How Your Hotel Can Be Found on TikTok Search: TikTok’s New Search Ads Toggle


As TikTok continues solidifying its position as one of the most popular social media platforms globally, it's no surprise that the company is constantly innovating to provide advertisers with more effective ways to engage their audience. The addition of Search Ads promises to be a game-changer, offering businesses a unique opportunity to tap into the immense potential of TikTok's user base like never before.

We dove into the exciting world of TikTok's new Search Ads feature, exploring its potential impact on the advertising landscape, how it works, and why brands should be eager to incorporate it into their marketing strategies.

What Is TikTok?

TikTok is a social media platform that skyrocketed in popularity by offering a unique space where users share short-form video formats and engage with bite-sized, entertaining content. What sets TikTok apart is its unparalleled ability to capture users' attention through engaging, user-generated videos and creative challenges.

Why Should Hotels Use TikTok?

This platform's viral nature enables brands to tap into a massive and highly engaged global community, making it an exceptional avenue for advertising. By harnessing the power of TikTok's immersive content and innovative ad formats, businesses can reach a broad audience and foster authentic connections, driving brand awareness and pushing engagement to new heights.

For more information on getting started on TikTok, check out our [E-Book] A Crash Course To TikTok Ads.

What Is the TikTok Search Ads Toggle and How Does It Work?

TikTok has announced a new feature to their advertising offers. The new Search Ads Toggle allows a brand's ads to be shown on the search results page in the app. It utilizes the creative content from advertisers' existing In-Feed Ads, enabling them to display their ads in conjunction with organic search results that align with user queries. 

Once the Search Ad Toggle is activated, it triggers the automatic generation of ads using the advertiser's pre-existing ad content. These ads are then displayed alongside organic search results that match users' queries. Identified as "Sponsored" content, they occupy different positions on the results page, determined by factors such as relevance, user intent, and insights drawn from broader user interactions.

Why You Should Consider Using the Search Ads Toggle

The introduction of the Search Ads Toggle presents a distinctive avenue to deliver valuable, contextually appropriate information and engagements to TikTok’s user base. TikTok users frequently employ the search feature for various purposes, including discovering fresh content, rediscovering past posts, and exploring the latest trending topics and concepts. The Search Ads Toggle represents an innovative means for advertisers to contribute to and elevate this user experience.

Furthermore, its impact is quantifiable. TikTok's internal research indicates that enabling the Search Ads Toggle leads to enhanced performance for approximately 70% of ad groups, resulting in more efficient conversions originating from search ads.

How to Get Started Using the TikTok Search Ads Toggle

When setting up an In-Feed Ads campaign on the platform, navigate to the Edit section of the ad group under "select placements" (specifically the TikTok section). The Search Ads Toggle is automatically set to "on". When the toggle is set to "on," search result ads are generated automatically, utilizing the advertiser's existing In-Feed Ad content and targeting criteria. These ads are then displayed alongside organic video results, aligning with relevant user queries. Advertisers have the flexibility to activate the Search Ads Toggle either during campaign setup or while a campaign is already running. 

If needed, advertisers can opt-out by switching it "off" during campaign creation. It's important to note that activating the Search Ads Toggle midway through a campaign will not restart the learning phase for that campaign. The Search Ads Toggle also cannot be added to an existing ad group, so advertisers would need to create a new ad group or duplicate an existing ad group in order to begin using this feature.

Final Takeaways on TikTok's Search Ads Toggle 

Thanks to the Search Ads Toggle, brands have the opportunity to appear alongside content that aligns with their business, product, or service, all while delivering users a tailor-made advertising encounter.

Let the experts at GCommerce help get you started on TikTok! Connect with us today for more information!