Recently, TikTok launched a new advertising function for the American market-Search Ads Toggle. This function plays an important role in TikTok’s advertising business, helping the brand to increase its exposure and attract potential customers.
The switching function of search advertisement is not a keyword-based search advertisement in the traditional sense, but is presented in the form of information flow video advertisement. This enables brands to display video advertisements in TikTok search results pages, and accurately locate users who are searching for specific keywords, thus effectively improving the brand’s popularity.
After using the search advertisement switching function, TikTok system will automatically create advertisements suitable for the search results page according to the existing information flow advertisement content and positioning information of the merchants. These advertisements will be marked as “sponsored” content and placed according to the user’s query words. The position and display order of advertisements will be adjusted according to the relevance of advertisements and the user’s intention, so as to be displayed in different positions on the search results page.
The research data inside TikTok shows that 70% of users have actively enabled the search advertisement switching function since the new advertising function was tested last year, thus improving the conversion efficiency and reducing the conversion cost.
It is reported that some brands such as Clinique and DIBS Beauty participated in the trial of this function in the test. According to the data provided by TikTok, the conversion rate of Clinique increased by 441%, and the click-through rate increased by 51%. In addition, compared with non-search advertisements, the conversion volume of DIBS is increased by 8%, the conversion rate is increased by 6 times, and the cost of each conversion is also reduced by 22%.
It can be clearly seen that the search advertisement switching function launched by TikTok this time has had a positive impact on improving conversion rate and reducing conversion cost. This is undoubtedly good news for those businesses that want to get higher product exposure under a smaller budget.
TikTok’s search penetration rate among users is constantly improving, which provides an opportunity for brands to establish contact with new customers. According to Material’s research report, 58% TikTok users found new brands and products on the platform, which is 1.5 times that of other platform users.
Post time: Aug-29-2023