Competition in the world of search is heating up as social media giant TikTok just announced a major decision that can take its search ambitions to the next level.
The company says it’s giving advertisers the chance to target the page for search results. This will be through the launch of its TikTok Search Ads Campaign. The feature was outlined to be the best keyword-based solution in the world of search that enabled brands to pop up on the results page.
In case you’re wondering, the app’s page for search already entails ads. Now, however, brands will be given the chance to take full command of content style and design on the pages. And keeping in mind the company’s status of reaching out to clients through its shopping services, it might really be on to something big.
This launch gives rise to more competition for Android maker Google and its ads business. It’s especially true as Google did agree with how popular TikTok has become and how many young users turn to the app and others like Instagram for search instead of its platform.
Meanwhile, the company’s own studies prove that more users are using the platform as a search engine, more than anything else. Remember, 57% of all TikTok users make use of its search feature and 23% of them use it for other things, within seconds of entering the app.
Hence, with such new capabilities on offer, the app hopes brands will engage better with users when they explore content or when searching for specific content. Moreover, brands can align ads with various search behaviors of the app’s users to maximize the impact the ads can have.
As per research, TikTok saw how advertisers running search ads saw a 20% rise in conversions on a routine basis. Moreover, the company also found that search ads had a better conversion rate when compared to in-feed ads. The latter had just an 18% conversion rate.
Even if a user does not interact with an ad, they are likely to do so if they see a similarly themed search ad. Remember, TikTok is a big name in the world of search and discovery. The company acknowledges the claims and says it hopes this new offering can assist advertisers can what they want. Similarly, it can help tap into the exciting world of search behaviors where users are motivated to find content from all over the globe.
