Introducing TikTok Search Ads: A Game Changer for Sports Teams and Festivals to Connect with Fans and Beyond
10/9/2024
How TikTok Search Ads Can Help Your Team or Festival
TikTok’s Search Ads offer an exciting way for sports teams and music festivals to reach not only their core audience but also attendees actively looking for entertainment and events. Whether users are searching for game highlights, festival lineups, or the best local food spots, Search Ads give teams and festivals the ability to place content directly in front of users when they’re most engaged.
How TikTok Search Campaigns Work
TikTok Search Ads are simple, yet incredibly effective. Here’s how they work in four easy steps:
1. Search Query Targeting: When users search for something on TikTok—whether it’s “best game highlights,” “festival schedules,” or “upcoming concerts”—TikTok serves ads in the search results. These ads are displayed as part of the organic content that appears based on what the user is searching for.
2. Your Ad Placement: If you’re running a Search Ads Campaign, your video will appear as one of the top results when someone searches for specific keywords relevant to your team or event. For example, if a user searches for “upcoming music festivals” or “local games this weekend,” your ad promoting your next home game or festival could be one of the first results they see.
3. Engaging the Right Audience: TikTok Search Ads allow you to target people based on their search behavior. This means you’re not just placing ads randomly, but targeting users who are already showing interest in content related to your team or event—whether it’s sports games, festival highlights, or even local venues.
4. Driving Action: Once a user clicks on your ad, they’ll be directed to the destination of your choice, such as a ticket sales page. This streamlines the buying process, taking fans or attendees from interest to action in just a few clicks.
TikTok Search Ads work seamlessly by placing your team’s or festival’s tickets in front of people who are already searching for something relevant. By connecting with users in their moment of intent, sports teams and music festivals can more effectively drive conversions and sell tickets.
Expanding Beyond Traditional Audiences
At FanIQ, we don’t just focus on sports fans or music lovers—we also target lifestyle-driven audiences like Nightlife Enthusiasts, Beauty Mavens, and Family-Focused individuals. TikTok Search Ads allow teams and festivals to reach broader demographics, connecting with people who might not be die-hard fans of a specific sport or genre, but are still interested in live events, social experiences, and gatherings.
Here’s how FanIQ can help teams and festivals tap into new fan bases:
1. Date Night Seekers: People often turn to TikTok for fun date night ideas or weekend plans. With TikTok Search Ads, teams and festivals can target these searchers in their DMA (Designated Market Area), offering ticket packages for the perfect night out—whether it’s a game-day experience with pre-game dinner recommendations or VIP festival experiences.
2. Food and Drink Explorers: Fans and attendees alike are drawn to local food and drink content, often searching for the best places to eat or grab a drink near the stadium or venue. By appearing in these searches, teams and festivals can package a full-day experience, including tickets and local food spots, attracting people looking for an exciting outing.
3. Family Entertainment: Family-focused users on TikTok are frequently searching for safe and fun activities to do with their kids. Teams and festivals can target families, promoting family-friendly games or events that make attending a live sporting event or festival easy and enjoyable for everyone.
Reaching Fans with High Intent
While lifestyle audiences are valuable, TikTok Search Ads also excel at reaching sports fans and music lovers with high intent—those already searching for schedules, player updates, concert lineups, or festival news. These fans and attendees are already engaging with content about your team or event, and Search Ads offer the perfect way to capture them in moments of excitement.
1. Game Day or Festival Excitement: Fans or attendees searching for game recaps, upcoming matchups, or festival performances can be served ticket offers at the peak of their excitement. Whether it’s the day of the game or a highly anticipated festival, targeting high-intent searches ensures your ads reach those most likely to make a purchase.
2. Player News or Festival Lineup Updates: TikTok users frequently search for updates about teams, players, or music festival schedules. By targeting these searches, you can capture fans or attendees who are highly engaged and invested in the event.
3. Playoff and Special Event Hype: As teams approach playoff season or festivals announce special events, search activity spikes. Search Ads give you the opportunity to promote ticket sales when interest is highest, driving urgency and conversions.
At FanIQ, we specialize in connecting with these high-intent fans, ensuring your campaigns reach people already invested in your event. By aligning TikTok Search Ads with fan or attendee searches, we help you capture excitement and convert it into ticket sales.
How FanIQ Can Help With TikTok Search Campaigns
Here’s how FanIQ can help sports teams and music festivals launch a TikTok Search Ads campaign to find the right audience and maximize engagement:
1. Audience Identification: We research and identify lifestyle audiences in your DMA who are searching for date night ideas, food content, family-friendly activities, as well as high-intent fans searching for game details or festival lineups.
2. Compelling Creative: Our team crafts video ads that appeal to both lifestyle audiences and core fans, showcasing your event as a fun experience—whether it’s a game night, a music festival, or the perfect weekend outing.
3. Search Ads Setup: We target relevant search terms for both audiences, including lifestyle phrases like “best date night ideas” and high-intent terms like “game highlights” or “next home game.” This ensures your ads reach people when they’re most likely to engage.
4. Continuous Optimization: Throughout the campaign, we fine-tune ad performance to increase engagement and conversions, ensuring that your ads resonate with the right people and drive ticket sales.
