Forget just scrolling! Over 1 billion monthly active users on TikTok aren’t just swiping through their For You feeds, they’re actively searching for all kinds of information, from beauty advice to DIY hacks and cooking tutorials.
That’s where the Search Ads Toggle comes in: your secret weapon to join the party in TikTok’s search results.
In October 2023, TikTok introduced the Search Ads Toggle and dubbed it “a new feature on TikTok Ads Manager that allows brands to serve ads in TikTok search results.” The Search Ads Toggle leverages advertisers’ existing In-Feed Ad creative to serve ads alongside organic search results from relevant user queries, the post read.
Imagine your existing videos seamlessly popping up alongside relevant searches. Exciting, right? This is your chance to instantly grab user attention and spark interest in what you offer. All it takes is one click for powerful brand awareness and engaged eyes on your products.
Before you get hands-on experience, here’s all you need to know.
What is the Search Ads Toggle?
Imagine searching for something on a platform and finding helpful, relevant ads alongside your results, not interrupting your flow. That’s the magic of the Search Ad Toggle, which transforms your existing ads into seamless search companions, labelled as “Sponsored” for transparency.
By activating the Search Ad Toggle, your existing ad content transforms into dynamic ads tailored to user searches, seamlessly integrated with organic results.
4 Reasons Why Search Ads Toggle Is A Game-Changer
The Search Ads Toggle puts brands front and centre in searches relevant to their offerings, boosting visibility and driving personalised connections with consumers.
- Reach more people: 58% of TikTok users find new brands here, way more than other platforms!
- Target the right audience: Ads appear based on what users are actively searching for.
- Boost engagement and sales: Internal research shows 70% better results with the toggle “on”.
- Super easy to use: Just flip the switch, your existing videos work their magic!
Why Should You Use Search Ads Toggle?
Using the Search Ads Toggle, you get a unique opportunity on TikTok to find new content, resurface older content, or look for the latest hot trending items or ideas. Here are some of the top benefits:
Enhance Engagement: Unlock rich, relevant experiences with the Search Ads Toggle. Let users effortlessly find what they seek, whether it’s fresh content, rediscovered gems, or trending picks. Become a guide in their TikTok journey.
Boost Performance: Activate the Search Ads Toggle and unlock efficient campaigns. Our research shows that ads paired with relevant searches convert effectively, boosting your bottom line.
Drive Results: TikTok’s Search Ads Toggle unlocks 70% more efficient conversions, thanks to precise targeting. According to internal research, once the Search Ads Toggle is “on” users see more efficient performance when compared to not.
Where Do TikTok’s Search Ads Appear?
Imagine you’re browsing TikTok’s “For You” feed. At the top, there’s a search button. Click on it and type what you’re looking for, like “funny cat videos” or “interior decor tips.” Poof! A whole bunch of related videos magically appear.
Sometimes, you might also see some special videos with a label like “ad”. These are paid messages from companies trying to show you their stuff. The ad opens right there, and you can watch it just like any other video. After the “ad part” is over, you can keep scrolling through all the other search results.
When you run ads on TikTok’s regular feed, a switch called “Search Ads” is automatically turned on. This switch puts your ads in people’s search results too, next to regular videos. You can turn it on when you start your ad campaign or later if you want. But if you change your mind, you can turn it off anytime.
Ready to unlock TikTok’s search power?
Need a fresh perspective? Let’s talk.
At 360 OM, we specialise in helping businesses take their marketing efforts to the next level. Our team stays on top of industry trends, uses data-informed decisions to maximise your ROI, and provides full transparency through comprehensive reports.