Can TikTok make an impact on search advertising?

A new competitor for Google and Microsoft has entered the search ad market.

TikTok is currently preparing to launch its own search ads platform that allows advertisers to bid on specific keywords and phrases related to their products or services. This was originally tested out on the platform last year, with testers saying that the feature allows users to gather search terms responsible for generating conversions and use these search terms as headlines to get the best-performing TikTok video.

However, some advertisers are currently sceptical as to whether the short-form video hosting platform has appropriate brand safety guardrails for its search ads product, with a former TikTok employee alleging in a letter last week that the companies data controls are not as strong as they should be.

Why is TikTok entering the search ad market?

Google has long been the dominant player in the search ad market. However, TikTok has been expanding its advertising space in recent years, and its user base continues to expand due to its popularity.

TikTok hopes to capitalise on this growth and provide an advertising platform that allows businesses looking to target younger audiences. With TikTok’s main usership being Generation Z and millennials, it gives businesses an easier way to target an audience sometimes missed by other advertising channels.

Why should businesses care?

If you’re a business that has a target audience of younger audiences, using TikTok’s advertising platform may enable you to more easily target this audience and get better results from your marketing.

For now, all we have to do is wait until TikTok releases it search ad platform. In the meantime, if you’re looking to grow your business online, contact with our friendly team at Engage Web. We can help you with a wide range of marketing channels, including Facebook Ads, search engine optimisation (SEO) and pay per click (PPC).

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Jonathon Roberts

Jonathon lives and breathes marketing, boasting a degree in Business Management and Marketing Management and a diverse list of experiences both professional and voluntary. Having grown up in the thick of the digital and social media age, he has been quick to dive into online marketing and search engine optimisation in his career and spare time, spanning such fields as academics, local business and sport.

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