Match types, negatives, keyword bids, and impression share – here's what carries over from Google Ads for a paid search team and what doesn't.

In TikTok’s Oct. 30 Q4 product preview, two impression share metrics and a set of ready-to-use keyword packs were given to Search Ads advertisers. I wrote about this preview on Nov. 2. The quick version is that a help page defined those metrics back in September, and the packs are a new addition to the Keyword Suggestion Tool.

The long version is what a paid search manager sees when they open the campaign type for the very first time. A paid search manager has seen match type names, negative keyword lists and the search terms report before as part of Google Ads management. Match type reporting will depend on the campaign objective. Bidding by keyword needs the Traffic objective (along with a Cost Cap bid).

In each of these areas, for that manager, it becomes an issue of whether they can continue using some old habits they’ve developed, or if they need to change how they’re setting up their account and creating their reports. Each of these areas is addressed in TikTok’s help center.

Search advertising on TikTok has evolved sequentially during a four year period with the help center separating each addition. Brooke Osmundson reported that TikTok ran a search ads beta with select partner accounts in March 2022. The Search Ads Toggle was then made available to users in 2023. This is currently referred to as Automatic Search Placement , which extends in-feed ads into search result pages.

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