TikTok is no stranger to marketers who seek to navigate the marketing funnel, achieving brand awareness, influencing engagement and demand, and ultimately inspiring action. The introduction of TikTok's Search Ads Toggle is a response to the growing number of users discovering brands through TikTok. According to a study by Material, 58% of TikTok users discover new brands and products on the platform, 1.5 times more than users on other platforms.
Users can now search for products and have ads, labelled as "sponsored," displayed alongside organic search results. TikTok states that the Search Ads Toggle utilizes advertisers' existing In-Feed Ad creative to showcase ads alongside organic search results based on relevant user queries. To test this feature, all you need to do is enable the placements setting to include search results. This can be done while creating a campaign or during its course.
TikTok's internal research has revealed that 70% of ad groups with the Search Ads Toggle "on" experience more efficient performance. At ADG, we encourage testing combinations of high-level and granular strategies to leverage various platforms, trends, and methods. TikTok can be an invaluable tool, particularly for raising awareness and sparking interest among Millennials and Gen-Z. Studies over time have shown that TikTok has been used to discover new products, services, or brands, underscoring its significance as a research platform. The ADG verdict is that this feature is certainly worth testing, especially to capitalize on trends and seasonality such as "Barbie shoes," "Black Friday sale," or "Valentine's Day gifts."
We'd love to discuss strategies like these with you and take new, meaningful, and data-driven steps toward achieving your marketing objectives together. Let's have a chat!