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TikTok Launches Search Ads Beta For Selected Partners

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TikTok Launches Search Ads Beta For Selected Partners

There’s a new way for advertisers to reach customers on TikTok.

Though not yet announced or confirmed, it appears TikTok is quietly rolling out ads within its search results page.

In this post we’ll show you why it’s believed search ads are coming to TikTok, and what this means for your social media marketing strategy.

Examples Found In The Wild

This discovery was first reported on Twitter by David Herrmann, a Digital Media Buyer in the industry.

Herrmann posted a screenshot of the TikTok search results page; a Sponsored ad was shown in the first four results.

Image credit: Screenshot by David Herrmann, March 2022

To ensure this was not just a coincidence, we explored the TikTok search results page with a few different non-related queries:

  • Makeup tutorials
  • House cleaning tips

Both resulted in an ad showing within the first four results.

 

Additional ads are shown for popular TikTok searches.Image credit: Screenshot by author, March 2022
An ad appears in TikTok search results for makeup tutorials.Image credit: Screenshot taken by author, March 2022

What This Means For Advertisers

If search ads roll out to the general public, you’ll be able to expand your campaign targeting to specific queries. The benefits of this type of targeting include:

  • Better control over campaigns
  • More “bottom of funnel” options
  • Identify user intent and interest

When search ads are available to you, you’ll also receive reporting in the TikTok Ads Manager interface that include:

  • Search term click data
  • Conversion data from search terms

Benefits Beyond Paid Advertising

Search ad targeting unlocks a new level of benefits for marketers. On top of being able to report on search term data, it allows you to take actionable steps in your TikTok marketing. Not only for your paid campaigns, but for SEO and general content creation.

For example, Herrmann later recommends in his Twitter thread:

  • “…make a list of those search terms and start putting those as titles in your top performing TikToks to get new life out of them.”

This strategy can potentially help you rank higher and gain additional reach without the additional boost from paid advertising.

The search terms report is also beneficial from an SEO standpoint. You’ll be able to analyze data on top searched terms, which can then help direct your TikTok marketing approach.

If you see a lot of users searching “how to” in relation to your product or service, Herrmann suggests creating TikTok content that solves problems for users. It’s a great way to introduce and engage with your audience before they purchase.

The other benefit from reporting is within the conversion data. You could create new audiences from converted users to expand or exclude from your targeting in future campaigns. It’s a great remarketing play and you can then tailor content directly to that audience; perhaps with a stronger call-to-action.

Summary

TikTok seems to be just getting started with their advertising capabilities. While this search ads beta isn’t available for everyone, the best way to get started is to get in touch with a TikTok ads rep.

We’d love to hear from you. Are you part of the TikTok search beta? What have been your results so far?


Featured Image: Daniel Constante/Shutterstock




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Google’s AI Overviews Avoid Political Content, New Data Shows

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Google's AI Overviews Avoid Political Content, New Data Shows

Study reveals Google’s cautious approach to AI-generated content in sensitive search results, varying across health, finance, legal, and political topics.

  • Google shows AI Overviews for 50% of YMYL topics, with legal queries triggering them most often.
  • Health and finance AI Overviews frequently include disclaimers urging users to consult professionals.
  • Google avoids generating AI Overviews for sensitive topics like mental health, elections, and specific medications.

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Executive Director Of WordPress Resigns

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WordPress Executive Director Josepha Haden Chomphosy resigns,

Josepha Haden Chomphosy, Executive Director of the WordPress Project, officially announced her resignation, ending a nine-year tenure. This comes just two weeks after Matt Mullenweg launched a controversial campaign against a managed WordPress host, which responded by filing a federal lawsuit against him and Automattic.

She posted an upbeat notice on her personal blog, reaffirming her belief in the open source community as  positive economic force as well as the importance of strong opinions that are “loosely  held.”

She wrote:

“This week marks my last as the Executive Director of the WordPress project. My time with WordPress has transformed me, both as a leader and an advocate. There’s still more to do in our shared quest to secure a self-sustaining future of the open source project that we all love, and my belief in our global community of contributors remains unchanged.

