TikTok is at it again, breaking new ground and reshaping the digital advertising landscape. In a recent company announcement, the social media giant unveiled an exciting feature that’s set to revolutionize how brands connect with their audience. The Search Ad Toggle is TikTok’s latest offering, and it promises to empower marketers like never before.
Unlocking the Power of Search Ads
The Search Ad Toggle is a game-changer. It takes a brand’s existing advertising content and seamlessly integrates it into users’ search results. This means that when users search for content on TikTok, they may come across ads that are not only relevant but also seamlessly blended into their search experience.
These search ads, when engaged, appear as sponsored content within search results. TikTok ensures that these ads align with users’ interests, intent, and insights drawn from their previous interactions on the platform. If a user decides to click on a search ad, it mimics TikTok’s familiar in-feed experience, allowing them to continue scrolling through their search results as usual.
Early adopters of this innovative ad feature are already celebrating its success, and it’s easy to see why.
TikTok: A Hub for Brand Discovery
TikTok has been steadily expanding its appeal to advertisers, and this move into search ads is no exception. This development opens up a world of opportunity for brands on the ByteDance platform. TikTok has become a hotspot for brand discovery, with a staggering 58% of its users reporting that they regularly discover new brands and products on the platform. This discovery rate is 1.5 times higher than that of other social media platforms, according to a study cited by TikTok.
“With the Search Ads Toggle, brands can extend the reach of their campaigns to high-intent users who are seeking information relevant to their business, driving incremental engagement and revenue potential,” reads TikTok’s company announcement.
The Mechanics Behind the Search Ad Toggle
For brands already running in-feed ads campaigns on TikTok, the Search Ads Toggle will be automatically set to “on.” However, advertisers have the flexibility to opt out of this feature or activate it mid-campaign, although doing so won’t reactivate the campaign’s learning phase.
TikTok’s internal research indicates that 70% of ad groups using the Search Ads Toggle experience enhanced performance and higher conversion rates compared to when the feature is not engaged.
Two brands have already harnessed the power of the Search Ads Toggle with remarkable results. Clinique UK, in an early test, recorded an impressive 74,000 incremental search impressions for its Even Better Clinical Serum Foundation. This translated to a staggering 441% increase in conversion rate and a 51% boost in click-through rates. Additionally, post-campaign research revealed a 7.4% surge in ad recall, providing invaluable insights into consumer preferences.
Another success story comes from beauty brand DIBS, which utilized the Search Ads Toggle for its 2022 Black Friday and Cyber Monday promotions. By featuring an organic video of the brand’s co-founder demonstrating its product, DIBS achieved an 8% higher conversion volume and a six-fold increase in conversion rates compared to their non-search ads. Furthermore, the brand witnessed a 22% reduction in cost-per-acquisition, making the Search Ads Toggle a cost-effective choice.
Competing with Giants
TikTok’s newfound ability to deliver ads through search puts it in a strong competitive position against established players like Google and Meta (formerly Facebook). Although Google has made a resurgence, TikTok’s ascendancy has been remarkable. In 2021, it surpassed Google as the most-visited website. Google has also acknowledged that 40% of younger consumers rely on social media, particularly TikTok and Instagram, to search for products and services.
TikTok’s Search Ad Toggle is a groundbreaking development for marketers, promising enhanced visibility, engagement, and conversion rates. As TikTok continues to innovate and disrupt the digital advertising landscape, savvy marketers should keep a close eye on this evolving platform and capitalize on its potential to drive their brands to new heights. The future of advertising just got a whole lot more exciting with TikTok’s Search Ad Toggle.