TikTok Search Ads One Pager

TikTokSearch AdsCampaign

BestPractices

SelectingKeywords

KeywordtargetingisthebackboneoftheTikTokSearchAdCampaign. Makesuretoselectkeywordswhicharebothrelevanttoyouradcopyas wellasexpectedtohavestrongsearchintentfromTikTokusers.Advertisers areencouragedtohavemanykeywords,atleast20arerecommended,as longasthey'rerelevanttotheirbrandandads.

SearchAdCampaignssupporttwoformats:carouselimageadsandvideo ads.Carouselimageadsarerecommendedforalladgroups,astheyʼre 45%morelikelytoappearinthetopslotanddeliver10×higherCTRand 80%lowerCPCthanvideo.Ensurecreativesalignwithuserintentand keywords,makethefirstimageclear,relevant,andkeyword-rich.While imageadsshouldbeprioritized,includingvideoallowsforaddedflexibility toservethebestcreativeperquery.

LearningPhase

Wheninitiallylaunchingasearchadscampaign,itwillbeimportanttoensure acampaignreceivesadequateconversionswithinthefirstfewdaystopass thelearningphasetocontinuetoscalevisibility.Inthisinitialphasethe campaignwillneedtimetocalibrateandlearnbeforeperformingoptimally. ThiscalibrationperiodiscalledtheLearningPhase.Theaverageexpected learningphaseisroughly3days'worthoflivecampaignactivityoran estimated50conversionsforWebConversionobjective.

NegativeKeywords

Bidding

Anadgroupdailybudgetneedstobeatleast5Xlargerthanthe bidpricetoallowtheadgrouptoexplore.Essentially,itis recommendedtostartwitha201budgettobidratio.

Itisstronglyencouragedforalladvertiserstoaddnegativekeywords totheirTikTokSearchAdsCampaignbothtohelpimprovecampaign performanceandmitigateunwantedsearchtraffic.Tolearnmore aboutnegativekeywordsandnegativekeywordmatchtypesplease visittheTikTokHelpCenterarticleonthesubject(link).

SearchAdsCreative

Frequently Asked Questions

QHowdoteamsknowwhichkeywordstoselectortarget?

AAdvertisersareencouragedtolooktotheiradsmanageraccountforinspirationwhendecidingwhich keywordstotarget.Additionally,advertisersshouldreviewtheiradcontenttoensurethekeywordsthey selecttotargetaredirectlyrelatedtoboththeiradcontentandtheirtargetaudience.

QDoestheSearchAdsCampaignhavebrandsafetycomponents?

AYes,inadditiontotheabilitytoadd10,000negativekeywordsperadgrouptheTikToksearchresultspage goesthroughanadditionalroundoforganicmoderationtoensuresearchresultsareinlinewithTikTok moderationpolicy.LearnmoreaboutnegativekeywordsattheTikTokHelpCenter

QDoestheSearchAdsCampaignsupportkeywordmatchtypes?

Yes,thesearchcampaignsupports3matchtypes;broad,phrase,andexact.Itissuggestedthat advertisersusebroadmatchwhenlaunchingnewcampaigns,thenrefiningovertimeafterpassingthrough thelearningphase

QDoestheSearchAdsCampaignsupportimageAdsorCatalog?

AYes,theTikTokSearchAdsCampaignsupportsboth.Infactimageadstendtoseestrongerresults comparedtovideoads,soit'srecommendedtoalwaysincludeimageadswithinyouradgroupsalongside videoads.Havingthediversityofadtypeswillensurethesystemhasoptionstodeliverthebestadformat foreveryrelevantsearch.

QIsthereaneedtocreateanyspecificcreativefortheSearchAdsCampaignorcanwe

AAdvertiserscanusetheirexistingTikTokvideoadcontenttofueltheTikTokSearchAdsCampaign.That said,advertisershavetheopportunitytocreatecustomcreativetomatchtocertainkeywordsandsearch categories.Bycuratingwhichcreativeispairedwithcertainadgroupsandkeywords,advertiserscanensure themostrelevantadcontentismatchingtospecificusersearches. useapre-existingadcontentfromothercampaigns?

QCankeywordsbemultiplewords(e.g.-"CoolNewSneakers")

AYes,keywordsarewordsorphrasesthatareusedtomatchyouradswiththetermspeopleare searchingfor.