TikTok is reportedly expanding its offering to enter the search ad market. It is thought to be launching its own search ads platform that will work much like Google and Microsoft ads by allowing advertisers to bid on specific keywords and phrases, putting them in direct competition with these big players in the paid search space.
This was beta tested by TikTok last year. During this trial, testers confirmed that they could gather search terms relating to their products and services and leverage conversion terms with good click-through rate in the headlines for their best TikTok videos, seeing them then appear as ads in the TikTok search feed.
Highlights
How would TikTok paid search ads work?
According to reports, TikTok’s search ads will appear on the app’s search results page and will be sold on a cost-per-click basis. This means that advertisers will be able to identify keywords and phrases that are of value for their business and bid to be able to have their ad show for this keyword. Advertisers will likely be able to target their ads based on location, device, demographics, and other criteria, much like you can do on platforms such as Google and Microsoft ads.
Why is TikTok entering the search ads space?
The TikTok user base is rapidly growing and its expansion into the search ads space is part of a broader strategy to expand its advertising capabilities and challenge industry giants like Google and Microsoft. By introducing search ads, TikTok aims to diversify its advertising offerings and provide brands and advertisers with more opportunities to reach their target audience. Search ads will allow TikTok to reduce its dependence on in-feed ads and diversify its revenue streams to stay competitive.
Increasingly, TikTok users are using the social media platform like a search engine, to find things to do, places to try and latest news stories even. Data from a US-commissioned study showed that nearly 40% of 18-24 year-olds, or Gen-Z, prefer to make web searches via Instagram or TikTok instead of Google and this is something TikTok, therefore, want to capitalise on. TikTok SEO has already become a marketing strategy a lot of big brands are jumping on and the addition of TikTok search ads will just make their keyword targeting on he platform stronger.
When are TikTok search ads expected to roll out to all users?
Whilst there is no exact date yet for when TikTok Search Ads are expected to roll out for all users, it is unlikely to be too far in the future. TikTok typically rolls out new features and updates in stages, testing them with a small group of users before releasing them to a wider audience. This allows the platform to ensure that the feature functions as intended and to gather feedback from early adopters before making it widely available. As TikTok has already started this testing process in the UK and US the amount of users with access will likely grow exponentially relatively soon.
Concerns about TikTok search ads
TikTok’s entry into the search ads space has generated significant interest among advertisers and marketers seeking new ways to reach the platform’s large and growing user base. However, as with all new things, there are areas of concern for TikTok search ads that some advertisers have voiced.
ROI
Some advertisers are taking a “wait-and-see” approach to TikTok search ads because the platform has not yet proven its worth in terms of return on investment (ROI). While TikTok has a large user base, it is still a relatively new advertising platform and advertisers may be hesitant to invest in a new and untested advertising format. This is only the case for a few advertisers, however with TikTok search ads already attracting interest from several major advertising agencies and brands. These advertisers are eager to explore the potential of TikTok’s search ads to reach new audiences and increase their return on investment.
Safety concerns
There are also concerns about the safety and suitability of advertising on TikTok, particularly for brands that have strict standards around content and audience demographics. TikTok has faced criticism in the past for hosting inappropriate or controversial content, such as videos containing hate speech or sexual content. Brands may be hesitant to advertise on TikTok if they feel that their brand image could be negatively impacted by association with such content.
TikTok also has a younger user base than many other social media platforms, which raises concerns among advertisers about advertising to inappropriate audiences. Some advertisers are already unsure about the accuracy and appropriateness of the platform’s targeting algorithms for in-feed ads, and so it would likely be the same for search ads on the platform too.
TikTok has taken steps to address these concerns, such as implementing content moderation policies and tools to help brands manage their advertising campaigns of the existing in feed ads. However, there is still some uncertainty about the safety and suitability of advertising on TikTok.
Ad format & appearance
A final consideration that TikTok has to get right is how these ads will look in the search feed. Typically, search ads rely on text-based content to convey a message or promote a product or service but with TikTok being a video platform, they are going to have to find an innovative way of having the same impact but allowing for their unique format. It is going to then be a learning curve for advertisers to determine how to create effective and engaging search ad content as it will likely be very different to traditional platforms like Google Ads.
Can TikTok search ads compete with Google & Microsoft?
It remains to be seen whether TikTok search ads can truly compete with established players such as Google and Microsoft, as these platforms have a long history of delivering reliable and effective search advertising solutions. However, TikTok’s large and rapidly growing user base, particularly among younger audiences, does offer a compelling opportunity for advertisers looking to reach new and engaged audiences and its unique video format also presents an opportunity for advertisers to experiment with new ad formats and creative approaches that may not be possible on other platforms.
Those who have already tested the beta version of TikTok search ads have said that while it seems a great addition to the search ads space, they don’t see it replacing Google or Microsoft.
“I don’t necessarily see it replacing Google, but I think it’s a great addition”
Jason Hayward, CRO of Mammoth Media
What does this mean for businesses and advertisers?
The entry of TikTok into the search ads space means that businesses and advertisers have a new platform to consider when planning their advertising strategies. With its large and rapidly growing user base, particularly among younger audiences, TikTok presents a valuable opportunity for businesses looking to reach new and engaged audiences.
For a lot of advertisers, it is going to be a case of test it and see if it works for you. TikTok search ads are not likely to work for all businesses – it is going to be dependant on your brand, target audience and resources as you have to remember that creating a TikTok ad video is a lot more demanding than the usual text-based search ads are. For some, the release of TikTok search ads will be a triumph and success, for others maybe not so much.
