Here's What Makes The New TikTok Search Ads Campaign Different From Search Ads Toggle
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TikTok is becoming a go-to platform for discovery, and its search function is playing an increasingly important role in how users engage with content. TikTok now offers two distinct options for advertisers: TikTok Search Ads Campaign and TikTok Search Ads Toggle. While both aim to connect brands with potential customers during key moments of discovery, they differ significantly in how they approach targeting and customization.
The rise of social searching has transformed the way younger generations discover products and services. A Forbes survey revealed that 45% of Gen Z prefer using platforms like TikTok and Instagram over traditional search engines like Google, compared to just 35% of millennials and 20% of Gen X. This behavior highlights Gen Z's growing reliance on social media for everything from product research to lifestyle choices.
With 57% of users actively using TikTok’s search feature—and nearly a quarter searching within 30 seconds of opening the app—brands have a prime opportunity to connect with high-intent audiences during key decision-making moments.
If you're wondering how TikTok Search Ads Campaign and TikTok Search Ads Toggle differ, and which one is best suited for your advertising goals, you're in the right place.
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?? What is TikTok's Search Ads Campaign, and How Does It Work?
TikTok’s Search Ads Campaign gives advertisers greater control over ad placement in the platform's search results. Unlike the TikTok Search Ads Toggle, which is merely a placement feature, TikTok Search Ads Campaign is a separate, full-fledged ad campaign option within the TikTok Ads Manager.
This campaign type is particularly significant, considering that 45% of users continue searching on TikTok after making a discovery, showcasing the platform’s role as a hub for exploration and information.
Many users turn to TikTok Search to dig deeper into topics, seek specific information, or find inspiration. Notably, 1 in 3 users who discover content on other platforms subsequently search on TikTok, illustrating its effectiveness in driving further engagement and curiosity among users.
This makes TikTok's Search Ads Campaign an ideal tool for brands aiming to capture users' attention during their exploratory journey.
?? TikTok Search Ads Campaign by Definition
TikTok Search Ads Campaign is a keyword-based ad format where advertisers can specifically target TikTok’s Search Results Page (SRP).
This allows brands to make the most out of TikTok’s search functionality, reaching users at critical moments of intent and curiosity. In fact, 55% of consumers prefer researching products on video and social platforms to traditional search engines.
Key features include:
1?? Dedicated Campaign Flow: Unlike the TikTok Search Ads Toggle, which is an extension of In-Feed video ads, the Search Ads Campaign has its own creation process.
2?? Keyword Targeting: Advertisers can select specific keywords, ensuring their content appears in relevant searches.
3?? Customizable Creatives: Brands can upload tailored creatives for the Search Ads Campaign, enhancing message flexibility.
This approach enables effective ad spend optimization while capturing users' attention during key decision-making moments.
Supporting both Traffic and Web Conversion objectives, TikTok's Search Ads Campaign helps brands reach high-intent audiences precisely when they are searching for products or information.
?? Key Differences Between TikTok Search Ads Campaign and Search Ads Toggle
The primary difference between TikTok’s Search Ads Campaign and Search Ads Toggle lies in the level of control and customization available to advertisers.
?? TikTok Ad Campaign Creation Flow
?? Search Ads Campaign: A separate campaign creation process that allows advertisers to manage search-specific budgets, upload creative assets, and choose keyword targeting.
?? Search Ads Toggle: Integrated within in-feed video campaigns, it allows advertisers to extend ads to appear in search results but doesn’t offer control over keyword targeting or separate campaign management.
?? TikTok Ad Placement & Control
?? Search Ads Campaign: Provides more granular control over where and how ads appear within the Search Results Page, as brands can choose specific keywords to target.
?? Search Ads Toggle: This option extends existing in-feed video ads into search results, but ad placement is automated based on TikTok's algorithm.
?? TikTok Ad Objectives
?? Search Ads Campaign: This campaign supports both Traffic and Web Conversion objectives, making it versatile for various marketing goals.
?? Search Ads Toggle: Tied to the objective of the original in-feed video campaign without customization for search-specific goals.
?? TikTok Audience Engagement
?? Search Ads Campaign: Advertisers can better capture high-intent users who are actively searching for content or products.
?? Search Ads Toggle: Ads are shown to users as a complement to in-feed video ads, but without keyword targeting, the intent might not always match as precisely.
?? Why Advertisers Should Use TikTok's Search Ads Campaign?
TikTok's Search Ads Campaign gives brands a unique opportunity to tap into user behavior at key moments of curiosity and discovery.
With this ad format, advertisers can reach users who are actively exploring new content or products, maximizing the chances of meaningful engagement.
This tool isn't just about increased control and customization; it’s about reaching audiences when they're most receptive to messaging.
Benefits of Using Search Ads Campaign
During peak seasons like the holidays, search behavior on TikTok sees a noticeable shift as consumers increasingly search for gift ideas, special deals, and holiday-specific products.
In fact, 91% of users who were inspired by a search on TikTok followed through and took action—whether it was making a purchase, visiting a website, or engaging further with a brand. This makes it important for advertisers to incorporate seasonal keywords into their campaigns to align with user intent.
?? Download this TikTok Search Ad Campaign Guide ??
According to TikTok data, brands that align their campaigns with holiday searches see a significant boost in engagement and conversions. In fact, running holiday-themed creatives and optimizing for holiday-related search terms can increase visibility and drive up to 20% higher conversions.
?? FAQs: Advertisers Guide on TikTok Search Ads Campaign
1?? What’s the difference between TikTok Search Ads Campaign and Search Ads Toggle?
The Search Ads Toggle extends in-feed ads into search results, while the Search Ads Campaign is a standalone campaign with more control, including keyword targeting and separate budget management.
2?? Do I need separate creatives for TikTok Search Ads Campaign?
No, you can use existing creatives, but it's recommended to tailor creatives for search-specific contexts to improve performance.
3?? What objectives are supported in TikTok Search Ads Campaign?
The campaign supports both Traffic and Web Conversion objectives.
4?? Can I choose which keywords to target in TikTok Search Ads Campaign?
Yes, advertisers can select specific keywords to target, giving them greater precision in reaching high-intent users.
5?? How can I optimize my TikTok Search Ads Campaign?
To get the most out of your TikTok Search Ads Campaign, it’s essential to regularly optimize your keywords, bids, and creatives based on performance data.
Start by reviewing keyword reports frequently to identify high-performing and underperforming keywords.
Adjust your bids to focus more on top-performing search terms and refine your creatives mid-campaign to match the evolving interests and intent of your audience.
?? Key Takeaways: TikTok Search Ads Campaign
TikTok’s Search Ads Campaign is a great tool for advertisers looking to gain more control over their search ad placements and reach highly motivated users.
With keyword targeting, customized creative options, and granular campaign management, it offers a significant advantage over the simpler Search Ads Toggle.
However, using both options together can maximize your reach ??
If a search query matches a keyword in your Search Ads Campaign, it will take precedence. When a search doesn't match any campaign keywords but is relevant to your creative, the Search Ads Toggle can still capture the opportunity.
?? Download this TikTok Search Ad Product Comparison
By combining both tools, brands can ensure that they capture all relevant searches—whether through manual keyword targeting or TikTok’s automated delivery—driving stronger results across the platform.
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TikTok Shop Strategist | Meta, Google & TikTok Ads Specialist | Performance Marketing Craftsman
4 个月If you're not in TikTok searches, your competitors just RSVP’d to your customer's wallet ???? Time to show up where it counts!
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