TikTok starts showing ads in search results

TikTok will start showing ads in search results on the platform I am looking for specific content. The innovation, introduced this Tuesday (22), follows a similar decision to Instagram earlier this year.

According to the social network, ads will appear with organic content shown in search results. These will be marked with a translucent “sponsored” tag on the video thumbnail, making it easier to distinguish them from other types of material visible on the screen.

When the user clicks on an ad, they will still be able to browse the first search results in feed format in the order they appear on the page. Sponsored material is taken from other videos posted by the brand in question on the ByteDance app.

TikTok’s search ads are the same ads that currently appear as videos in the “For You” tab feed. Advertisers will be able to reach an even wider audience by displaying them in another area of ​​the app; this is usually Starts searching for products on the platform before going to Google.

Advantages for advertisers

The new functionality, called “Search Ads Override”, which allows brands to display ads in TikTok’s search results, comes with the promise of reaching people who perform certain searches on the social network. It brings some different tools for better segmentation of users.

For example, companies can: add “negative keywords” to your ad groups. In this way, the brand avoids being associated with surveys that have nothing to do with the type of product and/or service it offers.

Internal testing by the short video app showed: Significant increases in conversion rates, clicks and ad recall, compared to ads displayed in other domains. According to TikTok, 58% of users discover new brands and products through the app.