TikTok announced a slew of ad products for performance advertisers, ahead of its second potential U.S. ban deadline, at its World Summit on Tuesday.
To address growing search behavior on the short-form video platform—one in four users starts searching within 30 seconds of opening the app, per TikTok—the company is launching a new Search Ads Center inside Ads Manager. The tool suggests keywords, offers creative previews, and negative keyword filtering tools to help brands plan and optimize campaigns more effectively.
“We’re in the middle of a major shift in how and where people search,” said Brian Torpey, global director, product strategy & operations, TikTok. This tool, he added, will “help brands plan smarter and drive better results.”
TikTok’s latest push to woo advertisers comes just 16 days before a possible U.S. ban, which could cut TikTok off from its 170 million American users and cost the company billions in ad revenue, according to the World Advertising Research Centre. Rivals like Meta are well-positioned to scoop up those ad dollars.
TikTok is also launching Market Scope, a visual analytics dashboard that maps where users are in their buying journey in terms of awareness, consideration, or conversion. It’s also rolling out Brand Consideration Ads, a new mid-funnel ad product that lets marketers directly optimize for the consideration phase.
Giving ecommerce and AI a boost
Last September, L’Oréal generated more than $1 million in sales during a TikTok Live stream, a core feature of ecommerce arm, TikTok Shop, the platform said.
“A big part of that transition has been actually driven by our investments in AI,” said Adolfo Fernández, global head of product strategy and operations, commerce, TikTok.
