TikTok rolled out a new feature for businesses wanting more targeted results from their paid ad campaigns.
On Tuesday, September 24th, TikTok introduced Search Ad Campaigns to connect brands directly with high-intent audiences.
With the introduction of Search Ad Campaigns, businesses now have full control over keyword-based ads, optimizing how their content appears and to whom it appears.
What Does Keyword Targeting Mean for TikTok Ads?
Until now, TikTok’s ad platform relied on an automated system primarily focused on user behavior and preferences when placing ads. Although intuitive, business owners sometimes paid for broader targeting than they needed. Ads that are too broad can lead to overspending on people who aren’t interested, and TikTok recognized that marketers needed more control over their campaigns.
With the introduction of keyword targeting, TikTok aligns more closely with the established practices on other platforms, such as Google and Facebook, where keyword targeting has been used for many years.
The Benefits of Keyword Targeting
Keyword targeting puts your ad in front of users who are interested in certain words or phrases related to your business. For example, if you sell handmade soaps, your ad might show up for users talking about, searching for, or engaging with content about “natural skincare” or “eco-friendly beauty products.” People who are already curious about the products or services you have to offer are more likely to engage with your brand.
Targeted ads in search results improve user experience and boost the ads’ effectiveness, leading to higher engagement rates. For business owners, this means a chance to:
- Refine audience targeting by aligning ads with the content that potential customers are actively searching for or interested in.
- Increase return on investment (ROI) as ads will feel like a natural fit for the users who see them.
- Gain insights into consumer behavior for more data-driven campaign strategies.
Where People Will See Your Targeted Ads
One of the best parts about a Search Ad Campaign is that your ads appear to people actively searching for a keyword related to your business. You’re most likely familiar with the ‘Sponsored’ or ‘Ad‘ indication that appears before Google results on the search results pages, and TikTok works the same way. Ads appear in the search results with the tagline ‘Sponsored,’ usually on the bottom left of the video or image carousel.
Targeted ads may seem pretty straightforward, but it takes research, testing, and knowledge of campaign creatives to launch an effective campaign. Ad parameters, such broad and specific terms, negative keywords, and keyword bidding, can positively or negatively affect performance and your budget.
In addition, TikTok’s unique culture and rapidly changing trends mean some keywords may have a shorter relevance life span than other platforms. Brands must stay up-to-date on their campaigns and frequently revisit keyword lists to keep up with the current environment.
We’re excited to try out the new TikTok feature but even more excited about what it means for our clients!
We’ve been running successful paid search ads for our clients for years, but TikTok is a whole new experience regarding overall audience perception. Ads can be goofy and entertaining, and sometimes you don’t realize an ad is playing until your eye spots the ‘Sponsored’ tag.
The TikTok culture is more relaxed than other platforms, and businesses can enjoy full creative freedom when talking to their audience. With targeted search ads as an option, brands also now know their ads will be seen by the right people who are likely to respond.
Since Vervocity offers professional videography, pay-per-click advertising, and social media marketing, we can create TikTok campaigns for our clients from start to finish. We’ll work with you on ideas, scripts, videos, and keyword targeting so your ad catches people’s attention and promotes a scroll-stopping reaction.
Are you ready to get creative with TikTok’s new Search Ad Campaigns? We are, too! Call (217) 222-1451 or reach out online to talk about getting started.
