Douyin Search Ads: China’s Hottest Social and Video Search Engine

When users search for content on Douyin, they get more than just search results

In today’s world, where digital consumption thrives on short, snappy content, Douyin is shaking things up by changing how people in China discover content and how businesses dive into search marketing. While those recommended videos are a major way people find new content, users on Douyin also love to search directly. This has turned Douyin into a powerhouse social search engine.

Douyin rolled out its search feature in 2018, and since then, it’s been enhancing its game. Search ads on Douyin are now a big deal for brands and advertisers, becoming a crucial part of their marketing strategies. Let’s dive into the world of Douyin search ads, share some killer tips on creating effective search ads, and explore how to optimize them using a top-notch advertising platform.

The New Opportunity for Advertisers: Search Video Ads

Douyin’s advanced search capabilities have solidified video search engine marketing as the go-to strategy for brands in China. Advertisers can now harness the dynamic and interactive essence of Douyin’s video and livestreaming platform, stepping beyond static text-based ads to more engaging formats.

When users search for content on Douyin, they get more than just search results; they also see related video results and a “People also searched” section. These features boost visibility and potential conversion rates for search ads, making them a powerful tool for increasing brand visibility, driving user engagement, and boosting sales.

Creating Douyin Search Ads

Douyin brings together the advertising prowess of ByteDance’s suite of apps into one slick platform. Advertisers can run targeted campaigns using various ad formats, including banner ads, full-screen video ads, native in-feed ads, and search ads.

Search ads on Douyin are crafted to guide users to specific products, online stores, or app download pages. Advertisers can link these ads to their on-platform assets such as promotional videos or live shopping rooms.

Douyin supports video content for search ads, in both horizontal and vertical formats. While images can be included, they need to be converted to video using the platform’s image-to-video conversion tool. This requires activating the Auto Ad Material Generation feature and providing at least three images.

Search Ads vs. In-Feed Ads

Knowing the difference between search ads and in-feed ads is key for advertisers. In-feed ads target users who are passively browsing content, aiming to inspire new needs. On the flip side, search ads target users with clear intentions, providing content that meets their specific needs and resulting in higher conversion rates.

Ad Type Search Ads In-feed Ads Information Flow Users Actively Search Users Brose Passively User Intent Defined Undefined Primary Focus Meeting User Needs Creating New Desires Relevance Requirement High Variable Monetization Effectiveness High Variable

Delivering Search Ads

Douyin offers several methods for delivering search ads, including Search Ads Package Delivery, Direct Delivery, and Quick Delivery.

• Search Ads Package Delivery: This method focuses on cost stability, automating the ad delivery process to stabilize costs and boost traffic. It’s perfect for first-time advertisers aiming for app downloads and lead generation.

• Direct Delivery: Provides more customizable options, allowing advertisers to tweak delivery settings and optimize performance. This method suits experienced advertisers with resources to create and manage independent ad sets.

• Quick Delivery: Simplifies the process by focusing on keyword settings, making it ideal for novice advertisers or those with limited resources.

Optimizing Search Ads

Once you launch your ad campaigns, managing the learning and post-learning periods is crucial. The learning period lasts 2-3 days, during which the ad delivery algorithm gathers data. The post-learning period should run for at least three days with a minimum of 10 conversions before further optimizations.

Learning Period Optimization

• Avoid frequent adjustments: Limit price adjustments to twice a day to let the model adapt.

• Regular checks: Monitor ad sets and turn off low-performing ones to cut costs.

• Update regularly: Create multiple ad sets initially, then refine keywords and creatives based on performance.

Post-Learning Period Optimization

• Address drops in ad spend: Compare current performance with the learning period and make necessary tweaks.

• Manage ad sets: Copy and deliver well-performing ad sets, and create new ones to replace poorly performing ones.

• Control cost overruns: For ad sets with minimal conversions, use focused keywords to stabilize spending.

Embracing the Future of Search Engine Evolution

Douyin’s success in blending search functionality with a video-first approach marks a major shift in the search engine landscape. This evolution offers fresh, engaging ways for businesses to connect with consumers, making Douyin a must-have platform for digital marketing in China.

Stay tuned to our resources for the latest trends and insights on Douyin and digital marketing strategies in China. For specific inquiries and marketing advice, hit us up through our Contact Us form.