About Search Ads Campaign

The Search Ads Campaign is a TikTok Ad Campaign that uses keywords to help you reach people searching for specific terms related to your product or service. You can create and manage Search Ads in the Search Results Page (SRP) in TikTok Ads Manager. The Search Ads Campaign enables you to have control over ads targeted uniquely and exclusively to the TikTok Search Results Page.

There's a dedicated campaign creation flow for creating Search Campaigns in TikTok Ads Manager. You can manage budgets, target specific keywords, and upload creative assets for each campaign. You don't need active ads in other campaigns to use the Search Ads Campaign.

Ad Format

The Search Ads Campaign supports Spark Ads and allows for multiple creatives per ad group, but only one video can be displayed (default selected). Additionally, the Search Ads Campaign now includes support for Carousel Image Ads.

Ad Open

When clicked or tapped, the Search ad adopts the regular in-feed video format, appearing within Search stream ads (inventory).

Ad Position

The exact ad position (e.g., first, second, or third position, etc.) may vary based on relevancy and feature experimentation.

Autoplay

As users scroll through the TikTok search results page, search ads can autoplay when they become visible on screen. Autoplayed ads count as both a view and an impression. For still image ads, only an impression is counted. Autoplayed ads also contribute to video views metrics (e.g., 100%, 75%, 50%, 25%), serving as both an impression and a video view.

Creative

Multiple creatives are supported within one ad group, allowing for either multiple videos or a Carousel Image Ad. The video format mirrors in-feed video campaigns, enabling you to repurpose creative from in-feed campaigns to search campaigns. It's recommended to test creatives tailored to specific keywords in each ad group. Creative selection logic follows the same principles as feed-side logic.

Ad Preview for Search Campaign

In TikTok Ads Manager, there's an Ad Preview feature for the Search Ads Campaign. This will show only TikTok search result ads. Currently, the interactive add-on for Search Ads Campaign supports only display cards and does not support stickers or other interactive add-ons.

Find out more about Search Ads Creative