This week, the famous short video application began beta testing for TikTok search ads in search results, allowing marketers to reach the audience utilizing the keywords they use. As you can see in the image posted by David Herrman below, TikTok search ads, which are tagged with a “Sponsored” label, appear above the other terms listed on the search results page, implying they’ll show within the first four results presented.
Your ad will pop up above the “others searched for”. Create the same ad that had highest ctr from search results with the titles that pop up here. pic.twitter.com/WKa0fttkWQ
— David Herrmann (@herrmanndigital) March 24, 2022
How can TikTok search ads be utilized?
TikTok is currently experimenting with keyword targeting, which will be available to advertisers in the future. This option will enable TikTok advertisers to target searchers looking for specific keywords, which might be a fantastic way to reach customers with higher purchase intent and interest and may compliment your overall TikTok marketing strategy.
Aside from this, TikTok will also provide advertisers with a list of the search terms that resulted in clicks on their campaigns, allowing them to further target their advertisements. You can use this information to collect a database of the most popular related searches in the app, which may help you better target and name your videos in the future to optimize your return on TikTok ads.
TikTok is still working on its full ad suite and creator revenue share system, which remains the company’s most critical vulnerability to future growth. TikTok presently offers its Creator Fund and tipping as well as a number of smaller monetization alternatives for creators. However, creators may make more money on YouTube and Instagram by using these sites’ more established, more direct monetization options.
TikTok can’t insert mid- and pre-roll clips into short video content posted on their platform. That’s why TikTok is exploring longer videos and developing new e-commerce partnerships, but if the problem becomes more serious and creators start complaining about TikTok revenue alternatives to the point that they focus on other platforms, then this may eventually become an issue of survival for TikTok if it can’t correct course.
There’s a lot of time on this, and even if it serves as a supplementary channel for creators, they will continue to post to the application. However, we expect the next major battle in establishing the whole creator economy to be exclusive content agreements between each app, which will seek to keep their top stars from uploading to TikTok.
If this cannot be accomplished as planned, then TikTok may have a significant market share or momentum reduction. This is why the platform needs more ad choices and tools to grow its own income potential while mitigating these risks.