TikTok Search Ads Drive Meaningful Purchase Lift, New Data Reveals
NEW YORK – TikTok is emerging as a powerful search platform, adn brands leveraging its Search Ads are seeing significant results, according to newly released data from TikTok itself. The platform is outperforming AI search tools in product discovery among younger audiences, and campaigns incorporating dedicated search functionality are driving significant purchase lift.
The study highlights a shift in how consumers, especially younger demographics, are utilizing social media – not just for entertainment, but as a key discovery engine. Users are actively searching for information on topics ranging from beauty and fashion to entertainment and recipes, presenting a unique opportunity for marketers.
TikTok reports activations that included dedicated search campaigns drove 2.0x higher purchase lift compared to initiatives without.For enterprise advertisers, the impact was even greater, achieving a 2.2x purchase lift versus initiatives without search campaigns. Enterprise retail advertisers experienced a 1.9x purchase lift with dedicated search campaigns,alongside higher incremental ROAS compared to non-search counterparts.
These findings suggest that integrating TikTok Search Ads into marketing strategies, particularly during peak seasons like the upcoming holidays, could be a valuable approach to capitalize on user intent and drive sales. The platform encourages marketers to test Search Ads to determine their effectiveness in capturing interest from TikTok queries.
