If you’re an advertiser looking to reach a highly engaged, younger audience, TikTok's new Search Ads Campaign is something you need to know about.
TikTok, once just a platform for viral videos and entertainment, is now positioning itself as a serious player in the search advertising game, challenging none other than Google. TikTok's keyword-based search ads give brands the chance to target users directly in search results, just like Google, but within a video-first, visually-driven environment.
But how exactly do TikTok's Search Ads work, and how do they stack up against Google's search advertising model?
This article will break down what makes TikTok's solution different, how it could reshape search advertising as we know it, and why it might just pose a real threat to Google's long-dominant reign in this space.
What are TikTok Search Ads?
TikTok Search Ads are the platform's latest advertising feature, designed to help brands connect with users through keyword-based targeting.
Similar to Google Ads, TikTok’s Search Ads allow advertisers to place their content directly in the app’s search results, reaching users who are actively searching for specific topics or products. This gives brands a powerful way to capture high-intent users at the exact moment they're looking for relevant content.
To really hammer home how impact search ads can be, here’s what makes them really stand out:
- Keyword targeting capabilities: Ads are triggered based on user search terms, similar to Google’s approach.
- Ads appear on TikTok's search results page: Provides greater visibility to users who are actively searching for related content.
- Visual-first environment: These TikTok’s ads leverage video and imagery, creating a more immersive experience than traditional text-based ads.
The innovative new feature is already proving to be revolutionary for brands that are looking to connect with TikTok's massive, highly engaged audience at those critical moments of intent.
How TikTok Search Ads work
TikTok Search Ads offer a fresh way for brands to reach users right when they’re actively searching for something relevant.
The process is pretty straightforward: you set up ads that target specific keywords, just like you would with Google Ads. However, TikTok takes it a step further by allowing you to place your ads directly on the platform's popular search results page (the most popular among Gen-Zers), where users are looking for content and products.
To get started, brands can create TikTok Search Ads directly through the TikTok Ads Manager tool. From there, you can choose between two main campaign objectives: Traffic and Web Conversion. These objectives help tailor your ads to meet specific goals, whether you’re trying to drive visitors to your website or encourage users to complete a purchase.
Campaign objectives in TikTok Search Ads
Focusing on keywords that are relevant to your target audience allows you to capture high-intent users at the ideal time, thereby directly boosting your chances of converting interest into direct action.
- Traffic: This goal is designed to drive users to your website or landing page. If your primary aim is to get more eyeballs on your site, this objective will help increase click-through rates.
- Web Conversion: If you’re looking for users to take a specific action, like making a purchase or signing up for a service, this objective optimizes your ads to encourage those actions.
TikTok also lets you customize your ads based on these objectives, further aligning your content with the search intent of users through strategic keyword selection.
The rise of TikTok as a search engine
TikTok isn’t just a platform for entertainment anymore—it’s quickly becoming a go-to search tool, especially for younger audiences. Simply put, more and more users are turning to TikTok’s search function to find everything from product recommendations to tutorials.
In fact, 57% of TikTok users utilize the app’s search feature, and 23% of them do so within just 30 seconds of opening the app. This shift in behavior is reshaping how people, particularly Gen Z and Millennials, discover content and make purchasing decisions—what’s different here is how TikTok blends intent-driven search with spontaneous discovery.
Unlike Google, where users typically go with a clear intent to find specific information, TikTok users often stumble upon useful or interesting content organically based on their search behaviors and interests.
For brands, this makes search visibility on TikTok more important than ever. If you’re targeting younger, highly engaged consumers, being present in TikTok’s search results means capturing attention at those vital moments when users are actively seeking something relevant or are open to discovering something new.
Key features of TikTok Search Ads
TikTok Search Ads offer several unique features that set them apart from traditional search advertising platforms like Google, allowing brands to connect with users in more dynamic and visually engaging ways.
Keyword-based targeting
TikTok’s keyword-based targeting mirrors Google Ads in that it allows you to trigger ads based on specific search terms.
However, unlike Google’s traditional text-heavy approach, TikTok operates within a video-first environment. This means that while the keyword strategies may be similar, the way users engage with content is vastly different.
On TikTok, users are already primed for discovery through short-form video content, which gives your ads a chance to feel less like an interruption and more like a natural part of the experience.
Creative customization
One of the standout aspects of TikTok Search Ads is the ability to heavily customize the content of your ads. Unlike Google, where search ads are primarily text-based, TikTok allows you to showcase your products or brand through video and image carousels.
