TikTok’s audience constantly turns to the platform for entertainment and to explore new trends. Users can find a wide variety of search experiences, from discovering the best ramen in Madrid to watching unboxings of products purchased on Amazon. A few months ago, TikTok announced the launch of Search Ads Toggle, a new feature in the well-known TikTok Ads Manager. But what exactly is this new feature? Learn more below.
What is Search Ads Toggle?
This feature allows businesses to display their ads in TikTok search results. Search Ads Toggle leverages the creative content that advertisers have already used in In-Feed Ads and appears when users make relevant searches, showing alongside organic search results.
This enables advertisers to expand the reach of their campaigns and connect with an audience that is highly interested in their products or services. It helps increase user engagement and ultimately maximize potential revenue by reaching users actively seeking relevant information about their brand.
Several Spanish companies participated in a pilot campaign for this new tool and were impressed by how innovative the targeting is. They noted that it allows a better understanding of audience needs and enables stronger connections with customers.
Search Ads Toggle Up Close
When the Search Ads Toggle feature is enabled, ads are automatically generated using pre-existing creative content and displayed alongside relevant user queries in organic search results. These ads are labeled as “Sponsored” and appear in different locations on the results page depending on relevance, user intent (based on their searches), and insights derived from the behavior of other users.
Explore New Possibilities
Search Ads Toggle opens the door to providing exceptional experiences and delivering relevant information to all users. They can explore new TikTok content, rediscover older content, or search for the latest articles, ideas, or fashion trends. Search Ads Toggle gives advertisers an innovative way to contribute to and enhance the user journey.
It also drives positive results. An internal TikTok study shows that 70% of ad groups with the Search Ads Toggle feature “enabled” are more effective, resulting in more conversions from search ads.
Where Do the Ads Appear?
The typical search process begins when a user taps the search button at the top of the For You Feed. They then enter a query, which generates a list of results. Ads appear within these search results. When a user selects an ad from the results, a TikTok Feed-like experience opens, allowing users to continue exploring search results in the same order as displayed on the page.
Enable and Disable Search Ads Toggle
The Search Ads Toggle feature is automatically activated whenever an account launches an In-Feed ad campaign. With this feature active, ads in search results are automatically generated using the content and targeting of existing In-Feed ads. These ads appear alongside relevant user queries together with organic search results.
Advertisers can choose to enable Search Ads Toggle when creating a campaign or even in the middle of an ongoing campaign. If desired, they can disable this feature when configuring the campaign. It is important to note that enabling Search Ads Toggle in the middle of a campaign does not restart the learning phase.
TikTok’s main goal is to continue innovating the search experience and provide brands with diverse ways to connect and interact with the TikTok community through search. With Search Ads Toggle, brands can now appear alongside the most relevant content for their sector, product, or service while offering users a more personalized advertising experience.
