TikTok rivals Google with launch of its own search ads solution

Short-form video platform and social media giant TikTok has launched a new ad solution, TikTok Search Ads Campaign, which allows brands to target users via the search results page.

The new solution makes brands appear naturally in users’ feeds when they search for a query and offers advanced tools including keyword targeting, bidding capabilities, and creative planning. This means brands can ensure they are targeting relevant audiences to enhance engagement.

Brands can use TikTok to target younger audiences as almost two-thirds (62%) of gen Z consumers use the platform as a search engine, according to SOCI study. The head of Google’s knowledge and information organisation—senior vice president Prabhakar Raghavan—previously said that 40% of young people use TikTok or Instagram when searching for a place to have lunch instead of Google maps or search.

A number of brands including Glossier and Mejuri have already tested the new ad feature and reported seeing conversion rates double and an 11% increase in return on adspend. The search feature is currently live in the US and will be tested in other markets.

David Kaufman, TikTok’s global head of Monetisation Products and Solutions, said: “TikTok is a destination for discovery and a place where users come to search.

“We are excited to offer advertisers a new way to tap into TikTok’s multifaceted search behaviours, where highly motivated users discover content both intentionally and serendipitously.

“This is just the beginning of our journey with ads for search and we are excited to learn, grow and build with our community to help advertisers unlock incremental value.”

With this new ad feature, TikTok now becomes a direct competitor to Google—it overtook the tech giant as the most popular search engine in February 2021, according to web security and performance company Cloudfare, which ended the tech giant’s streak for the first time in 15 years.

This article first appeared on Campaign's sister sister site, Performance Marketing World.