TikTok added two new reporting metrics and a keyword tool upgrade to Search Ads Campaigns, announced in its Q4 2026 product preview on October 30. Advertisers can now see how much of the available search traffic their keywords win, and they can add ready-made keyword packs instead of building lists by hand. Search Engine Journal covered the update on November 2.

What’s new

  • Impression Share: the percentage of eligible search result impressions your ads captured. TikTok shows it at the campaign, advertiser and keyword levels in Ads Manager.
  • Top 1 Impression Share: the same idea for the first ad position on the search results page.
  • Keyword Packs: the Keyword Suggestion Tool can now recommend curated packs of brand and category keywords. TikTok says the suggestions refresh daily and show search volume, cost per click and competition.

TikTok’s post doesn’t say which markets get the features first or whether they’re in beta. Search Engine Journal notes that availability can vary by account and rollout stage, so some advertisers won’t see them yet.

Who it affects

Businesses already running TikTok Search Ads, and anyone who has held off because the reporting felt thin. Impression share is the number Google Ads users check first when deciding whether a keyword is limited by budget or by bids. Until now, TikTok search advertisers had to guess at that. We’d expect retail, beauty, food and local service brands with a young audience to get the most out of it.

Our take

This is a reporting upgrade, and that’s useful in its own right. If you run Search Ads, open the keyword report this week and sort by Impression Share. A keyword with good returns and a low share is the first place to test a higher bid or budget. Treat Keyword Packs as a starting list, then cut anything that doesn’t match what you sell before it spends money. Check whether a brand pack includes other companies’ names before you add it. Search ads only pay off when the video behind them answers the search, and that is what our short-form video team builds for.

Want help setting up or auditing TikTok search campaigns? Our social media advertising and PPC management teams run them alongside Google and Meta.