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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