After expanding its Search product to compete with Google, TikTok is elevating its ambitions by allowing advertisers to target its search results page. On Tuesday, the platform unveiled the “TikTok Search Ads Campaign,” a new keyword-based solution that enables brands to feature their content in search results.

While ads have previously appeared on TikTok’s search results page, this new initiative gives brands greater control over their visibility. Considering TikTok's significant impact on user shopping behavior, this move allows brands to connect with consumers actively searching for specific products or information.

This launch presents a direct challenge to Google’s search advertising business, especially as the tech giant acknowledges that younger users are increasingly opting for social media platforms like TikTok and Instagram for their searches instead of Google.

Research from TikTok indicates that many users view the app as a search engine, with 57% utilizing its search feature, and 23% searching within 30 seconds of opening the app.

With this new capability, TikTok asserts that brands can effectively engage users who are actively seeking content. Advertisers will be able to tailor their ads to align with the various search behaviors of TikTok users, enhancing their advertising impact.

Testing has shown that advertisers running Search Ads alongside In-Feed Ads see an average 20% increase in conversions. Additionally, Search Ads have a higher conversion potential; 18% of users who do not interact with an In-Feed Ad later engage after seeing the corresponding Search Ad.

“TikTok is a destination for discovery and a place where users come to search,” said David Kaufman, TikTok’s Global Head of Monetization Products and Solutions, in a blog post. “We are excited to offer advertisers a new way to tap into TikTok’s multifaceted search behaviors, where highly motivated users discover content both intentionally and serendipitously. This is just the beginning of our journey with ads for search, and we look forward to learning, growing, and building with our community to help advertisers unlock incremental value.”