How to Win with TikTok Search Ads (The Hidden Opportunity)
Add Search Ads to your campaigns to capture high-intent users actively searching for products like yours on TikTok.
Why This Matters
TikTok has become a search engine for Gen Z - 40% prefer TikTok to Google for discovery. Search Ads appear above organic search results, capturing users with purchase intent.
How To Implement
1. Enable Search Ads toggle in your In-Feed campaign settings.
2. Add keywords relevant to your product (TikTok will suggest based on your creative).
3. Use a mix of brand terms, product terms, and problem terms.
4. Start broad - TikTok's search matching is still developing.
5. Check Search Terms report weekly to add negatives.
6. Create search-specific creatives that answer common questions.
7. Bid 20-30% higher than In-Feed as Search converts better.
Pro Tip
Research popular TikTok searches in your category using TikTok's Keyword Insights tool in Creative Center. Target 'how to' and 'best' queries for high intent.
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