TikTok Introduces Brand And Category Keyword Packs
TikTok adds two impression share metrics and curated keyword groups to its Search Ads Campaigns, helping advertisers measure and improve their ad performance. These updates aim to increase eligible search inventory utilization.
Original reporting · searchenginejournal.com
Original: “TikTok Search Ads Adds Brand And Category Keyword Packs via @sejournal, @MattGSouthern”
Read “TikTok Search Ads Adds Brand And Category Keyword Packs via @sejournal, @MattGSouthern” at Search Engine Journal →
How this was written. Content Catalyst wrote this article with a language model from Search Engine Journal’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Search Engine Journal’s report
- TikTok introduces two impression share metrics to help advertisers measure their ad performance
- TikTok’s Keyword Suggestion Tool now recommends curated keyword groups called Keyword Packs
- Advertisers can use the impression share metrics and Keyword Packs to optimize their ad campaigns and improve their eligible search inventory utilization
TikTok’s Product Preview of Q4 2026 reveals two new impression share metrics for Search Ads Campaigns, according to Search Engine Journal. These metrics are designed to measure the percentage of eligible search results impressions and first-position search results impressions that ads capture. The introduction of these metrics is significant as it provides advertisers with more insights into their ad performance.
The two impression share metrics, Impression Share and Top 1 Impression Share, are available at the campaign, advertiser, and keyword levels in TikTok Ads Manager. However, availability may vary depending on the account, campaign type, market, and product rollout status. This variation in availability may affect how advertisers access and utilize these metrics.
TikTok’s help page provides guidance on how to troubleshoot low impression shares, suggesting that advertisers check their budget, bidding, keyword coverage, and creative relevance. If a campaign has exhausted its budget, increasing the budget may help capture more eligible impressions. On the other hand, if a campaign is not spending its available funds, checking the competitiveness of the bid may be necessary. These troubleshooting steps can help advertisers optimize their ad campaigns.
In addition to the impression share metrics, TikTok is introducing curated keyword groups called Keyword Packs to its Keyword Suggestion Tool. These packs are ready-made and based on brand and category keywords, allowing advertisers to utilize keyword lists backed by TikTok’s machine learning models. The pack suggestions are refreshed daily, taking into account metrics such as search volume, cost-per-click, and competition.
The introduction of Keyword Packs aims to simplify the keyword selection process for advertisers. By providing pre-curated keyword groups, TikTok is helping advertisers save time and effort in identifying relevant keywords. However, the post does not specify which markets or accounts can use Keyword Packs or how TikTok chooses the terms in a brand pack, leaving some questions unanswered.
TikTok’s suggestion tool help page will be an area to monitor for updates on market and account information. In the meantime, advertisers can check Ads Manager to see if their account includes these features within reporting for Share Metrics and when setting up keywords for the Keyword Packs. As TikTok continues to evolve its Search Ads platform, these updates are likely to have a significant impact on advertisers’ strategies and campaign performance.
The updates to TikTok’s Search Ads platform are part of the company’s efforts to improve its advertising capabilities. By providing more insights and tools to advertisers, TikTok is aiming to increase its competitiveness in the digital advertising market. As the platform continues to grow and evolve, it is likely that we will see further updates and innovations in the coming months.
Questions and answers
What do the two impression share metrics measure?
The Impression Share metric measures the percentage of eligible search results impressions that ads capture, while the Top 1 Impression Share metric measures the percentage of eligible first-position search results impressions that ads capture.
How can advertisers troubleshoot low impression shares?
Advertisers can check their budget, bidding, keyword coverage, and creative relevance to troubleshoot low impression shares, and consider increasing their budget or checking the competitiveness of their bid.
What are Keyword Packs and how do they work?
Keyword Packs are curated keyword groups based on brand and category keywords, which are recommended by TikTok’s Keyword Suggestion Tool and refreshed daily using metrics such as search volume, cost-per-click, and competition.
