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LATEST NEWS / 19 - 10 - 2023
TikTok Search Ads: What Marketers Need To Know
Marketing and Advertising, are two terms that undoubtedly complement each other. Social Media marketing precisely, constitutes one of the major marketing strategies that is currently being recognised for its efficiency and effectiveness. And now TikTok, the wildly popular short-form video platform that has taken the social media world by storm, is part of that! The new addition of TikTok Seach Ads has been implemented, giving marketers the opportunity to advertise the requested product or service, through lower Cost-Per-Action and higher Conversion Rate.
TikTok Search Ads: What Marketers Need To Know

What are TikTok Search Ads? 

TikTok Search Ads advertise your product, by simply appearing at the top of the search bar in the app, whenever someone searches for a specific keyword or phrase, related to your services. To wit, your ads are shown in the organic search results with the “sponsored” indication being made. These ads can take the form of short video clips, clickable links or ad copy that users engage with when interested.

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Why should you care? 

With over 100 million active users per month in the US, TikTok Search Ads, boast an enormous user base, especially when it comes to younger audiences. Furthermore, the user’s attention can be easily captured thanks to TikTok's promotion of creativity, crafting consequently engaging and compelling content. This relevant content is evenly spread across the app with constant user behavior learning, targeting ultimately more high-intent buyers and driving more efficient conversions at a lower cost. 

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How Does it Work? 

This new way of advertising starts the moment someone searches for a term or keyword in the search bar, with the ad basically acting as a mirror to TikTok’s already feed experience. Transparency is ensured through a distinct “Sponsored” label and users can normally scroll through the ads as with normal posts. TikTok’s algorithm observes user interaction and matches therefore these search queries with future relevant ads. Ad performance tracking is enabled through TikTok Search Ads, allowing marketers to monitor clicks and optimize their content for higher engagement and ultimate campaign success.

What to consider before marketing on TikTok:

1. Ensure TikTok is a good fit for your brand 

Conducting a thorough analysis about whether your brand suits the TikTok Search Ad strategy or not, is a fundamental step. It is important to note, that not all industries suit TikTok’s logic, which is a platform with mainly entertainment purposes and unfiltered content. But at the same time, that is its selling point. Hence, if you decide to proceed with TikTok advertising, allow your marketing creativity to flow and connect with your audience at a deeper level. 

2. Understand the actual appeal of TikTok 

Gaining insights related to TikTok’s advantages, will guide you through an effective marketing campaign that is serving its purpose to the fullest extent. Namely, this social media platform focuses on short-form, user-generated content accompanied by an ambiguous and humorous approach. Marketers should embrace these characteristics in their TikTok campaigns rather than attempting to replicate more traditional advertising formats. Remember, content is king! 

3. Paid and organic work better together

Taking full advantage of the synergy between paid advertising options and organic content creation is also critical. Paid ads ensure a wider organic reach and data collection for further optimization, but user-generated content promotes customer engagement, making the latter feel at least important. It is necessary these two tactics are implemented when creating an integrated marketing campaign using TikTok’s platform, to leverage its immense potential.

4. Watch trending topics 

In order to stay up to date with the latest trends, such as the TikTok challenges that occur at a frequent rate, it would be beneficial to keep a close eye on your brand’s trending topics and also participate in them. Standing out among the competition, can be fulfilled when giving your authentic approach to these trends and spreading your brand’s message in an innovative way. 

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In conclusion, achieving success in TikTok marketing and going viral, necessitates a strong alignment between the brand and the platform, a profound comprehension of TikTok's distinctive charm, a blend of paid and organic approaches, and active involvement in current trends. When these elements are taken into account, marketers can harness the immense power of TikTok to efficiently connect with and captivate their target audience.

Alexandros Kokolis Avatar
Alexandros Kokolis
19 - 10 - 2023.
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