TikTok is expanding its ad options, offering brands a new way to reach users who are searching within the app by rolling out an updated version of its Search Ads campaigns.

These search ads now support both Traffic and Web Conversion objectives, with a new feature that allows advertisers to select specific keywords for better targeting during campaign setup.

The main improvement over the existing format is that advertisers will now have greater control over ad placement.

Previously, TikTok introduced a “Search Ads Toggle” that, when enabled, allowed ads to appear in relevant search results. This update takes it a step further by refining the placement and targeting options.

The main limitation with TikTok’s previous “Search Ads Toggle” was that it was just a placement option, not a standalone ad type. Advertisers could activate it to display ads in related searches but couldn’t target specific keywords.

With the updated Search Ads, the format remains the same, but advertisers now have more control. They can choose relevant keywords, giving them more precision in targeting.

As TikTok explains:

“With Search Ads Campaign, brands have full control over how their content appears on the TikTok search results page, ensuring the right creative is served to the right users.”

While the look and placement of the ads haven't changed, this added control allows brands to align their ads more closely with user search behavior.

This is particularly significant because, according to TikTok, 57% of users utilize the search function, and 23% of users search within 30 seconds of opening the app. TikTok is increasingly becoming a platform for product discovery, and brands that combine Search Ads with In-Feed Ads typically experience a 20% increase in conversions.

As you can see in this example, TikTok’s system will also recommend keywords to target based on your entered terms.

It’s a good addition, very similar to other search campaign options in other apps, but a valuable update to TikTok’s discovery targeting.

With TikTok continuing to push itself as an e-commerce platform, and a destination for shoppers, it could become a more valuable option over time.