At its World Summit, TikTok unveiled new ad products aimed at performance advertisers, coinciding with a looming potential U.S. ban that could impact its 170 million American users. One key feature is the new Search Ads Center within Ads Manager, designed to help brands optimize their campaigns by suggesting keywords and offering creative previews. This initiative reflects a shift in user search behavior, as one in four TikTok users begin searching within 30 seconds of opening the app. Additionally, TikTok launched Market Scope, a visual dashboard tracing user buying stages, and Brand Consideration Ads, focusing on the consideration phase for marketers. The platform is enhancing its AI investments through Smart+, which automates media buying and links to Symphony for AI-driven content creation. This will assist brands in generating shoppable ads using diverse product feeds, significantly improving e-commerce opportunities.
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TikTok Unveils AI-Powered Features to Attract Marketers Amid Possible Ban
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