TikTok Search Ads Adds Impression Share Metrics and Keyword Packs

TikTok's Q4 2026 Product Preview introduces two impression share metrics for Search Ads Campaigns and adds curated keyword groups, called Keyword Packs, to its Keyword Suggestion Tool. The company announced the changes in an Oct. 30 post on its advertising site.

The two new metrics measure how much eligible search inventory a campaign captures. TikTok's help page defines them as follows:

• 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 frames both in auction terms. The metrics show "the percentage of eligible search auctions an advertiser's keywords successfully won on the Search Results Page." Neither the post nor the help page explains how TikTok counts the eligible opportunities a campaign did not win.

Where can advertisers see the metrics?

The metrics are available at the campaign, advertiser and keyword levels in TikTok Ads Manager, according to the post. The help page says Ads Manager may show them for eligible Search Ads Campaign and TopSearch campaigns. TopSearch is a CPM-billed (cost per thousand impressions) Search Ads option that places an ad in the first sponsored position for a keyword when it wins the auction. Availability differs depending on account, campaign type, market and product rollout status, the help page notes.

What does TikTok suggest when share is low?

TikTok's troubleshooting guide starts with a blunt question: has the campaign exhausted its budget? Low impression share, the help page says, can signal an opportunity to capture additional eligible impressions depending on budget, bidding, keyword coverage, creative relevance, competition level and fluctuation of search volume.

The guidance splits into two paths:

• Full spend: increase the campaign budget to capture more eligible impressions.
• Unspent budget: check whether the bid is competitive for those keywords.

TikTok also recommends reviewing the keyword list for new additions and making sure creative and landing pages match the keywords. Notably, neither the help page nor TikTok's April Reporting Guide offers metrics for how much impression share is lost to budget versus ranking.

How do Keyword Packs work?

TikTok says its Keyword Suggestion Tool "can now recommend" Keyword Packs to advertisers, describing them as "ready-made, curated" groups based on brand and category keywords. Advertisers can preview and add packs through the existing workflow. Pack suggestions refresh daily, using metrics including search volume, cost-per-click (CPC) and competition, producing keyword lists "backed by TikTok's machine learning models," the company says.

The feature builds on earlier groundwork. Keyword suggestions within Search Ads setup launched in the U.S. in September 2024, as Brooke Osmundson reported at the time. The current help section, last revised in November 2025, references suggested keywords with monthly impression predictions and match types, but does not mention packs. TikTok also offers a separate Keyword Planner with search volume and competition data for planners building their own lists.

The Oct. 30 post does not specify which markets or accounts can use Keyword Packs, nor how TikTok selects the terms in a brand pack.

What should advertisers do now?

Where a share metric appears in an account, advertisers should open the keyword-level view and identify terms capturing only a small percentage of their eligible impressions, then apply TikTok's budget troubleshooting steps. For Keyword Packs, the preview screen is the place to review brand terms before adding them.

TikTok's suggestion tool help page, last updated in November 2025, remains the place to watch for market and account details. Until TikTok updates it, advertisers can check Ads Manager directly for the share metrics in reporting and for Keyword Packs in keyword setup.

By Elena Vasquez