TikTok launches “Search Ads Toggle” to place ads in search results
TikTok expands TikTok Ads Manager services with the launch of the “Search Ads Toggle” feature, which will allow brands to place ads in search results.
TikTok introduces a new space for advertisers on its platform, brands will be able to reach audiences within the video app’s search results page. This new ad buying model, called “Search Ads Toggle” will allow advertisers to target users looking to get information about new products or brands through the app’s searches.
As they point out from the video platform, “the rise of TikTok as a search destination represents a great opportunity for brands to reach new customers and connect with them.” They also point out that 58% of TikTok users discover new brands and products on the platform, which is 1.5 times more than users of other platforms.
Thus, the launch of the Search Ads Toggle feature, which is part of the TikTok Ads Manager, will allow advertisers to publish ads in TikTok searches in order to extend the reach of their campaigns.
As pointed out by TechCrunch this new ad space could present a challenge for Google, as the search giant admitted last year that younger users prefer to make their queries on social networks such as TikTok or Instagram before turning to Google’s search engine.
In the words of Google’s senior vice president, Prabhakar Raghavan, “about 40% of young people, when looking for a place to eat lunch, don’t go to Google Maps or Search” as these turn to TikTok or Instagram.
TikTok introduces the “Search Ads Toggle”.
This launch introduces the first functionality with which brands will be able to target users interested in searches related to the brand’s business, but it is not a standalone product; rather, it is an extension of an advertiser’s TikTok video ad buy.
The company notes that this functionality brings a unique opportunity for advertisers to offer unique information and experiences to app users, and thus generate a more personalized advertising experience.
Moreover, TikTok promises a safe environment for brands as part of this new offering, as advertisers will be able to add “negative keywords” to prevent their ads from appearing when queries are made that do not align with the brand.