According to Marketing Dive, TikTok claims nearly a quarter of users search for something within 30
seconds of opening the app. To help advertisers make the most of this habit, TikTok has updated Search Ads to include keyword targeting. Here’s what this means for you.
TikTok Delivers a Well-Defined Audience
For TikTok Search Ads and other campaign types, zip code targeting is still allowed while most other social media platforms don’t allow that type of specificity anymore. Thanks to the TikTok pixel, you can also get as granular with retargeting as showing truck-related video content to people who have previously been to your website and looked at trucks.
This hyper-personalized experience feels natural on the platform since users know the algorithm serves content based on previously expressed interests and engagement in the For You feed. On TikTok, viewers expect both organic and ad content to be catered directly to them.
TikTok is a Viable Destination for Product Awareness
From your audiences’ view, the updated Search Ads look like they always have. It’s the back end on the advertisers’ side that looks much different. Instead of just an opt-in placement within the search engine results, you can target specific keywords to better optimize where your Search Ads appear. This helps ensure your products are featured with the most relevant videos for the most engaged users.
Keywords matter in TikTok whether you’re posting organically or optimizing a campaign. Many people are starting to search on TikTok in ways we’ve historically seen done only on Google, so making sure you’re on TikTok with high-quality content that takes keywords into consideration within the on-screen text, caption, visuals, and hashtags is more important now than ever.
Utilize the New Search Program for Better Placement
Search Ads Campaigns check the relevancy between your selected ad keywords and campaign content to ensure a correlation between the two. It combines information pulled from your ad’s title, caption, audio, video clips, and on-screen text to compare against your keywords in order to ensure a high correlation. The higher the correlation, the better chance you have of being competitive within the ad auction and reaching your target audience.
TikTok Format Leads to Enhanced Involvement
Whether you’re creating an ad campaign or posting natively to the platform, the big way to win people over on TikTok is to entertain and educate. Entertain your audience by creating transparency. Introduce your employees through man-on-the-street style interviews and workplace-appropriate trends. Then, educate them on cars and how to take care of them. Highlight the top 3 tech features on a new SUV that just came in or explain what the term ‘winterization’ means and why people should make a service appointment with you for it.
Our team can assist in content ideation and creation so you have the most relevant content possible. We can also help scale your content quickly with the help of a tool called the TikTok Creative Challenge.
This unique opportunity allows you access to talented TikTok creators and you can receive 10 to 30 videos at no additional cost for use in future ad campaigns. Its content scaling made simple!
TikTok Changes for Better Perception
TikTok is much more than its stereotype of an app where Gen Z does silly dances. With a strategic plan in place, dealerships can win over a new audience by educating and entertaining them in smart, innovative ways. Contact our social team at Strong Automotive if you’re ready to take the next step towards growing your online presence.
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John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 150 professionals as owner and CEO of Strong Automotive.