- Real-time optimization of ads: You can adjust your campaigns on the fly to improve performance.
- Ability to use video for storytelling in search ads: Video ads give you the space to create a narrative that resonates with users.
- TikTok’s interactive ad formats: Features like carousels allow for more engaging, immersive experiences that can hold user attention longer than static ads.
How TikTok Search Ads compare to Google
When comparing TikTok Search Ads to Google’s, the differences go beyond just the format—they reflect a shift in how users search for and engage with content.
Search environment differences
Google has long dominated with its text-based search ads, designed to provide users with immediate answers and information.
In contrast, TikTok’s search ads offer a visual-first experience that’s all about discovery. While Google users typically search with a clear goal in mind, TikTok’s users often stumble upon relevant content organically through short-form videos.
TikTok’s ability to integrate visually captivating content into search results allows brands to create ads that blend seamlessly into the platform’s natural experience, making them feel less like ads and more like a continuation of the user’s journey.
In this regard, it’s important to notice that ecommerce platforms have an inherent advantage due to the streamlined nature of the platform. The ability to showcase products directly through visually engaging ads, coupled with TikTok’s natural discovery-driven environment, creates a smoother path from awareness to conversion.
Ad objectives and targeting
Google provides a vast array of targeting options, from demographic filters to intricate keyword matching, enabling advertisers to drill down into niche audiences. TikTok’s approach, on the other hand, is more streamlined and intent-driven.
While TikTok Search Ads rely on keyword targeting as Google does, they pair that with a strong emphasis on user engagement through creative content, often resulting in higher interaction rates.
Why TikTok Search Ads could be a real threat to Google
TikTok’s unique ad format has the potential to seriously disrupt Google’s dominance in the search advertising space. The instant engagement provided, combined with TikTok’s highly visual and interactive content, makes it a strong contender for advertisers looking to reach consumers more engagingly.
What started as a purely entertainment platform has now evolved into a robust search engine, especially for younger audiences. The shift proves to be significant because it challenges Google’s core business model, which has long relied on traditional text-based search ads.
TikTok’s keyword-based ads are designed to seamlessly integrate into the app’s video-first environment, making ads feel like a natural part of the discovery process rather than an interruption.
The platform’s focus on visual discovery and creative storytelling could lead to higher engagement and stronger conversion rates.
Early adopters like Glossier have already seen impressive results, with TikTok reporting a 20% increase in conversions when brands combine Search Ads with In-Feed Ads. Taking this layered approach gives users multiple touchpoints to engage with a brand, making it easier to convert interest into action.
For advertisers, TikTok’s rise as a search platform presents a compelling opportunity to diversify beyond Google and tap into a younger, more engaged audience.
Targeting the younger generation in new ways
TikTok has quickly become a dominant platform for younger audiences, especially Gen Z and Millennials, making it an ideal space for brands looking to reach this highly engaged demographic.
As mentioned, what sets TikTok Search Ads apart is their ability to target these users at key moments of discovery. Unlike traditional search engines, where users typically search with clear intent, TikTok users often blend intent-driven searches with spontaneous discovery.
Younger users on TikTok aren’t just searching for products or answers—they’re actively exploring; they engage with content that feels more interactive and visually immersive. TikTok’s search function supports this behavior by allowing users to find relevant content quickly while also stumbling upon new things through the app’s video-first format.
This is different from hacking the algorithm with authority links, as TikTok’s algorithm is known for its ability to surface highly personalized content based on user behavior, interactions, and video engagement.
The For You Page, or FYP, uses a recommendation system that tracks watch time, replays, shares and likes to deliver tailored content. It’s less about external links and more about how well the content resonates with users on the platform.
This mix of search and discovery gives brands a unique advantage: TikTok Search Ads can capture users when they’re actively searching for something specific and also open them up to discovering new products or ideas.
Brands can capitalize on this dual behavior to create organic, timely, and visually compelling campaigns, making it easier to connect with an audience that values both relevant and entertaining content.
Conclusion
TikTok Search Ads present a unique opportunity to engage with younger audiences in ways that traditional platforms like Google can’t fully match.
Through keyword-based targeting in a video-first setting, TikTok captures attention during moments of both intent and discovery, offering your brand the opportunity to make a lasting mark on audiences.
As TikTok continues to grow and evolve into a powerful search tool, it’s clear that this platform is more than just entertainment—it's becoming a powerful space for advertisers.
Carefully crafting the right strategy, paired with creative and visually appealing content, allows your brand to better connect with users in a way that feels natural and engaging.