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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:

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  • “…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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SEO

Google Clarifies Course Structured Data Requirements

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Google Clarifies Course Structured Data Requirements

Google updated the Course structured data requirements for appearing in the Course rich results. Failure to follow the guidelines may result in not qualifying for the rich result.

While the added requirement is not new, it was previously missing from the Course structured data requirements page.

Course Structured Data

The Schema structured data for courses is what schools use to appear in the associated rich results, which can appear as a carousel.

The official Schema.org website defines the Course structured data as:

“A description of an educational course which may be offered as distinct instances at which take place at different times or take place at different locations, or be offered through different media or modes of study.

An educational course is a sequence of one or more educational events and/or creative works which aims to build knowledge, competence or ability of learners.”

As long as schools follow the Google Search Central structured data guidelines and requirements for the Course structured data, students can find courses they’re looking for in the rich results triggered by educational course search queries, and everyone wins.

Unfortunately, the Course structured data guidelines were incomplete because they were missing an essential requirement.

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Google Clarifies How to Be Eligible for Rich Results

The change to the Course structured data was to add a requirement missing from the guidelines.

The change is described in a Google changelog:

“Clarified that you must add three courses to be eligible for the Course rich result. This is not a new requirement; it was previously only documented in the Carousel documentation.”

Google added additional sentences to the section of the Course structured data guidelines that is titled Technical Guidelines.

The new wording that was added is:

“You must mark up at least three courses. The courses can be on separate detail pages, or in an all-in-one page.

You must add Carousel markup to either a summary page or an all-in-one page.”

Previous to this clarification, developers and SEOs who followed the Course guidelines would not have known about this requirement unless they had looked at the Carousel structured data requirements.

All schools that failed to mark up three courses and add Carousel markup will not qualify for the Course rich results.

Additional Changes to Structured Data Guidelines

Previous to Google’s clarification of the Course structured data requirements, the word “carousel” appeared only two times.

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After the change, the word “carousel” appears six times in the new documentation.

The Carousel structured data requirements were important all along, but the previous documentation did not communicate that importance to the search community.

Check Your Structured Data

If the Course structured data has failed in the past to result in a rich result, it may be helpful to review the current structured data that’s on the pages to ensure that there are at least three courses marked up and that the Carousel markup is also used.


Citations

Read the Updated Course Structured Data Guidelines

Use Schema for Course Carousel

View an Archive of the Previous Guidelines

Archive.org Snapshot of Google Course Structured Data Guidelines

Image by Shutterstock/Maxim Gutsal

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