TikTok Search Ads Toggle
"TikTok is an entertainment platform." Partially true. It is also a Search Engine. 40% of Gen Z prefers searching TikTok/Instagram over Google for lunch spots, recipes, and product reviews. You need to be there.
The "Search Ads Toggle"
You don't need a separate campaign. In your standard Video Shopping Ads, there is a toggle: "Include Search Results." Keep it ON. Why:
- Intent: It allows your ad to appear when someone searches for "best acne cream" or "cheap flights."
- Efficiency: It uses the same creative. TikTok automatically matches your video to the keyword (using your captions and audio).
Keyword Insights
TikTok gives you data on what they searched. Go to Reporting → Search Terms.
- Negative Keywords: Just like Google Ads, you must exclude irrelevant terms.
- Creative Inspiration: If you see people searching "XYZ vs ABC," make a comparison video.
Summary
TikTok Search is the "sleeping giant" of 2024. It bridges the gap between "Discovery" (Scroll) and "Intent" (Search). Don't turn it off.
About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
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