Master TikTok Ads: UCG, Search Ads & 2026 Strategy (w/ Fiona Bradley) | S3 EP3

Episode notes

TikTok is currently the fifth largest social platform in the world, and certainly one of the fastest growing - especially amongst younger audiences. With TikTok’s exponential growth comes massive advertising opportunities. Statistics show that TikTok has more than 3.5 times the ad reach of X, with potential ad reach of almost 2 million users every month. To help marketers capitalize on this, we caught up with Fiona Bradley (Founder of FB Comms) on the Paid Media Lab podcast to get her insights on what makes TikTok advertising tick(tok), mastering UCG, and more. Timestamps: 0:00 - Coming up 0:13 - Intro 3:58 - Meta’s ‘No Ads’ subscription 6:38 - ‘AI enhanced’ Facebook ads 8:13 - Fiona’s approach to Black Friday 9:13 - What are TikTok Search Ads? 10:36 - What are GMV Max campaigns? 11:44 - The big opportunities for marketers 12:59 - Keyword targeting on TikTok 14:29 - How people search on TikTok 16:03 - Will TikTok Search overtake Google? 17:27 - Measurement & attribution in TikTok Search 18:43 - Common TikTok marketing mistakes 20:27 - Working with creators on TikTok 23:34 - Brand guideline advice for TikTok 26:34 - Does B2B / Lead Gen work on TikTok?

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