Why are your Google ads showing up on TikTok?
Posted: Wed Jan 15, 2025 6:08 am
Providing a text-based transcript of your episode will not only make your content accessible to more Internet users, including people with hearing impairments, but it will also help Google better understand your content and rank it based on the right search intent. So, even if Google is able to detect the words spoken in an audio file to rank it better, don't hesitate to turn your podcast into a blog post!
Beyond the technical aspects, it is necessary to apply the other classic rules of SEO, taking into account link building and distribution on social networks. With a little luck, but above all a lot of diligence, you may even manage to get onto Google Podcast . The Podcast platform developed by Google is becoming an increasingly important element of the digital landscape. And since Google is the only one who decides who enters the platform, optimizing your episodes well will undoubtedly be the key to being well positioned on it.Over the past few weeks, Google and TikTok have been conducting a global test, in the utmost discretion. As a result, you may have seen Google Ads search results appear in TikTok's search engine. Here's an example of a TikTok search shared on X:
Google Search on Tiktok
In what context are your campaigns displayed on TikTok?
As an advertiser, your ads will appear on TikTok if your Search campaigns el salvador leads have the “Include Google Search Partners” option enabled.
Search Partners in Google Ads
For a few weeks now, if this option is checked, your ads will be displayed directly in the TikTok search engine, in the middle of the videos.
It also appears that PerformanceMax and Display campaigns may be affected.
Although it may seem surprising and unexpected, this is actually a test within the framework of a possible collaboration between the two platforms. For now, there has been no communication from Google, so many advertisers were surprised to see the performance of certain campaigns change, without understanding why. This conversation on Reddit illustrates the incomprehension and questioning of some of those affected by this test.
Here are two signs that your ads are being affected by this test:
The share of impressions on partner search engines is skyrocketing (for some clients, the share has risen from 10% to 60%).
Conversions skyrocket, but lead quality severely degrades, or even completely deviates from the target.
To date, no information has been made public on how or in what context the ads were distributed, whether or not the campaign parameters were respected, the sectors affected or the duration of the test.
Why this rapprochement between Google and TikTok?
The way the younger generation seeks and consumes information is largely centered on social media. A study by Tinuiti analyzes the evolution of consumption patterns from Generation A to Generation Z, and the results are clear: social media is taking over, particularly TikTok. An interesting analysis of Generation Z's relationship with advertising also reveals that TikTok is the most downloaded social app in the world (656 million in 2021 and will remain so in 2024) and that it has become the most visited website in the world, relegating Google to 2nd place. In Spain, TikTok is the most used social network by minors . Another interesting fact is that TikTok has also surpassed YouTube in terms of consumer spending.
Beyond the technical aspects, it is necessary to apply the other classic rules of SEO, taking into account link building and distribution on social networks. With a little luck, but above all a lot of diligence, you may even manage to get onto Google Podcast . The Podcast platform developed by Google is becoming an increasingly important element of the digital landscape. And since Google is the only one who decides who enters the platform, optimizing your episodes well will undoubtedly be the key to being well positioned on it.Over the past few weeks, Google and TikTok have been conducting a global test, in the utmost discretion. As a result, you may have seen Google Ads search results appear in TikTok's search engine. Here's an example of a TikTok search shared on X:
Google Search on Tiktok
In what context are your campaigns displayed on TikTok?
As an advertiser, your ads will appear on TikTok if your Search campaigns el salvador leads have the “Include Google Search Partners” option enabled.
Search Partners in Google Ads
For a few weeks now, if this option is checked, your ads will be displayed directly in the TikTok search engine, in the middle of the videos.
It also appears that PerformanceMax and Display campaigns may be affected.
Although it may seem surprising and unexpected, this is actually a test within the framework of a possible collaboration between the two platforms. For now, there has been no communication from Google, so many advertisers were surprised to see the performance of certain campaigns change, without understanding why. This conversation on Reddit illustrates the incomprehension and questioning of some of those affected by this test.
Here are two signs that your ads are being affected by this test:
The share of impressions on partner search engines is skyrocketing (for some clients, the share has risen from 10% to 60%).
Conversions skyrocket, but lead quality severely degrades, or even completely deviates from the target.
To date, no information has been made public on how or in what context the ads were distributed, whether or not the campaign parameters were respected, the sectors affected or the duration of the test.
Why this rapprochement between Google and TikTok?
The way the younger generation seeks and consumes information is largely centered on social media. A study by Tinuiti analyzes the evolution of consumption patterns from Generation A to Generation Z, and the results are clear: social media is taking over, particularly TikTok. An interesting analysis of Generation Z's relationship with advertising also reveals that TikTok is the most downloaded social app in the world (656 million in 2021 and will remain so in 2024) and that it has become the most visited website in the world, relegating Google to 2nd place. In Spain, TikTok is the most used social network by minors . Another interesting fact is that TikTok has also surpassed YouTube in terms of consumer spending.