Recently, foreign media reported a notable shift in consumer search behavior from traditional search engines to platforms like Amazon and social media. TikTok has recognized this trend, finding that 57% of its users use the search function, and 23% initiate a search within the first 30 seconds of opening the app.

In response, TikTok has launched a new search ads service aimed at helping brands better leverage search keywords on the platform. Building on TikTok's previous search ads switch service, this new feature provides brands with enhanced control and advanced targeting options, supporting traffic and web conversion goals. It allows advertisers to optimize their ad listings for greater reach and effectiveness.

During a search, users typically start by clicking the "Search" button at the top of the "For You" page, entering keywords to find relevant results. The new ads are displayed in the search results, targeting users with specific intent.

Brands already using this ad service have reported strong performance. For instance, jewelry brand Mejuri doubled its conversion rate by placing ads in high-intent search areas, with its Return on Ad Spend (ROAS) increasing by 11% during the campaign.