How to run search ads on Chinese Douyin? What should be noted when running Chinese Douyin search ads?

In the future, advertisers will find that a dual-engine approach combining "feed + search" is key to reducing long-term costs and improving ROI. However, when launching Douyin search ads, it’s important not to simply replicate existing ad creatives in search campaigns. While this may be convenient, it fails to maximize the potential of search advertising. Here are several essential factors to consider when planning your search advertising strategy:

1. Audience targeting is critical in search advertising

In search scenarios, keywords directly reflect users’ intent and potential audience segments. Therefore, keywords form the core of audience targeting. Effectively leveraging keywords to address different user attributes, decision-making stages, and needs—while developing refined ad plans and creative strategies—is an efficient way to reduce costs and drive incremental value through search advertising within the broader marketing ecosystem.

2. Improve operational efficiency with smart tools

In addition to standard keyword bidding, advertisers can make full use of e-commerce search tools, which are highly practical for businesses at different growth stages. For example, Douyin offers e-commerce search advertising tools suited to various merchant needs.

New merchants can try tools like "New Customer Worry-Free Ads," which provide one-click campaign setup without complicated operations. It also offers seven-day traffic support and no-order subsidies, helping to quickly achieve conversions and product testing. For merchants experiencing sales plateaus, product card promotions are a channel worth exploring.

3. Refined audience operations

In search advertising, keywords equal audience targeting. In e-commerce contexts, users are at different decision-making stages before purchasing and search for keywords that reflect varying intents and user profiles. Advertisers should implement granular audience management by selecting keywords tailored to different decision-making phases, improving ad relevance and conversion rates.

4. Develop a sound overall structure strategy

Choosing the right framework for your Douyin Advertising campaigns is essential. The platform provides a stable, hands-off投放 approach, as well as conventional methods involving keyword selection, audience targeting, and creative customization. Advertisers should choose the approach that best fits their goals to improve efficiency and maintain precision.

Precise planning and intelligent use of search tools are crucial strategies for the future of search advertising. By combining accurate keyword targeting, smart tool utilization, and refined audience operations, advertisers can more efficiently achieve their advertising objectives and realize sustained cost reduction and performance improvement.