About Search Ads Campaign Objectives

Search Ads Campaign is a TikTok ad campaign that uses keywords to help you reach audiences searching for specific terms related to your product or service. Search Ads Campaign currently supports Web Conversion and Traffic campaign objectives and Landing Page View optimization.

Learn more about Search Ads Campaign.

Web Conversion objective

The Web Conversion objective is supported through TikTok Pixel, Events API, or an instant page (without pixel). To help your web conversion Search Ad Campaign pass the learning phase, it is recommended to aim for over 20 conversions in the first week.

If you have multiple conversion points - page view, add to cart, view cart, purchase - start with the most upper-funnel conversion when you launch the campaign. Once the campaign is stable for about 14 days, consider moving to a lower funnel conversion event. You can pause the ad group and activate a new identical ad group with the new conversion event. You can repeat this process until you reach the lowest possible conversion event that maintains spend, scale, and efficiency.

Traffic objective and Landing Page View

The Traffic objective for Search Ads Campaigns is supported through click-based optimization and doesn't require a pixel or Instant Page to run.

Landing Page View (LPV) is an optimization option for Traffic campaigns on TikTok, using Cost Cap (Target CPA) with OCPM bidding. A Landing Page View is counted when someone clicks your ad and the landing page successfully loads. You can use LPV to drive high-quality traffic to your website or TikTok Instant Page. With LPV, ads are shown to people who are more likely to engage with your ad and it can minimize reporting discrepancies between TikTok Ads Manager (LPVs/clicks) and Google Analytics sessions.