…I still believe that open source is an idea that can transform generations. I believe in the power of a good-hearted group of people. I believe in the importance of strong opinions, loosely held. And I believe the world will always need the more equitable opportunities that well-maintained open source can provide: access to knowledge and learning, easy-to-join peer and business networks, the amplification of unheard voices, and a chance to tap into economic opportunity for those who weren’t born into it.”

Turmoil At WordPress

The resignation comes amidst the backdrop of a conflict between WordPress co-founder Matt Mullenweg and the managed WordPress web host WP Engine, which has brought unprecedented turmoil within the WordPress community, including a federal lawsuit filed by WP Engine accusing Mullenweg of attempted extortion.

Resignation News Was Leaked

The news about the resignation was leaked on October 2nd by the founder of the WordPress news site WP Tavern (now owned by Matt Mullenweg), who tweeted that he had spoken with Josepha that evening, who announced her resignation.

He posted:

“I spoke with Josepha tonight. I can confirm that she’s no longer at Automattic.

She’s working on a statement for the community. She’s in good spirits despite the turmoil.”

Screenshot Of Deleted Tweet

Josepha tweeted the following response the next day:

“Ok, this is not how I expected that news to come to y’all. I apologize that this is the first many of you heard of it. Please don’t speculate about anything.”

Rocky Period For WordPress

While her resignation was somewhat of an open secret it’s still a significant event because of recent events at WordPress, including the resignations of 8.4% of Automattic employees as a result of an offer of a generous severance package to all employees who no longer wished to work  there.

Read the official announcement:

Thank you, WordPress

Featured Image by Shutterstock/Wirestock Creators

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8% Of Automattic Employees Choose To Resign

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8% Of Automattic Employees Choose To Resign

WordPress co-founder and Automattic CEO announced today that he offered Automattic employees the chance to resign with a severance pay and a total of 8.4 percent. Mullenweg offered $30,000 or six months of salary, whichever one is higher, with a total of 159 people taking his offer.

Reactions Of Automattic Employees

Given the recent controversies created by Mullenweg, one might be tempted to view the walkout as a vote of no-confidence in Mullenweg. But that would be a mistake because some of the employees announcing their resignations either praised Mullenweg or simply announced their resignation while many others tweeted how happy they are to stay at Automattic.

One former employee tweeted that he was sad about recent developments but also praised Mullenweg and Automattic as an employer.

He shared:

“Today was my last day at Automattic. I spent the last 2 years building large scale ML and generative AI infra and products, and a lot of time on robotics at night and on weekends.

I’m going to spend the next month taking a break, getting married, and visiting family in Australia.

I have some really fun ideas of things to build that I’ve been storing up for a while. Now I get to build them. Get in touch if you’d like to build AI products together.”

Another former employee, Naoko Takano, is a 14 year employee, an organizer of WordCamp conferences in Asia, a full-time WordPress contributor and Open Source Project Manager at Automattic announced on X (formerly Twitter) that today was her last day at Automattic with no additional comment.

She tweeted:

“Today was my last day at Automattic.

I’m actively exploring new career opportunities. If you know of any positions that align with my skills and experience!”

Naoko’s role at at WordPress was working with the global WordPress community to improve contributor experiences through the Five for the Future and Mentorship programs. Five for the Future is an important WordPress program that encourages organizations to donate 5% of their resources back into WordPress. Five for the Future is one of the issues Mullenweg had against WP Engine, asserting that they didn’t donate enough back into the community.

Mullenweg himself was bittersweet to see those employees go, writing in a blog post:

“It was an emotional roller coaster of a week. The day you hire someone you aren’t expecting them to resign or be fired, you’re hoping for a long and mutually beneficial relationship. Every resignation stings a bit.

However now, I feel much lighter. I’m grateful and thankful for all the people who took the offer, and even more excited to work with those who turned down $126M to stay. As the kids say, LFG!”

Read the entire announcement on Mullenweg’s blog:

Automattic Alignment

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