TikTok's Search Ads Surge 40% YoY, Driving Double Purchases
TikTok, the popular social media platform known for its short-form videos, is fast becoming a go-to place for shoppers to discover new brands and products. A staggering 75% of users view it as such. The app, which launched its Search Ads Campaign in September 2022, is witnessing a surge in searches, up 40% year over year, with 86% of Gen Z users searching weekly.
TikTok's search feature is proving to be a powerful tool for brands. Established names like Yelp, Gasbuddy, Sephora, and Uber are already leveraging TikTok search advertising campaigns to promote their products or services. These campaigns are linked to user search queries, making them highly effective.
The platform's unique approach to search is driving impressive results. Search campaigns on TikTok drive twice the overall purchase lift compared to non-search efforts. Moreover, 61% of TikTok search users find the platform more inspiring than other search tools, leading to more action.
TikTok Search Ads allow brands to capture consumers' intent in real time, similar to Google Search, but with the added advantage of TikTok's engaging video content. The platform aims to redefine search as a discovery-driven, multi-intent journey.
For enterprise advertisers, search campaigns on TikTok drive 2.2x purchase lift, while for enterprise retail, they drive 1.9x purchase lift with stronger return on ad spend (ROAS) than non-search campaigns. With three in four shoppers viewing TikTok as a go-to place for discovery, brands are wise to harness the power of TikTok's search advertising campaigns.
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