Introducing TikTok Search Ads: A Game Changer for Sports Teams to Connect with Fans and Beyond
10/9/2024
How TikTok Search Ads Can Help Your Team
TikTok’s Search Ads provide a dynamic way for sports teams to reach not only their core fan base but also new audiences who are actively looking for entertainment options. Whether they’re searching for game highlights, player updates, or just exploring fun date night ideas, Search Ads give sports teams the ability to place relevant content in front of users in real time, when they’re most engaged.
How TikTok Search Campaigns Work
TikTok Search Ads are simple, yet incredibly effective. Here’s how they work in a few easy steps:
1. Search Query Targeting: When users search for something on TikTok—whether it’s “best highlights,” “game schedules,” or even “date night ideas”—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 ad will appear as one of the top results when someone searches for specific keywords that are relevant to your team or event. For example, if a fan is searching for “upcoming games,” your ad promoting tickets for your next home game could be one of the first results they see.
3. Engaging the Right Audience: TikTok Search Ads allow you to specifically 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 the content that relates to your team—whether it’s sports news, player highlights, or even local events.
4. Driving Action: Once the user clicks on your ad, they’ll be directed to the destination of your choice, such as your ticket sales page. This streamlines the buying process, taking fans from interest to action in just a few clicks.
TikTok Search Ads work seamlessly by placing your team’s ticket offers in front of people who are already actively searching for something related to your brand. By connecting with users in their moment of intent, sports teams can more effectively drive conversions and sell tickets.
Expanding Beyond Traditional Sports Audiences
At FanIQ, we don’t just focus on sports fans—we also target lifestyle-driven audiences like Nightlife Enthusiasts, Beauty Mavens, and Family-Focused individuals. TikTok Search Ads allow sports teams to reach these broader demographics, connecting with people who might not be die-hard sports fans but are still interested in live events, experiences, and social gatherings.
Here’s how FanIQ can help teams tap into new fan bases:
Date Night Seekers: People often turn to TikTok for fun date night ideas or weekend plans. With TikTok Search Ads, sports teams can target these searches in their DMA (Designated Market Area), offering tickets as the perfect date night option—complete with pre-game dinner recommendations or VIP experiences.
Food and Drink Explorers: Fans and new audiences alike are drawn to TikTok’s food and drink content, often searching for the best places to eat or grab a drink near the stadium. By appearing in these searches, sports teams can package a full game-day experience, including tickets and local food spots, attracting people looking for an exciting outing.
Family Entertainment: Family-focused users on TikTok are frequently searching for fun and safe activities to do with their kids. Search Ads allow teams to target families, promoting family-friendly games or special packages that make attending a live sporting event an easy choice for a weekend activity.
Reaching Sports Fans with High Intent
While lifestyle audiences are valuable, TikTok Search Ads also excel at reaching sports fans with high intent—those already searching for game highlights, schedules, and player updates. These fans are actively engaging with content about your team, and Search Ads offer the perfect way to capture them in moments of excitement.
Game Day Excitement: Fans searching for game recaps or upcoming matchups can be served ticket offers at the peak of their excitement. Whether it's the day of the game or immediately after a thrilling win, targeting high-intent fans ensures your ads reach those most likely to make a purchase.
Player News and Updates: TikTok users frequently search for player news or injury reports. By targeting these searches, you can capture fans who are invested in specific players, encouraging them to attend the next game to support their favorite athletes.
Playoff and Special Event Hype: As teams approach playoff season or host special events, searches for game information increase. 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 who are already invested in your team. By aligning TikTok Search Ads with fan 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 launch a TikTok Search Ads campaign to find both new fans and high-intent sports enthusiasts:
Audience Identification: We research and identify lifestyle audiences in your DMA who are searching for date night ideas, food content, or family-friendly activities, as well as high-intent sports fans searching for game details and player updates.
Compelling Creative: Our team crafts video ads that appeal to both lifestyle audiences and core fans, showcasing your games as a fun event, whether it’s a date night, family outing, or the perfect chance to catch the next big game.
Search Ads Setup: We target relevant search terms for both audiences, including lifestyle phrases like “best date night ideas” and high-intent sports terms like “game highlights” or “next home game.” This ensures your ads reach people when they’re most likely to engage.
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.
