Chinese Douyin Store Promotion: Huge Local Promotion "Search Ads" Launched!

On Douyin, short-form videos, live streaming, and search have become the three core engines driving business growth for merchants. Among these, douyin search ads, as a newly launched product, offer businesses a more comprehensive way to enhance their operational capabilities. This powerful tool helps merchants fully leverage platform traffic to achieve diverse marketing objectives, such as increasing foot traffic to physical stores, boosting voucher sales, growing their Douyin account follower base, and driving viewership for live streams.

The operational logic of Douyin Ads search function is sophisticated. After a merchant places an ad through the巨量本地推 (Massive Local Push) platform, the system evaluates the ad against vast available inventory. It estimates click-through rate (CTR) and conversion rate (CVR) based on the merchant's bid. These factors, combined with the ad's relevance to the search query, contribute to an eCPM calculation used in the final ranking. This process ensures merchants acquire search traffic with high precision.

For local service businesses, the value of integrating Douyin search ads into their overall strategy is significant and threefold:

Firstly, this Douyin Advertising solution supports multiple marketing objectives and ad formats, allowing advertisers flexibility in expressing their campaign goals. With predictable CTR and CVR, costs are controllable, leading to a higher return on investment.

Secondly, compared to other Douyin Ads products, search ads effectively capture active search intent. This allows businesses to connect with a more precise and high-value user demographic, effectively turning product discovery ("种草" or "planting grass") into direct action.

Finally, via the search ads interface, merchants can specifically target search traffic to reach the valuable "search-and-buy" audience segment. Furthermore, they can utilize search-driven insights to inform store selection and set geographical targeting parameters, thereby attracting a broader yet highly relevant audience to both their physical locations and live streams.

To assist businesses in maximizing the potential of search ads,巨量本地推 (Massive Local Push) provides key optimization recommendations:

First, merchants need to locate the ad placement portal and select the appropriate marketing objective based on their needs.

Second, adopting a "bid-for-shallow-view-but-aim-for-deeper-engagement" strategy is advised when choosing campaign goals. Since douyin search ads match merchants with users exhibiting stronger intent, user drop-off rates are lower. Consequently, the same budget spent on search traffic can generate higher Gross Merchandise Value (GMV).

Third, utilizing the "Smart Targeting" mode is highly recommended. The system intelligently matches ads with high-conversion traffic based on user search terms, proximity to the merchant's store/city, and video/live stream content. This method often proves more efficient than manual targeting for finding the desired audience and uncovering new potential customers.

Fourth, understanding the interplay between "Bid - Daily Budget - Ad Spend" is crucial, and merchants should note the differences in how this relationship functions under manual bidding versus smart bidding models.

Lastly, flexibly setting the "Live Stream Promotion Timing" is essential to align with different objectives, whether prioritizing audience scale or conversions, at various times throughout the day.

In summary, douyin search ads represent a powerful and efficient new Douyin marketing tool. They provide businesses with a novel method to capitalize on platform traffic and achieve a wide range of marketing goals. The guidelines from巨量本地推 (Massive Local Push) further empower merchants to enhance the value derived from their advertising efforts. For brands considering their approach, partnering with an experienced China advertising agency familiar with Chinese social media marketing can be invaluable for navigating these sophisticated Douyin Ads systems.