TikTok’s Launch of Search Ads: What It Means for Brands and How Toucan Can Help

Overview of TikTok Search Ads 

TikTok has introduced Search Ads in the US, a new keyword-based advertising solution allowing brands to appear directly in search results. This feature is designed to take advantage of the high-intent search behaviour of users, enabling advertisers to reach customers as they actively look for specific content or products. By moving beyond automated ads, TikTok is offering brands more control over how they target and bid for ads, similar to Amazon’s ad model. 

Key Insights for Brands Considering TikTok Shop 

1. Leverage High-Intent Search Behaviour 
   With 57% of TikTok users using the search function and 23% of users searching within 30 seconds of opening the app, TikTok has become a significant platform for high-intent consumers. This means brands can now reach users who are actively looking for products or services, which increases the likelihood of conversions. 

2. Increased Conversions with Search Ads 
   TikTok data shows that brands running both Search Ads and In-Feed Ads experience a 20% higher conversion rate. This highlights the potential of combining different ad formats to maximise results, making TikTok Shop an even more attractive channel for social commerce. 

3. Enhanced Control with Keyword Bidding 
   Much like Amazon, TikTok's search ads allow brands to bid on specific keywords, giving them more control over targeting. This control allows advertisers to reach the right audience at the right time, making their campaigns more effective by focusing on moments of high intent. 

4. Capitalising on Social Commerce 
   TikTok is rapidly becoming a key player in social commerce, especially with the upcoming holiday season. 9 out of 10 users take action after searching on the platform, demonstrating how search ads can convert interest into sales. Brands setting up on TikTok Shop can tap into this trend and engage users ready to make a purchase. 

How Toucan Can Help Brands Maximise TikTok Search Ads 

As an official TikTok Shop partner, Toucan is uniquely positioned to help brands navigate and succeed in TikTok’s new ad ecosystem. Here’s how we can support: 

1. Customised Keyword Strategy 
   We’ll create tailored keyword strategies to help your brand bid on the most relevant search terms, ensuring that your products appear in front of high-intent users actively searching for them. 

2. Optimised Campaigns for High Conversions 
   Our team will integrate Search Ads and In-Feed Ads for your campaigns, leveraging TikTok’s proven formula for higher conversions. By using a holistic ad approach, we can help your brand achieve maximum visibility and sales. 

3. Data-Driven Targeting and Bidding 
   With the increased control over keyword bidding, Toucan can fine-tune your campaigns based on user behaviour and intent, making sure you get the best return on your investment. 

4. Holiday Season Strategy 
   TikTok search ads are launching just in time for the holiday shopping rush. Toucan can design a robust seasonal campaign to take advantage of this feature, driving traffic and conversions when consumers are in a buying mindset. 

By working with Toucan, your brand can fully leverage TikTok's new search ad capabilities if you are a brand in the US, positioning you for success in this growing social commerce landscape. We will hopefully be seeing this soon in the UK and other countries.