The Remedy | TikTok $earch Ads
Lafayette American
AdAge Small Agency of the Year, Midwest Silver '24 🦂🌹 Where ambition meets ambition
💊 CM Rx: TikTok has made a significant leap in the advertising world with the unveiling of its Search Ads Campaign tool on September 24th. This new feature gives advertisers the ability to align their ads with the specific search queries of users, turning user intent into potential revenue.
It's a unique approach, as marketers on other social platforms often have the ability to hand-pick keywords for their ads. This latest development from TikTok provides marketers with greater control over how their ads appear in search results. An added bonus is the capacity to target both web traffic and conversations, enabling a more precise tuning of campaigns for reach and performance.
TikTok's journey in refining its search function has been long, but the outcome is impressive. Based on TikTok's own data, two-thirds of discoveries on the platform now come from active, intentional user searches, rather than passive browsing via the app's FYP. Despite these advancements, it's important to note that TikTok's search ad revenue still pales in comparison to Google's, and it may remain so.
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🔦 Spotlight: F1
That lizard can move!
Whether it's a squirrel running across a baseball diamond or a raccoon dodging getting scooped up on a football field, we've seen Intrusions from furry friends during sporting events is something we're accustomed to.
In the fast-paced realm of Formula 1 racing, an event occurred that diverted everyone's attention from the cars to an unexpected star. During the final practice session on the Marina Bay Street Circuit for the Singapore Grand Prix, a brave little lizard boldly dashed across the racetrack. Unaware of the speeding race cars, it became an instant sensation. A red flag was issued, ensuring the safety of the daring lizard and the drivers.
The incident underlines the captivating unpredictability that live events often hold. It could have resulted in a catastrophe, perhaps causing injuries or even flattening the lizard like a pancake. Fortunately, such an unfortunate outcome was averted. F1 warmly welcomed this unexpected disruption, sharing the unique incident across their social channels. On X, they mentioned how this was the "weirdest red flag ever", they made compilations of the "lizard coverage" for Instagram, and by far my favorite post was their TikTok of putting the speedometer on the video of the lizard running down the track. Which Gieco commented on, making it even more special. 🦎
The Remedy is crafted and curated by Lafayette Americans Senior Social Strategist, Caite Marchione. 🦂🌹