TikTok is taking major steps to expand its ad revenue by introducing more targeted search ads. The platform has unveiled its new Search Ads Campaign, which allows advertisers to place highly customized ads within the app’s search results. This update gives marketers more control over ad placements and user targeting.

Expanding previous ad features

TikTok initially introduced search ads last year, but the new campaign offers deeper customization. Brands can now target specific demographics and choose particular campaign goals, like focusing on conversions or impressions.

By selecting relevant keywords during setup, advertisers can fine-tune their campaigns for both traffic and web conversions. “Brands have full control over how their content appears on TikTok’s search results page,” the company stated.

TikTok shared that using a mix of ad formats, such as search ads and in-feed ads, increases conversions by 20% on average. The app claims 57% of its users treat TikTok as a search engine, making these new tools essential for brands aiming to boost engagement.

Competing with major search engines

With the rise of TikTok as a search engine, Google has had to adapt to the competition, particularly as TikTok’s search functionality became more popular in 2022. Although TikTok may not entirely replace traditional search engines like Google, the app is gaining ground by focusing on product discovery and providing search-driven ad solutions. TikTok’s new features are designed to capitalize on users’ search intent, a move expected to increase advertiser interest.

“TikTok is gradually becoming a destination for product discovery,” a company representative said, adding that nearly 23% of users search within 30 seconds of opening the app. This shows how the platform is moving toward being a shopping and ad hub, especially ahead of the holiday shopping season.