More people are turning to social platforms while searching for information on brands or products, and TikTok saw an opportunity for advertisers to take advantage of that trend.
TikTok cited internal data finding that 57% of its users tap the application's search functionality, with 23% searching for something within 30 seconds of opening the app.
TikTok's recent rollout of Search Ads Campaign gives advertisers control over ad placements in search results, enabling connections with high-intent audiences at critical moments.
TikTok found that brands running Search Ads alongside in-feed ads experienced an average boost in campaign performance and engagement compared to traditional advertising methods.
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