After growing its Search offering over the past few years to rival Google, TikTok is now going even farther in its pursuit of its search objectives by allowing marketers to target its search results page.

On Tuesday, TikTok said that it is introducing a new keyword-based search solution called the "TikTok Search Ads Campaign," which would allow companies to show up in search results.

Although advertisements are already present on TikTok's search results page, marketers will now have complete control over how their material displays on the page. Considering the impact TikTok has on users' purchasing habits, it makes sense for the firm to provide brands with an avenue to connect with customers while they are actively looking for something. 

The debut presents a challenge to Google's search advertising business, particularly in light of the company's admission that younger people are using social media apps like Instagram and TikTok instead of Google for their queries. 

TikTok's own data indicates that an increasing percentage of users are utilizing the app as a search engine. In particular, 23% of users search for anything within 30 seconds of opening the app, and 57% of users use the search tool. 

According to TikTok, companies will be able to connect with users during their active content exploration and targeted search periods thanks to this new feature. To get the most out of their advertisements, brands will be able to match them to the various search habits of TikTok users.  

TikTok ads conducted tests and discovered that advertisers who run Search Ads in addition to In-Feed Ads saw an average 20% increase in conversions. Additionally, the business discovered that Search Ads are more likely to result in a conversion than In-Feed Ads, since 18% of people who view an In-Feed Ad but choose not to interact with it ultimately do so after viewing the matching Search Ad. 

In addition to testing in other markets, TikTok's Search Ads Campaign is currently accessible in the US.