TikTok Data Shows the Opportunity of Its Search Ads

Core Insights - TikTok has introduced Search Ads in 2023, allowing brands to display ads within relevant search queries in the app [1] - TikTok users conduct billions of searches daily, with total searches increasing by 40% year over year, presenting significant promotional opportunities [2] - Research from WARC indicates that TikTok search is becoming a key tool for product discovery, rivaling traditional Google search among younger consumers [3] User Behavior and Trends - A study of over 1,000 U.S. consumers shows that TikTok search is highly valued for discovery, especially among younger audiences [3] - Younger users are searching for categories like beauty, fashion, entertainment, and recipes, indicating diverse marketing opportunities [4] - TikTok serves as a primary source for users seeking information, highlighting the potential effectiveness of Search Ads [4] Performance Metrics - TikTok's dedicated search campaigns have shown a 2.0x higher purchase lift compared to campaigns without search initiatives [6] - For enterprise advertisers, the purchase lift from TikTok search campaigns is even greater at 2.2x [6] - In the enterprise retail sector, dedicated search campaigns achieved a 1.9x purchase lift and higher incremental ROAS compared to non-search campaigns [6]