The Search Game has Changed – #99

Listen to “Ep #99 The Search Game has Changed” on Spreaker.

TikTok’s Entry into the Search Game

TikTok, primarily known as a platform for short-form video content, has taken a step into the realm of search advertising. While TikTok was already a significant player in the social media arena, its entry into search advertising has further solidified its position as a versatile marketing platform.

TikTok’s move into search advertising involves showing ads based on users’ search behavior within the platform. This strategic shift allows businesses to reach users who are actively seeking information or products, aligning with their search queries.

Benefits and Considerations

  1. Demographic Reach

TikTok’s appeal spans various age groups, but businesses can strategically target younger demographics. By offering search result ads, TikTok broadens its advertising capabilities, potentially reaching a wider audience than ever before.

  1. Demographic Trends

An interesting study conducted in 2022 Q3 revealed that both Gen Z and non-Gen Z users were almost evenly split in their preference for obtaining information about products or brands through search engines and social media platforms. TikTok’s foray into search advertising capitalizes on this trend, offering advertisers a unique opportunity to engage their audience.

  1. Content Matching

TikTok’s search ads are generated from an advertiser’s existing in-feed ad content. This means that businesses need to run a substantial number of ads to have content that matches various search queries. The level of control over ad content may be less than desired, but it aligns with TikTok’s organic content discovery approach.

  1. AI and Search Advertising

TikTok’s search advertising represents a convergence of AI-driven content recommendations and paid advertising. The platform’s ability to serve content based on user searches demonstrates the growing role of AI in shaping the digital marketing landscape.


TikTok’s entry into the search game is a significant development that highlights the ever-changing nature of digital marketing. As the platform continues to grow and adapt, digital marketers must remain agile and open to new opportunities. TikTok’s expansion into search advertising underscores the importance of putting the end consumer first and staying attuned to emerging trends. With the right strategies and a focus on providing value to users, businesses can navigate the evolving digital marketing landscape successfully.

In the fast-paced world of digital marketing, staying informed and adaptable is key to achieving long-term success. TikTok’s latest move reminds us that innovation and audience-centric marketing will continue to drive the industry forward. As digital marketers, let’s embrace these changes, experiment, and follow the money to unlock new opportunities for our brands and clients.

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About the Author

Jennifer Denney

Jennifer Denney has been in digital marketing since 2006 and has seen a wealth of changing landscape in digital marketing. She has seen the rise and fall of many marketing tactics.  She is deeply rooted in understanding the metrics that showcase the value of certain types of digital marketing. She produces weekly live shows with Lorraine Ball, solocast with Elevated Marketing Chats, and conducts a weekly podcast called Elevated Marketing Dot Podcast.