Industry News

TikTok follows Google’s lead and launches keyword-based ads on its search engine

When they embark on the adventure of searching for a product in the vastness of the Internet, many users, especially the youngest, use TikTok as a compass instead of the traditional Google search engine. The social network from China is perfectly aware of its popularity as a search engine and that is why it has just launched More sophisticated search ads that brands will be able to book based on certain keywords (both to include and exclude them).

TikTok launched advertising in its search results last year, but the ads that made their way there have so far been automated in nature. so it was the social network that had the final say in relation to linking certain searches to specific campaigns. From now on, Advertisers will be able to control keywords in their search campaigns on TikTok.

The big change in TikTok search engine advertising is that advertisers will be able to target their campaigns based on specific keywords.as is already possible on platforms such as Google and Amazon. In this way, if the user searches for a specific brand or product on TikTok, advertisers will be able to bid in real time to place their ads in the results returned by the social network’s search engine.

As ByteDance’s subsidiary is gaining increasing prominence as a search engine, Advertisers must necessarily familiarize themselves with the keywords used by consumers on TikTok that may be relevant to their products and try to make their ads appear in the results associated with such keywords. And from now on, with the new keyword-based controls, brands will have a much easier time placing their advertising next to truly relevant keywords.

TikTok is a social network that is increasingly related to commerce and this ultimately reinforces its role as a search engine.

David Kaufman, global head of monetization product solutions & operations at TikTok, confesses that the new functionality that the social network is now launching is “our first foray into keyword-based search.”

The goal is for advertisers to be able to «choose from a portfolio of keywords based on which they would like to segment their advertising campaigns and give those campaigns the opportunity to directly confront the user at the moment they are about to discover a particular product,” says Kaufman.

The sophistication of TikTok’s search campaigns makes perfect sense when you consider that 57% of social network users use the search engine of this platform and 23% head to the ByteDance subsidiary’s search bar within just 30 seconds of opening the app.

Even though TikTok’s search ads debuted on the platform last year, advertisers have until now had no control over where and when their campaigns are deployed on the social network. With keyword-based ads, brands will be able to control, however, where and when their campaigns appear on TikTok.which is the first stop for many consumers when searching for products on the Internet.

TikTok is, not in vain, responsible for many products going viral and ultimately becoming “best-sellers” for the brands that market them.The social network is very well-suited to commerce, which also gives wings to the appeal that search advertising has for brands.

“On TikTok, one in three users searches after discovering products or services on other platforms,” Kaufman emphasizes. “It’s interesting that TikTok encourages discovery at the top of the funnel and also at the bottom of the funnel based on traffic generated by our own social network and that simultaneously there are users searching for information about products they have already heard about on other channels,” he adds.

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