This whitepaper introduces TikTok Search Ads, a groundbreaking feature enabling brands to engage users on a discovery-driven platform that increasingly rivals traditional search engines like Google. As TikTok positions itself as a hub for inspiration and exploration, particularly among Gen Z and Millennials, Search Ads offer brands a unique opportunity to reach users through immersive video content, UGC, and influencer-driven storytelling. Unlike intent-driven, transactional searches on Google, TikTok’s format fosters social proof and mid-funnel engagement, making it ideal for aspirational brand connections. 

This guide provides key insights into TikTok’s distinct search experience, covering ad formats, keyword targeting, and creative strategy to help brands effectively integrate TikTok Search Ads into their media mix.