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Unlock the power of TikTok Search Ads with TikTok Agency’s guide

TikTok’s rise to fame with its distinctive, short videos has captivated global audiences. Now, thousands of users are utilizing TikTok as a tool for information search and staying updated on trends every day. Recognizing this enormous growth potential, TikTok has introduced TikTok Search Ads. This move not only capitalizes on the platform’s expansive user base but also provides advertisers with the opportunity to reach users in prime positions at the top. Explore how TikTok Search Ads work and 6 steps to effectively use it now!

What is TikTok Search Ads?

TikTok search ads was facilitated by the TikTok Search Ads Toggle. By displaying as “Sponsored” content, Search Ads TikTok provides an additional placement opportunity for your in-feed video campaigns.

These ads appear when users search for specific keywords or phrases within the app. Ads typically consist of a combination of text, images/videos and are designed to capture the attention of users actively searching for related content.

TikTok search ads can be a valuable tool for businesses seeking to enhance their visibility, target a specific audience, and stimulate engagement on the platform.

How does TikTok Search Ads work?

TikTok Search Ads stands out due to its unique features and advanced targeting options below:

Keyword bidding

Search ads TikTok employs a bidding system for specific keywords and phrases, similar to platforms like Google Ads and Microsoft Bing.

  • By bidding on relevant keywords, businesses enhance visibility and optimize their marketing efforts on TikTok.
  • Successful bids secure a prominent position on the search results page, above the “Others Searched For” section, with ads distinctly labeled as “Sponsored”.

To optimize search results, it is advisable to concentrate on:

  • Using the company’s brand name and specific product as primary target keywords.
  • Optimize TikTok title videos with high-converting search phrases.

More options for audience targeting

TikTok search ads extends beyond keyword targeting, presenting advertisers with distinctive options to target their audience. Audience segmentation is based on interests, demographics, and behaviors, surpassing the reliance solely on keywords.

This level of granularity in audience targeting provides marketers with a more specific and tailored approach to promotions on TikTok, serving as a game-changer for reaching their target audience effectively.

Benefits & Downsides of Using TikTok Search Ads

TikTok Search Ads offers a fresh take on reaching your target audience within TikTok search engine. However, like any ad tool, it has its bright spots and shadowed corners. Let’s explore the two sides of the TikTok Search Ads.


Benefits of Using TikTok Search Ads
  • Highly targeted reach: Search Ads TikTok puts your brand directly in front of users actively looking for what you offer.
  • Enhanced engagement: Unlike passive banners, these ads are woven into the user’s search flow, making them more likely to notice and engage. Think of it as catching someone’s eye while they’re browsing the shelves for your products.
  • Potential for organic growth: If your ad sparks interest, users might end up exploring your TikTok profile, leading to organic followers and engagement.


Downsides of Using TikTok Search Ads
  • High cost: Depending on your target audience and keywords, the cost of search ads can add up quickly.
  • Competition: If you target popular keywords, it can be challenging to stand out.
  • Ad fatigue: Users might get tired of seeing the same ads repeatedly, especially if they search for similar content frequently.

>>> Read more: TikTok Ads: How to Master Advertising on TikTok in 2024?

How to turn TikTok Search Ads on and off?

Before running TikTok Search Ads campaigns, please take note of the following:

Take note of TikTok Search Ads

Now, Mega Digital will guide you through 6 steps to turn on TikTok Search Ads:

6 steps to turn on TikTok Search Ads:

Step 1:  Set Up Your TikTok Ads Account

  • Visit the TikTok Ads Manager and create an account (if you don’t have already).
  • Link your TikTok business account and provide the necessary payment information.

Step 2: Create a New Campaign

  • Click on “Campaign”.
  • Choose “Advertising Objective” for your campaign.
  • Set up your campaign name.
Step 2 tiktok search ads

Step 3: Toggle On Search Ads Placement

  • Click on “Setting”.
  • Inside “Placement”, choose “Select placement”.
  • Select “TikTok”
  • Turn on “Include search results”.
  • Click on “Next”.
  • In “Preview”, choose “Search results”.
Step 3 tiktok search ads

Step 4: Define Your Targeting

  • Demographics: Age, gender, location, language, device.
  • Interests: Categories like beauty, gaming, sports, etc.
  • Behaviors: Online behavior, purchase history, app usage.
  • Custom audiences: Upload your email lists or website visitors.
  • Lookalike audiences: Reach similar users to your existing customers.
 tiktok search ads step 4
Step 4 tiktok search ads

Step 5: Optimize Your Ad Creative

  • Use engaging video content that aligns with TikTok’s style.
  • Craft compelling captions and include relevant hashtags.
  • Emphasize your brand’s value proposition.

Step 6: Monitor Performance and Adjust

>>> Read more: How To Optimize TikTok Ads: Guideline From TikTok Agency

FAQs How to optimize your TikTok Search Ads strategy 

#1. Is TikTok Search Ads a good fit for your brand?

Determining whether TikTok is a suitable platform for your brand is a crucial consideration. While some accounts have seen success with TikTok search ads, others have not yielded significant results. It’s essential to recognize that the effectiveness of TikTok search ads can vary based on different factors, including the nature of the brand and its target audience.

Therefore, it’s recommended to approach this advertising format with an open mind and a willingness to experiment. By testing TikTok search ads for your specific brand, you can gather valuable data to inform your advertising strategy.

#2. Should I use only TikTok Search Ads?

Whether you should use only TikTok Search Ads depends on your specific advertising goals, target audience, and overall marketing strategy. However, using a combination of 11 TikTok ad types, such as Top Feed Ads, TikTok Shopping Ads,…  allows you to leverage the strengths of each format and create a more comprehensive and engaging marketing strategy.

To access these ad types, you will need to contact TikTok Partners for an Agency ad account. Especially, when you use TikTok Ads Account of Mega Digital, you will receive some potential benefits:

  • Faster access to a wider audience: Agency accounts allow you to reach audiences in countries where setting up your account might be difficult.
  • Higher spending limits: Some agencies offer accounts with higher spending limits compared to standard accounts, providing greater flexibility for scaling your campaigns.
  • Expert management: Renting an account can come with agency support, potentially saving you time and effort while benefiting from their expertise in running TikTok ads.
  • Faster campaign setup: Agencies may have pre-built templates and strategies, allowing for quicker campaign launch and optimization.


Mega Digital hopefully throughout this article, marketers can harness the unique advantages of TikTok search ads and pave the way for effective, impactful advertising campaigns on TikTok. As a bonus, you can access all of this information about 11 types of TikTok Ads in our exclusive ebook. Take a look now!

Explore 11 TikTok Ad Types
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