TikTok looks to turn search queries into ad dollars with keyword targeting tool

After months of will-they-won’t-they, TikTok is finally getting serious about turning user searches into ad dollars.

As of today (Sept. 24), the short-form video giant has rolled out its Search Ads Campaign tool, giving advertisers the ability to target ads based on what users are actively searching for. The goal is to turn those searches into ad dollars by matching ads with user intent, and cashing in on exactly what users want.

For now, the ads are only available in the U.S., but TikTok is eyeing a wider rollout in early 2025.

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