Native to Search Arbitrage Simplified
What is Social to Search?
Social to search arbitrage is when you purchase traffic from platforms like TikTok (through paid ads) and direct that traffic to a page displaying relevant search results. This page then showcases a few results, each linking to the websites of businesses running search engine campaigns. Essentially, every time a visitor clicks on one of these search results, the TikTok advertiser earns revenue.
These search results are typically provided by partners of major search engines like Google, Yahoo, or Bing. We’ll get into more detail about these search feed providers shortly.
This strategy, known as “traffic arbitrage,” is highly effective for conversions. Why? Because it double-qualifies each visitor—first when they click on your ad, and again when they select a specific result on your monetization page.
Why Focus on TikTok for Search Arbitrage?
Although you can buy traffic from various platforms like Meta, Google, Taboola, or Outbrain, TikTok has become a standout in the search arbitrage space. Over the past two years, TikTok's rapid growth, lower cost for traffic, smart algorithm, advanced targeting, and high engagement rates have made it a magnet for search arbitrage marketers.
Setting Up Your Search Arbitrage Campaigns
Ready to dive in? You’ll need both your TikTok ad account and your Tonic account prepared. How you set up your campaigns will determine the data flow from TikTok to Tonic and what you’ll be able to track.
There are two primary methods: direct flow and tracked flow.
Direct Flow
In a direct flow setup, the visitor goes straight from the TikTok ad to the link you provide. You’ll need to manually build the campaign link by adding the required tracking information. While this method is straightforward, it does limit your tracking capabilities. You’ll only have access to the data provided by the search feed provider, which can make optimizing your campaigns trickier.
Tracked Flow
Most marketers prefer the tracked flow, where a third-party tracker is added between TikTok and Tonic. Instead of using Tonic’s tracking URL directly, you use the tracker-generated campaign URL. There are many trackers available, but ClickFlare stands out for its direct integration with major search feed providers.
Conclusion
Social to Search arbitrage can be highly profitable if you have the right tools and setup. You’ll need to choose a reliable search feed provider, decide on the best campaign setup flow, master social ads strategies, and leverage automation tools to scale efficiently.