TikTok revamps search ad platform by launching keyword controls

TikTok is launching more sophisticated search ads so brands can target campaigns based on keywords, and avoid keywords, the company announced on Tuesday. Since last year, TikTok has run ads in search results, but the campaigns were automated, leaving it to TikTok to choose what queries prompted what ads to appear. Now, TikTok is handing search ad controls over to the marketers.