Tips for Search Ads Creative in TikTok Ads Manager

Search Ads are intent-based ads, where content is served against specific account queries that match your selected keywords. Search Ads play a crucial role in securing high engagement. Following best practices boosts quality scores, competitiveness in auctions, and drives clicks and conversions.

We encourage you to test creatives tailored to your specific keywords in each ad group. Creative selection logic in Search Ads is based on relevance between account queries, ad keywords, and creative content. The stronger the relationship across these elements, the more likely the ad is to win the auction.

Tips for creating ad titles for Search Ad Campaigns

• Ad titles should clearly state a benefit or value and align with the images used. Include targeted keywords in your ad's title and description to improve creative relevance and match user intent.

• Use a variety of ad titles to target different audience segments and search intents.

• Incorporate both broad and specific keywords or a mix of high-volume and long-tail keywords to maximize reach and relevance.

• Use keywords that align with the search query or problem the user is trying to solve. Highlight benefits or unique selling points.

  • "Affordable Winter Coats – Perfect for Every Style"

  • "How to Stay Warm Without Overspending | Top Winter Coats"

  • "Eco-Friendly Bags That Last a Lifetime"

  • "Travel Light: Durable, Stylish Bags You’ll Love"

• Keep titles concise and action-oriented to grab attention quickly.

  • "Upgrade Your Workspace with These Desk Hacks"

  • "Transform Your Desk: 5 Must-Have Gadgets"

• Use a casual and conversational tone in your title that encourages sharing or comments.

  • "This Mascara Will Change Your Lash Game Forever"

• Try an educational or entertainment-focused approach.

  • "Ultimate Guide to Choosing the Best Mascara for You"

• Address the audience directly or use inclusive language to make the title relatable.

  • "Your Perfect Travel Look Awaits"

  • "Find the Travel Wear That Feels 100% You"

Tips for Search Ads Creative

• Multiple creatives are supported in ad groups, and each creative supports a single video or carousel image ad. Video and image formats are the same as in-feed campaigns, so creative can be repurposed from in-feed campaigns. Regardless of campaign objective, use a diversity of creative formats to optimize performance across different behaviors and intents such as videos, carousels, and catalog product ads.

• Search Ads campaign evaluates the relationship between keywords, creative, and account queries to determine ad quality and serve priority. Every creative and keyword within an ad group has a unique score and the score is not averaged for the entire ad group. Ensure ad creatives align tightly with the ad group's keywords.

• Group keywords related to a specific product or service into one ad group. For example, if one ad group targets shoe keywords, use shoe-related creatives. If another ad group targets shirt and blouse keywords, use creatives for shirts and blouses in that group.

• Utilize TikTok Catalog to automatically advertise relevant products using comprehensive product data tied to account intent and interest.

• Ensure your landing page destination matches the visual and textual promises made in the ad creative in terms of clarity, usability, and trust.

• Video Ads are critical for brand storytelling and emotional connection. Use video ads for effective engagement and retargeting.

Tips for Carousel Image Ads

Carousel Image Ads are highly visual, intent driven, and immersive. They combine image ad formatting with keyword targeting to deliver strong performance benefits such as higher click-through rate (CTR) and lower cost per click (CPC) compared to video ads.

• Your first carousel image should feature the product, brand, or service and include text with keywords or selling points. Use eye-catching first frames in videos and high-quality first images in carousel ads to drive clicks and conversions.

• Ensure the carousel image content directly matches the account's search query or your bidding keyword. Use a text, visual, or value hook in the first few frames:

  • Text hook: Keywords shown as on-screen text or in overlays

  • Visual hook: Product or brand shown immediately and clearly

  • Value hook: Setup of a problem or value proposition early on

Thumbnails for Search Ads Creative

A well-crafted thumbnail significantly impacts ad success by boosting user engagement and overall ad effectiveness. Upload your own thumbnail image and ensure your selection has additional text that aligns with your selected ad creative to improve potential ad CTR.

Note: Ads may autoplay depending on the placement and device. In this case, having a strong first frame and thumbnail is less crucial.

You can upload a custom thumbnail or a manual thumbnail can be chosen from a selection of frames. During new ad creation, Automatic or Smart thumbnail is selected by default. The system will automatically select a different thumbnail variation from the image frames in your video based on an account's likelihood to engage with your ad.

Note: Smart Mode is automatically selected if no manual selection has been made. For Spark Ads, Smart Mode is always enabled by default since manual mode is not available when the creative video comes from your TikTok account.

Ad fatigue

Ad fatigue is significantly reduced because Search Ads align with user intent and query relevance. There is no need to refresh ads frequently as long as ads continue to perform well and remain relevant to current queries and selected keywords.

Resources

• Learn more about Search Ads Campaigns and Search Ads Campaign objectives.

• Learn how to set up a Search Ads Campaign in TikTok Ads Manager.