In recent years, with a growing interest of some groups of users for Social Research, TikTok is working on a keyword-based search ad solution that allows brands to segment users directly in search results, increasing their concurrence with the Google ads business.
Check the main updates on this new TikTok Ads platform and keep your campaigns always with better performance!
TikTok Launches Research Announcements in the USA
As announced in September 2024, TikTok has just launched its long-awaited research ad campaign in the United States, marking yet another important step forward in the monetization of the platform.
With novelty, American brands can no longer directly announce the results of the TikTok investigation, allowing users to find relevant products and services when searching on the platform. The new functionality is aligned with the growing trend of combining social media with purchasing intent, while also creating a more fluid experience for consumers. For advertisers, this means greater visibility and better segmentation opportunities.
This new ad format has the potential to significantly impact digital marketing strategy, mainly for professionals seeking to diversify their traffic acquisition channels and take advantage of the growing popularity of TikTok among younger generations.
Relevant topics on the subject:
- TikTok research ads allow segmentation based on user research queries.
- The format is ideal for brands that want to combine engagement and purchase intent.
- The campaign is still available for advertisers in the US, with expansion planned for other markets.
Research Ads on TikTok Ads
In 2022, the ByteDance social network has already started beta testing for the TikTok Ads platform. According to the users selected for the tests, when the research ads were activated, the advertisers managed to group the research terms responsible for the conversations and, with this information, take advantage of these research terms with high rates of clicks to raise them. Titles two six videos on TikTok. In this way, these ads managed to achieve better performance, resulting in additional benefits.
In March 2023, TikTok will surface on the internet to announce that it is preparing to launch its own search ads platformcompeting with the current most used search engines: Google and bing.
Now, the new platform available will allow advertisers to launch in key words and specific phrases related to their products or services.
40% two young people from Geração Z realize their searches on TikTok
A recent research, carried out by Google Knowledge & Information, showed that young people no longer use Google Maps or their own search engine when they are looking for a place to have lunch, for example.
The organization’s senior vice-president, Prabhakar Raghavan, stated in an interview that:
“In our studies, something around 40% of young people, when looking for a place to have lunch, do not access Google Maps or Research,” he continued. “It goes to TikTok or Instagram.”
With the entry of TikTok into the search ad market, ByteDance seeks to capitalize on the growth of searches carried out by young people and provide a new advertising platform for companies seeking to reach newer public audiences.
In the end, the audience of TikTok users is composed, mainly, of users of the Z and Y ages (millennials), who are most difficult to map in traditional media.
- I also read: TikTok Investigations: A Social Video Network Can Become a Search Mechanism?
Search Ads Toggle
A new way to buy ads, called “Search Ads Toggle“, will allow advertisers to reach TikTok users who are specifically looking to learn more about new products or brands, by entering queries in the application research box.
This is the first placement of TikTok ads that allows brands to reach users involved in research related to the brand’s business.
How Research Ads Work
With new announcements, TikTok users who search for specific videos will begin to see sponsored content in the search results.
Then, when a user clicks on an ad, they can continue scrolling to see the results of the search in a format similar to a feed and the ads are removed from other videos that the brand is running on the platform.
These ads will appear next to organic content that is only displayed when a user searches on TikTok, with a label “sponsored” (sponsored) semi-transparent in the video thumbnail, in addition, these research ads are only defined as “on” by default for advertisers.
What were our expectations about TikTok’s research announcements during the beta test?
Beta test users report that the platform is very similar to the Google Ads no way of creating advertisements. It allows advertisers to launch key words and specific phrases related to their products or services, as well as the Alphabet search engine.
However, the greatest differential expected was a greater variety of segmentations of different audiences, with a more robust selection of variables, allowing advertisers to reach users based on their interests, behaviors and demographic data, as well as their goals. LinkedIn Adsfor example.
The objective is to become a more attractive platform for companies and advertisers that require a more assertive and specific segmentation for their products or services. Além disso, anovidade can be a vantagem for consumers who are looking for more personalized ads in accordance with their particular interests and tastes.
Can TikTok research ads compete with search engines?
Google has dominated the search advertising market for more than a decade. Thanks to its enormous variety of resources and users, TikTok can find initial resistance to its most frequent users. largest search engine in the world.
Even with its technological advances and its user base above the home, TikTok must invest in resources and competitive prices to reach Alphabet’s advertisers.
Additionally, TikTok will need to ensure that, with its new research ad platform, users do not feel inconvenienced by the high concentration of ads on the “for you” social network, leading to reduced content consumption.
However, the new platform can be crucial for the paid traffic strategy of many companies, not only those that market products and services aimed at younger generations, as well as for companies that seek variety and minor costs in new advertising formats.
In addition, this ad slot could represent a challenge for Google’s search ad business, given that the search giant itself admitted that younger users today are frequently starting their searches on social apps like TikTok and Instagram, and not at all. Google.
Benefits for brands and advertisers with new TikTok research ads
According to some internal tests carried out in July on the social network, 70% two groups of ads such as the “Search Ads Toggle” activated viram um custo por ação (CPA) mais baixo, thanks to the most efficient conversions of the positioning of the ad.
Brands like Clinique and DIBS Beauty For some first time testing these ads, Clinique observed a 441% increase in conversation rates, a 51% increase in click rates, and a 7.4% increase in ad volume.
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Increasingly, ByteDance is investing in the tools and resources that TikTok is turning into a great source of traffic acquisition and an excellent opportunity for marketing professionals.
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