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INTRODUCING THE TIKTOK SEARCH ADS TOGGLE

11 October, 2023



People go to TikTok to be entertained and discover new things. And it's not just
the For You feed; TikTok also offers a powerful search experience, where users
can find all kinds of information, from fashion tips and recipes to unboxing
videos and product reviews.


The rise of TikTok as a destination for search represents a great opportunity
for brands to reach and connect with new customers. According to a study, 58% of
TikTok users discover new brands and products on the platform, 1.5x more than
other platform users.¹


That's why we're excited to announce the launch of the Search Ads Toggle, 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.


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.






WHAT IS THE SEARCH ADS TOGGLE?

When the Search Ad Toggle is engaged, ads are automatically created using the
advertiser's existing ad content and served against relevant user queries
alongside organic search results. The ads are labeled as "Sponsored" content and
appear in varying positions on the results page based on relevancy, user intent
(as understood from their search query) and broader learnings from other user
behavior.






WHY USE THE SEARCH ADS TOGGLE?

The Search Ads Toggle provides a unique opportunity to offer rich, relevant
information and experiences to our users. Users may search on TikTok to find new
content, resurface older content, or look for the latest hot trending items or
ideas. The Search Ads Toggle provides advertisers a new way to assist and
enhance this user journey.


It also drives results. TikTok internal research shows that 70% of ad groups
with the Search Ads Toggle "on" see more efficient performance when compared to
not, as a result of more efficient conversions coming from search ads.²






WHERE WILL THE ADS APPEAR?

The typical search journey starts with a user clicking the search button at the
top of the For You feed. From there, they type in a search query, which then
yields a series of search results. The ads appear among these search results.
Once a user clicks on a search ad, the ad mirrors the in-feed TikTok experience,
with users able to continue scrolling through the search results in the order
they appear on the page.









TURNING THE SEARCH ADS TOGGLE ON AND OFF

The Search Ads Toggle is automatically set to the "on" position whenever you set
up an In-Feed Ads campaign. By keeping the toggle set to "on," search results
ads will be automatically created using the advertiser's existing In-Feed Ad
content and targeting, and served against relevant user queries adjacent to
organic video results.


Advertisers can activate the Search Ads Toggle during campaign creation or
mid-flight. Advertisers may choose to opt out by toggling "off" when creating a
campaign. Note that activating the Search Ads Toggle mid-flight will not
reactivate a campaign's learning phase.









THE SEARCH ADS TOGGLE IN ACTION


CLINIQUE UK

Clinique UK's early adoption of the Search Ads Toggle to promote its Even Better
Clinical Serum Foundation allowed high-intent users to discover the brand's ad
among other relevant videos on the search page. This activation proved to be
valuable as Clinique reached and captured sales from users that were already
interested in their product.




DIBS BEAUTY

During the 2022 Black Friday and Cyber Monday shopping period, DIBS Beauty
utilized the Search Ads Toggle to extend the reach of its Spark Ads campaign,
featuring an organic video from co-founder Courtney Shields. This additional ad
placement expanded DIBS Beauty's reach, making the brand visible not just on the
For You feed but also in active searches for the brand or related products.






TIKTOK'S SEARCH ADS TOGGLE FURTHER POWERS BRAND DISCOVERY

We are excited to continuously innovate the TikTok search experience and deliver
more ways for brands to connect and engage with the TikTok community through
search. With the Search Ads Toggle, brands can now show up next to content
relevant to their business, product or service while providing users with a more
personalized ad experience.


Want to learn more? Check out our Business Help Center article here.

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