Search Ads Campaign Objectives

Currently, Web Conversion and Traffic objectives are the only supported campaign types.

Web Conversion

The Web Conversion objective can be supported through the TikTok Pixel, an instant page (pixel-less), or the events API.

The Search Ads Campaign web conversion objective supports all the same conversion events as a standard in-feed video campaign. To help your Web Conversion Search Ad Campaign pass the learning phase, ensure adequate conversions within the first few days. Aim for over 20 conversions in the first week.

If your advertiser has multiple conversion points (e.g., page view, add to cart, view cart, purchase), start with the most upper-funnel conversion when launching the campaign.

Once the campaign is stable for about 14 days, consider moving to a lower funnel conversion event. This can be done by pausing the ad group and activating a new identical ad group with the new conversion event. Repeat this process until reaching the lowest possible conversion event that maintains spend, scale, and efficiency.

Traffic

The Traffic objective for Search Ads Campaigns is supported through click-based optimization and does not require a pixel or instant page to run.