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TikTok Search Ads Adds Brand And Category Keyword Packs via @sejournal, @MattGSouthern

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TikTok Search Ads Adds Brand And Category Keyword Packs via @sejournal, @MattGSouthern

TikTok is highlighting two impression share metrics for Search Ads and adding curated keyword packs. Here's what each does.

TikTok’s Product Preview of Q4 2026 shows two impression share metrics for Search Ads Campaigns, and TikTok is adding curated keyword groups called Keyword Packs to their Keyword Suggestion Tool.

The two share metrics are designed to measure how much of the eligible search inventory a campaign is taking advantage of, and TikTok’s guide to low shares begins by asking if the campaign has already exhausted its budget.

Impression Share: The percentage of eligible search results impressions your ads captured.

Top 1 Impression Share: The percentage of eligible first-position search results impressions your ads captured.

The Oct. 30 post describes them in auction terms, as showing “the percentage of eligible search auctions an advertiser’s keywords successfully won on the Search Results Page.” Neither page explains how TikTok counts the eligible opportunities a campaign didn’t win.

The post says the metrics are available at the campaign, advertiser, and keyword levels in TikTok Ads Manager. The help page says Ads Manager may show them for eligible Search Ads Campaign and TopSearch campaigns. TopSearch, a CPM-billed Search Ads option, places an ad in the first sponsored position for a keyword when it wins the auction.

Availability can differ depending on your account, campaign type, market, and product rollout status, as noted on the help page.

According to TikTok’s Help Page, if a campaign has a low impression share, then based upon other factors (budget, bidding, keyword coverage, creative relevance, competition level, and/or fluctuation of search volume), there could be an opportunity to capture additional eligible impressions.


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