With TikTok’s new search ad toggle, agency execs see marketers accelerating organic search efforts
It’s early days for TikTok’s new search offering — a search ads toggle available via TikTok’s ads manager that was in beta until last week when it became available for all advertisers — but the ease of use as well as the discoverability focus both appeal to agency execs for their brand clients.
Search on the platform has been a bigger focus over the last year, with marketers seeking to figure out how to use changing consumer behavior when it comes to search, i.e. younger consumers using TikTok as a search engine, to their benefit. With the new search ads toggle, agency execs expect that increased interest in social search efforts on the platform will now not only focus on organic efforts but paid as well.
The new search ads toggle uses the in-feed creative advertisers are already running on the platform by serving users those ads when they search for something said ad may be relevant to, per TikTok’s blog post. The platform has not been offering incentives to advertisers to get them interested in the search ads toggle, according to agency execs, who believe the simplicity of the offering — advertisers just toggle the search ads capability on or off — makes it an easy pitch for the platform. “It’s not a heavy lift on the agency’s end,” said Rachel Santare, director of performance marketing at PGR Media.
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Source:: Digiday
