase in click-through rates, and a 7.4% lift in ad recall, TikTok says. In addition, DIBS saw an 8% higher conversion volume, a 6x higher conversion rate and a 22% decrease in CPA compared to their non-search ads.
The addition of the ad slot could also pose a challenge to Google’s search ads business, given that the search giant even admitted that younger users today are now often starting their searches on social apps like TikTok and Instagram, not on Google.
Google Senior Vice President Prabhakar Raghavan said at a conference last year, “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search, they go to TikTok or Instagram.”

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