TikTok Search Ads Are Adopting Keyword Controls Familiar From Search Advertising
TLDR
TikTok's search ads now carry match types, negative keywords, keyword bids and impression share, which paid search teams can partly transfer from other search platforms.
TikTok's search ads include match types, negative keywords, keyword bids and impression share, and Search Engine Journal breaks down which of these practices carry over for paid search teams and which do not. The piece is aimed at advertisers deciding how far their existing search workflows apply on TikTok.
How we got here: earlier coverage
- Nov 4Reddit is testing ads in its own search results with select advertisers, matching them to search queries
Reddit is testing ads in its own search results with select advertisers, and the ads may be matched to what users search for.
- Nov 2TikTok Adds Curated Brand and Category Keyword Packs to Search Ads
TikTok is adding curated brand and category keyword packs to Search Ads and highlighting two impression share metrics.
- Oct 26TikTok's Top View and Pulse Premiere offer premium placement during peak viewing events
TikTok's Top View and Pulse Premiere ad options provide premium placement during peak viewing events.
- Oct 5TikTok launches global ad network to let marketers reach audiences beyond the platform
TikTok rebranded its Pangle ad network as TikTok Ad Network and opened it to U.S. advertisers, letting them extend campaigns across roughly 400,000 apps worldwide.