TikTok Introduces Game-Changing Search Ads Toggle for Marketers

SEP 08, 2023

Marketing House is excited to bring you the latest and greatest from the world of TikTok! In response to the evolving landscape of social media advertising and the shifting preferences of younger audiences, TikTok has introduced a groundbreaking feature that's set to revolutionize how brands connect with their target audience. Welcome to the era of the TikTok Search Ads Toggle!

Unveiling TikTok's Remarkable Journey and Impact: A Data-Driven Exploration

TikTok, a social media platform that has become the go-to destination for creative videos and live broadcasts, was launched by ByteDance in September 2016. This massive application garnered a significant fan base right from the start. Starting with 347.1 thousand users in 2018, it reached a remarkable 1,719 million users in 2022, with a projected growth to 2,249 million active users by 2027.

As of July 2023, the United States boasts the largest TikTok user base, with a staggering 122.05 million users. When examining the age and gender distribution of TikTok users worldwide, it's evident that the 18-24 age group predominates.

Globally, TikTok users are 50.8% female and 49.2% male. As of January 2023, TikTok ranks 6th in the global list of monthly active users with 1,051 million users.

In 2023, TikTok's digital advertising revenue surpassed $18.04 billion, with an expected growth to $53.95 billion by 2027. TikTok's growth and influence continue to expand daily, and these statistics underscore that fact!

The TikTok Search Ads Toggle: A Game-Changer for Marketers

TikTok isn't just a platform for endless entertainment anymore; it's a hub of discovery, information, and new opportunities for marketers to connect with their audience. With over 58% of TikTok users discovering new brands and products on the platform, it's no wonder that TikTok has unveiled the Search Ads Toggle. This innovative feature allows brands to seamlessly serve ads within TikTok's search results, catering specifically to users actively seeking information about new products or brands.

How Does the Search Ads Toggle Work?

When activated, the Search Ads Toggle harnesses your existing In-Feed Ad creative to serve ads alongside organic search results, all clearly labeled as "Sponsored" content. These ads appear strategically based on relevancy, user intent derived from their search query, and insights from broader user behavior. Users who click on a search ad experience the familiar in-feed TikTok journey, seamlessly integrating the ad experience into their search process.

Why Should You Use the Search Ads Toggle?

The Search Ads Toggle presents a unique opportunity for brands to provide rich, relevant information and experiences to TikTok users actively searching for content. Whether users are looking for the latest trends, product reviews, or recommendations, the Search Ads Toggle empowers advertisers to enhance this user journey, resulting in more efficient performance and conversions from search ads.

Real Success Stories: Early Adopters Shine

Early adopters of the Search Ads Toggle have already reaped the rewards. Clinique UK, for instance, witnessed a remarkable 441% increase in conversion rates, a 51% boost in click-through rates, and a 7.4% rise in ad recall. Similarly, DIBS Beauty achieved an 8% higher conversion volume, a six-fold increase in conversion rates, and a 22% reduction in cost per acquisition compared to non-search ads. These success stories demonstrate the potential of this game-changing feature.

TikTok: The New Search Engines for Gen Z

With TikTok's Search Ads Toggle, brands now have the means to connect with high-intent users actively seeking information relevant to their business. This development could challenge established players like Google in the search ads business. In fact, Google's Senior Vice President, Prabhakar Raghavan, acknowledged that younger users increasingly turn to platforms like TikTok and Instagram for their search needs.

The Future of Marketing on TikTok

As TikTok continues to evolve and cater to its Gen Z audience's preferences, the Search Ads Toggle promises to be a powerful tool for brands. While it's still early days, the influence of TikTok on users' shopping behavior suggests that more and more brands will embrace this offering in the coming months.

TikTok's Global Head of Monetization Product Solution & Operation, Ray (Jiayi) Cao, summed it up perfectly: "The Search Ads Toggle gives advertisers a new ad placement where qualified, high-intent users are searching for content relevant to their business, allowing advertisers to further connect with the TikTok community in authentic and engaging ways."

Explore the groundbreaking TikTok Search Ads Toggle and revolutionize the advertising area. While currently available in the US with testing in progress in other markets, this feature opens new avenues for reaching your target audience. Embrace the future of digital marketing with TikTok's Search Ads Toggle and unlock exciting possibilities. Marketing House closely follows all digital developments and is here to guide you to success in this dynamic field with its expertise in advertising and PR.