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    Does your company already advertise on TikTok? Or do you still need an extra boost to fully convince you to use this platform for advertising? If so, you’re in the right place! From today’s article you will learn everything you need to know about the new advertising format that the TikTok Ads – TikTok Search Ads Toggle platform offers. So if you’re still considering joining the marketers who use TikTok to promote their products and services then maybe this new format will be the one that finally convinces you to take the first step! And if you are already using TikTok Ads and would simply like to increase the potential of the ads, or just test something new, stay tuned – we have prepared a lot of interesting insights for you as well.

    If you are still hesitant to create a business account and set up your first campaign on TikTok then consider that advertising through TikTok Ads can be valuable for several reasons. First, TikTok is a social media platform with a huge number of users worldwide, which means a potentially very wide audience for your ad. Second, TikTok is particularly popular among the younger age group, which can be beneficial if your business is focusing on this audience. Additionally, TikTok offers precision targeting tools, allowing you to tailor your ads to specific target groups. You can also partner with influencers on TikTok (for example, using the format of Spark Ads), who have a large number of followers and can help promote your brand. Overall, TikTok Ads is an attractive option for companies looking to reach a wide range of potential customers and leverage the platform’s creative potential to promote products or services.

    What is the Search Ads Toggle format on TikTok? 

    TikTok Search Ads Toggle is a new feature that allows advertisers to promote their products or services even more effectively on this popular social media platform. When Search Ad Toggle is enabled, ads are automatically created using the advertiser’s existing ad content and displayed for relevant user queries along with organic search results.

    What does this mean in practice? Ads that use this feature appear in search results on TikTok when users enter specific queries. These ads are clearly marked as “sponsored” content, so users easily recognize them. But importantly, they are displayed in a way that is as related as possible to the user’s query and naturally matches the content of the organic search results.

    The location of ads on the search results page is based on a variety of factors, including the relevance of the ad, the user’s intent expressed in the query, and general inferences drawn from the behavior of other users. This ensures that ads are displayed in a context that is as attractive and relevant to the user as possible, increasing the chances of an effective advertising campaign.

    TikTok Search Ads Toggle is therefore a tool that can help companies reach their target audience in a more precise and user-focused way.

    Why use Search Ads Toggle format?

    Implementing the TikTok Search Ads Toggle may prove to be a key strategy for companies and brands seeking greater success on this rapidly growing platform. Why take advantage of this format? There are several key reasons.

    First, with Search Ads Toggle, brands can expand the reach of their ad campaigns by reaching users with specific interests. These individuals are actively searching for information relevant to them, so ads displayed in response to their queries are more likely to attract attention and lead to conversions. This, in turn, translates into potentially higher engagement and, more importantly, increased revenue potential.

    According to internal research conducted by TikTok, 70% of ad groups using the Search Ads Toggle feature report higher performance and conversions from search results than when the feature is not enabled. This demonstrates the effectiveness of this tool and the potential for delivering ads that are aligned with user intent.

    Therefore, it is worth considering using TikTok Search Ads Toggle as a key element of your marketing strategy. It’s a tool that allows you to reach the right audiences at the right time and in the right context, which can translate into real business benefits.

    TikTok Search Ads Toggle is the right tool for you.

    How to use the Search Ads Toggle format?

    Using the Search Ads Toggle feature in ads on TikTok is relatively simple and can bring significant benefits to advertisers. Here’s how you can take advantage of this feature:

    Search Ads Toggle is automatically set to “on” whenever you configure an In-Feed Ads campaign. This means that when you plan to run ads in the In-Feed channel, ads in search results will be automatically activated. The ad content will be created based on the advertiser’s existing material.

    When you enable Search Ads Toggle, ads in search results will be created and displayed for relevant user queries. These ads are adjacent to the organic video results, making them more visible and more likely to attract the attention of potential customers.

    Toggle ads will be created and displayed in the search results.

    Advertisers have the option to activate or deactivate Search Ads Toggle when creating a campaign or during the course of a campaign. If you choose to deactivate this option, ads in search results will not be displayed. It is worth remembering, however, that activating or deactivating this switch while the campaign is running will not reactivate the campaign’s learning phase.


    Using Search Ads Toggle can be an effective way to reach users who are actively searching for information related to your offerings. By automatically creating ads and displaying them in search context, advertisers have the chance to increase the visibility of their content and the effectiveness of their ad campaigns on TikTok. What are you waiting for? Test the new ad format on the TikTok platform now!

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    Martyna Malepszy
    Martyna Malepszy

    She has been with Up&more since April 2021. On a day-to-day basis, she is primarily engaged in running and optimizing campaigns that encourage the installation of mobile applications, but not only.