TikTok Introduces the Search Ads Toggle

TikTok

TikTok introduced the Search Ads Toggle, a new feature that auto-generates ads to be displayed within search results by leveraging existing ad content. These ads come with a "sponsored" label and are served to users based on relevance.

TikTok

The toggle is activated by default, but advertisers have the option to toggle it on or off both during the post-creation process and in the middle of an ongoing campaign.

Why it Matters: The feature streamlines and optimizes advertising on TikTok, allowing brands to run Search Ads alongside their regular in-feed ads.

The functionality is especially useful for targeting Gen Z, who increasingly use social media platforms in a manner similar to traditional search engines like Google. As users actively search for specific content or products, Search Ads enable advertisers to engage these high-intent audiences more effectively.

Both TikTok and Instagram, which recently announced Ads in Search, have been expanding their advertising capabilities to compete more directly with Google.