Short answer
TikTok has announced impression share metrics for search ads and ready-made keyword packs in its suggestion tool. Impression share shows how much of the eligible search opportunity a campaign captured. The packs are built from brand and category terms. It is not yet clear which markets and accounts will get access, so advertisers should check Ads Manager.
Highlights
- Two new metrics show how much of eligible search impressions a campaign gets and the share of first-position impressions.
- The metrics will appear at campaign, advertiser and keyword level in TikTok Ads Manager.
- Keyword packs are refreshed daily; the markets and accounts that will get access are not specified.
2 min readAuthor: UNIT Journal EditorEditor-in-chief: Uğur Deniz İlhan
As Search Engine Journal reports, TikTok has announced two impression share metrics for Search Ads campaigns and "Keyword Packs" in its keyword suggestion tool.
What do the impression share metrics measure?
The first metric gives the percentage of eligible search result impressions your ads captured. The second calculates the same rate for first-position impressions only. TikTok will show the metrics at campaign, advertiser and keyword level. When a share looks low, the advice is to check first whether the budget is exhausted; if it is not, check whether the bid is competitive, then keyword coverage and the match between ads and landing pages.
What are keyword packs?
According to TikTok, the suggestion tool will be able to recommend ready-made packs built from brand and category terms. The packs are refreshed daily using data such as search volume, cost per click and competition. The report does not say in which markets and accounts the packs will be available, or how the terms in a brand pack are chosen.
What should advertisers in Turkey do?
Brands running or considering search ads on TikTok can do the following once these metrics appear in their accounts:
- Check in Ads Manager whether the share metrics and keyword packs are enabled for your account; availability can vary by account, campaign type and market.
- List keywords with a low share and review them in order: budget first, then bid, then keyword coverage and ad match.
- Preview the ready-made packs before adding them; compare brand terms with your own brand rules.
- Report TikTok search in the same measurement framework as Google Ads and Meta, and separate conversions by channel.
Frequently asked
- Are keyword packs available in every account?
- Unknown. TikTok's announcement does not say which markets and accounts can use the packs, so check in Ads Manager.
Sources
- Search Engine Journal ·
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