TikTok is taking advantage of its growing popularity as a search engine with Search Ads designed to seamlessly reach users searching for content on the platform. 

As the company announced this week, it is officially launching Search Ads in the U.S.. While the company has let some select brands place ads on its search results in the past, these ads were limited and more generic. The new, widely available, search ads allow for more customization and are designed to fit in organically with other search results delivered by the platform. 

How TikTok Search Ads Compare To Other Search Ads

TikTok’s Search Ads are unique from those offered by other search engines like Bing and Google in a few ways. 

The most obvious difference is that TikTok’s ads allow for videos to be included in the ads, which makes sense given that the app is largely video-centric. 

Additionally, TikTok’s Search Ads are less distinct from other non-paid content on the app which may make some ad-averse users more likely to engage with the advertisements when they may not engage with search ads on other platforms. 

As a new ad format, the goals you set with these ads are more limited. Currently, only Traffic and Web Conversion goals are available to advertisers, though these will likely fulfill the majority of advertisers needs. 

TikTok’s ads are also highly targeted, allowing you to reach your ideal audience based on traits including demographics, behaviors, and interests. 

Who Is Using TikTok Search?

Increasingly, Gen Z and some Millennials are moving away from established search engines like Google and Bing in favor of those that they feel provide more authentic and relevant results. 

Social-based search engines like TikTok are considered more community-driven and deliver products and content more tailored to users’ specific needs and interests, making them more attractive to younger users. 

What About The TikTok Ban?

While the U.S. Government formally passed legislation that would ban TikTok in the U.S. starting in January, the social app is trying to fight back. The company has asked a federal appeals court to overturn the ban, arguing that banning the app could violate the first-amendment rights of users in the U.S. 

So far, a ruling has not been delivered and it is difficult to gauge what direction the judges overseeing the case might be leaning based on their statements in court. However, the justices did seem empathetic to the fact that millions of Americans use the app to express their thoughts and feelings every day.