TikTok Search Ads Campaign Best Practices Selecting Keywords Keyword targeting is the backbone of the TikTok Search Ad Campaign. Make sure to select keywords which are both relevant to your ad copy as well as expected to have strong search intent from TikTok users. Advertisers are encouraged to have many keywords, at least 20 are recommended, as long as they're relevant to their brand and ads.
Search Ads Creative Search Ad Campaigns support two formats: carousel image ads and video ads. Carousel image ads are recommended for all ad groups, as theyʼre 45% more likely to appear in the top slot and deliver 10× higher CTR and 80% lower CPC than video. Ensure creatives align with user intent and keywords, make the first image clear, relevant, and keyword-rich. While image ads should be prioritized, including video allows for added flexibility to serve the best creative per query.
Learning Phase When initially launching a search ads campaign, it will be important to ensure a campaign receives adequate conversions within the first few days to pass the learning phase to continue to scale visibility. In this initial phase the campaign will need time to calibrate and learn before performing optimally. This calibration period is called the Learning Phase. The average expected learning phase is roughly 3 days' worth of live campaign activity or an estimated 50 conversions for Web Conversion objective.
Bidding An ad group daily budget needs to be at least 5X larger than the bid price to allow the ad group to explore. Essentially, it is recommended to start with a 201 budget to bid ratio.
Negative Keywords It is strongly encouraged for all advertisers to add negative keywords to their TikTok Search Ads Campaign both to help improve campaign performance and mitigate unwanted search traffic. To learn more about negative keywords and negative keyword match types please visit the TikTok Help Center article on the subject (link).
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