TikTok has brought search ads to its platform, allowing brands to create them from existing campaigns.

Called Search Ads Toggle, the feature is a simple on-off switch located with the TikTok Ad Manager. When enabled, search ads are created from a brand’s existing content and appear within organic search results, both on the results page and in-stream as a user scrolls, as a typical TikTok ad would.

Search ads are targeted based on the same criteria as the in-feed version of the ad, and will be served against relevant search queries.

The feature is set to “on” by default, but can be turned off at any point before a campaign’s launch or while it is running.

Based on internal research compiled during testing conducted in July, TikTok found the 70% of ads with the Search Ads Toggle “on” had more efficient performance.

Last week, TikTok also announced it would be ending its “Storefront” integration with Shopify. The feature allowed merchants to automatically sync their Shopify catelogues with their TikTok account to facilitate purchases through content on the app. TikTok is now directing merchants to its in-house TikTok Shop ecommerce offering once Storefront is discontinued on Sept. 12.