In the past few years, TikTok has become one of the most popular social media platforms due to its unique, short-form videos that capture the attention of users all around the globe. But recently, it is also planning to enter the search ad market, which puts it in direct competition with other established search ad platforms like Microsoft and Google.

With the help of TikTok Search Ads, businesses can effectively engage larger audiences by targeting users based on their search interests and behaviors. This helps business owners boost their brand exposure which ultimately results in more conversions. TikTok has made these ads visible on both the TikTok and the TikTok Lite apps.

In this article, we will take you through the basics of TikTok, how it can influence marketing campaigns, and the benefits of TikTok advertising. So, let’s get started.

How Can It Influence Marketing Campaigns?

In addition to being a popular social media platform, TikTok can now also be categorized as a popular search engine among young people. Almost 40% of youth use it to access information regarding various topics. This means that while finding the best shopping, lunch, or dinner spots, many Millennials skip Google Search or Maps altogether and choose TikTok.

Moreover, nowadays, brands find it difficult to reach younger audiences through traditional marketing methods. However, TikTok ads can prove to be the best way for advertisers to target younger audiences and acquire their interests.

Types of TikTok Ad Formats

There are multiple advertising formats available on the TikTok marketing platform, including In-Feed Ads, Brand takeovers, Top View ads, Hashtag Challenges, and Branded Effects.

1. In-FeedAds

In-feed ads can prove to be excellent for link placement. Through this ad format, brands can call users to action and direct them to their website or landing pages.

This ad format is currently the only self-serve opportunity available to advertisers within the TikTok ads platform. These ads can continuously appear on the For You page. It is a feed that consists of a combination of organic and paid posts that are unique to each user. Content on the for you page is based on user preferences and has either been preselected or implied by the algorithm based on their behaviors.

2. Hashtag Challenges

TikTok Hashtag Challenges typically appear on the user’s discovery pages. Advertisers can participate in organic hashtag challenges that do not demand buying sponsored ads.

However, if marketers purchase sponsored ads, they can also create their own hashtag trends, which is the fastest way to put their brand in front of the audience.

3. Brand Takeover

This is the type of search ad format that appears after users open the TikTok app and are shown as full-screen videos. These ads can also be displayed on the For You Page for better user engagement.

Brand Takeover ads usually consist of animated GIFs, videos, or images, attached to a clickable link. It is another one of the most effective ways to send users to a certain landing page or a site.

Who Should Use TikTok Search Ads?

Anyone can use TikTok search ads to start trends and go viral on this popular platform. Businesses can make use of these ads in different ad formats and can encourage the participation of a wider audience.

Specifically, businesses that want to target younger audiences should take advantage of this platform. This is because younger audiences are relatively harder to reach with traditional marketing methods and even pay-per-click campaigns. However, brands can easily access them when advertising their products and services on TikTok.

How Does It Work?

TikTok’s search ads enable businesses to bid on specific phrases and keywords related to their content, products, or services just like any other search engine. However, TikTok also offers its users some unique features and targeting options that traditional search engines such as Google do not.

For example, TikTok’s platform can offer more effective audience targeting options, allowing advertisers to reach users based on their location, demographics, interests, and behaviors. This makes this advertising platform more appealing to marketers looking to reach particular audiences.

In a nutshell, TikTok’s entry into the search ads market can prove to be more relevant for consumers. If advertisers target their ads to specific audiences, there are higher chances that consumers will engage with those ads and find products and services that fit their interests.


1. Which Kind of Audience Does TikTok Target?

This platform particularly caters to the audience who no longer uses traditional search engines. It is a type of platform that focuses on visual content and is an ideal fit for younger people. Therefore, marketers should get ahead of the curve and start investing in TikTok search ads in order to acquire the best outcomes.

2. Are There Any Challenges That Advertisers Can Face Using TikTok Search Ads?

TikTok’s entry into the search ad market can propose opportunities and challenges for marketers. While the platform offers unique targeting options and the ability to target younger audiences, there are also some sorts of risks involved, like ad fatigue. But with the right approach, TikTok’s search ad platform has the potential to be the most significant and powerful advertising tool.