TikTok is reportedly expanding its offerings by entering the search ads market, putting it in direct competition with Google and Microsoft. Google has long been the dominant player in this market, thanks to its massive user base and sophisticated advertising platform. TikTok’s search ads platform will allow businesses to bid on specific keywords and phrases related to their products or services, just like they would on Google. For consumers, TikTok’s entry into the search ads market could mean more relevant and targeted ads. However, it’s important to note that TikTok’s foray into the search ads market is not without risks.