TikTok’s New Search Ads with Keyword Targeting – What you need to know

In the social media world, every platform’s upgrade can feel like it’s changing the rules of the game. TikTok, the short-video behemoth that targets Gen-Z and Millenials, is stepping up its advertising game in a big way with a feature that might sound like it’s straight out of the Google playbook—keyword targeting in search ads. Here’s what marketers need to know about this latest addition, what it means for ad campaigns, and why it could be a big deal.

What’s New? Keyword Targeting 101

TikTok’s latest rollout introduces “Search Ads Campaigns” that, for the first time, allow advertisers to target keywords in users’ search queries. This means that if someone types “best Christmas gift for a child in 2024” into the TikTok search bar, brands that fit that description—say, a toy company or a video game influencer—can swoop in with a relevant ad that pops up alongside organic content.

This update, described as “game-changing” by industry experts, is being hailed as the platform’s way of leveling up its ad relevance and giving brands a much-needed boost in discoverability. TikTok search ads work similarly to what you’d find on Google, but with a TikTok twist: these ads prioritize relevancy and engagement, creating a unique intersection between search intent and the platform’s native content experience.

Why This Move Matters for Advertisers

TikTok’s keyword targeting adds a new dimension to social media advertising—intent-based marketing within a social platform. Social ads traditionally interrupt users’ scrolling with a message designed to be as relevant as possible to their demographics or interests. Now, by leveraging search queries, TikTok advertisers can target users based on what they’re actually looking for in real time.

In a nutshell, marketers get to position their brand in front of users who are actively seeking information, products, or solutions. As some of the articles point out, this could be TikTok’s way of taking on Google’s stronghold on intent-based ads. While TikTok isn’t exactly the place people go to conduct all their life’s research, it’s increasingly becoming the go-to for lifestyle tips, how-tos, and product reviews, especially for Gen Z.

How Keyword Targeting Works on TikTok

While it might sound straightforward, TikTok’s keyword targeting isn’t as simplistic as slapping a keyword onto an ad and calling it a day. Here’s how it breaks down:

• Campaign Setup: Advertisers can choose keywords that are relevant to their brand, product, or campaign goals. This is a mix of keywords that are generated by the advertiser’s research and TikTok’s own keyword suggestion tool.
• Targeting Precision: The keyword targeting feature comes with match types, just like on Google Ads, allowing brands to control how precisely they want their ads to appear based on users’ search terms.
• Real-Time Bidding and Engagement Boosting: The ads that show up are subject to TikTok’s ad algorithm, which prioritizes engaging, relevant content. So, it’s not just about paying for the keyword; it’s also about creating an ad that will resonate with the TikTok audience.
• For marketers: This means that creativity and authenticity are still very much at the core of TikTok advertising success.

Benefits: Why Marketers Should Get Excited

Many industry publications have highlighted that TikTok’s keyword targeting represents a huge opportunity for brands to reach audiences when they’re most open to relevant information. Here are a few key perks of this feature:

• Increased Discoverability: TikTok’s keyword targeting means brands can finally get in front of users who are actively searching for topics that align with their offerings. This is huge for brands, especially those in niches where users are keen to explore and learn more.
• Higher Engagement: Search ads on TikTok aren’t just about visibility; they’re about engagement. Ads that align with search terms are more likely to be relevant to users and, therefore, have a higher chance of driving likes, comments, and shares.
• User-Centric Advertising: Rather than disrupting the feed, search ads are shown within the search experience. This feels less intrusive and more organic, enhancing the user experience instead of interrupting it.
• Competing with the Big Players: TikTok is throwing its hat into the search advertising ring, giving platforms like Google and YouTube a run for their money. In many ways, TikTok’s keyword targeting makes it the social platform to watch when it comes to effective, intent-driven advertising.

Challenges and Considerations

But it’s not all sunshine and viral dances. There are some potential hurdles and nuances to consider:

• Limited Audience Base for Search: TikTok is famous for discovery-based scrolling, meaning users primarily interact with content pushed to them by the algorithm rather than actively searching for content. For advertisers, this means that while keyword targeting is promising, it may not reach as wide an audience as other ad placements.
• Another Learning Curve for Marketers: TikTok’s ad tools may require a little getting used to, especially for those more accustomed to Google’s detailed, data-rich search ads. Learning to balance keyword precision with creative content is key.
• Potential for Ad Saturation: With brands now targeting specific keywords, users could face a more ad-heavy experience when searching on TikTok. The platform will need to carefully balance ad placement with organic content to maintain its user-first experience.
• In summary: TikTok’s keyword targeting is an exciting step forward that opens up new opportunities for brands and advertisers. It brings search and social closer together in a way that allows advertisers to tap into TikTok’s fast-growing user base while delivering more relevant and useful ads. And for users, this means the chance to find content and products they’re actually looking for, not just ads tailored by interests alone.

Marketers who can embrace this feature with creativity and a genuine understanding of TikTok’s unique audience are poised to win big. Whether you’re a skincare brand, a fitness influencer, or even a tech startup, TikTok’s keyword targeting could be the way to meet your audience exactly where they are—searching, scrolling, and ready to discover.