TikTok launches TopSearch globally to give brands top-of-page search placement
TikTok launches TopSearch globally today. Early tests show advertisers using TopSearch achieve CPMs 25% lower than a leading search platform.
TopSearch places ads at the top of TikTok’s search results page through an auction-based bidding system. Advertisers can choose keywords manually or turn on automated keyword suggestions to control where their ads appear. The format allows a custom title and description, various image or video creatives, and a prominent call‑to‑action button. All other organic search results appear below the TopSearch ad, making the brand’s message the first item users encounter. TikTok says early testing showed a 25% lower CPM for TopSearch ads compared with a leading search platform. TopSearch is designed to help brands capture high‑intent moments around product launches, seasonal peaks and key cultural events. The offering supports always‑on campaigns that keep users engaged with the brand’s message over time. Its high‑visual format prioritises brand impact rather than merely generating performance clicks. Advertisers retain precision over placement through manual keyword selection or optional automated keyword suggestions. The placement guarantees that every organic result appears beneath the TopSearch ad, ensuring the brand’s message is the first thing users see. TikTok says the offering delivers unbeatable CPM value, with early tests showing a 25% reduction versus a leading search platform. The tool lets advertisers run seasonal campaigns that line up with shopping peaks and cultural moments.
What we know
TikTok TopSearch is launching globally today.
TopSearch enables reaching the #1 search position in TikTok Search Results via an auction-based solution.
Early tests show TopSearch delivers CPMs 25% lower than a leading search platform.