As of today (Sept. 24), the short-form video giant has rolled out its Search Ads Campaign tool, giving advertisers the ability to target ads based on what users are actively searching for. The goal is to turn those searches into ad dollars by matching ads with user intent, and cashing in on exactly what users want.

Long overdue. Can’t fathom why this wouldn’t have come sooner unless there was worry about impacting the search experience. Doubtful.