Unieuro
How Unieuro leveraged TikTok Search Ads to reach high-intent users and drive more efficient and high-quality traffic.
The Objective
Leading the Italian market in consumer electronics and household appliances distribution, Unieuro aimed to capture high-intent users and improve the efficiency of its TikTok strategy. The Search Ads test was carried out ahead of the holiday season, allowing Unieuro to optimize its approach and prepare for peak demand. Reaching high-intent users with Search Ads enabled Unieuro to drive higher-quality traffic and strengthen its full-funnel position.
The Solution
To target users with strong purchase intent, Unieuro launched TikTok Search Ads, adhering to the platform's best practices for optimization and set-up. The campaign targeted both branded and unbranded keywords and concentrated on essential product categories like smartphones, TVs, PCs, and home appliances. A combination of static images and product-focused videos was used to enhance relevance on the platform. The creative strategy was specifically designed for this type of campaign, with TikTok-first and highly captivating assets to maximise engagement.
The Results
By capturing users with high purchase intent at the moment of search, the campaign delivered a 3.4X higher CTR, alongside a substantial reduction in Cost per Session (-49%) and +12% ROAS uplift, confirming TikTok as a high-performing channel with a full-funnel impact. The success of the Search Ads was further enhanced by Unieuro's strategic use of creative assets, blending static images with product-focused videos to highlight key items from top categories. This combination ensured clear, recognizable ads that aligned well with user searches, making them highly actionable. As a result, there was a notable boost in efficiency and traffic quality. These outcomes demonstrated that Search Ads can effectively enhance cost efficiency while attracting high-quality traffic. By showcasing their products precisely when users were actively searching for related items, Unieuro efficiently captured high-intent demand, transforming user interest into actionable engagement and meaningful conversions.