TikTok is giving Search Ads buyers two impression share metrics and a new set of ready-made keyword groups, according to its Q4 2026 product preview, which Search Engine Journal covered on Monday, November 2.
Impression Share and Top 1 Impression Share show how many eligible search impressions, and how many eligible first-position impressions, a campaign captured. TikTok’s help pages say Ads Manager can break the figures out per campaign, per advertiser, or per keyword, and that availability varies by account, market, and campaign type.
Keyword Packs are brand and category keyword sets that TikTok’s suggestion tool now surfaces to advertisers. TikTok says the suggestions refresh daily using search volume, cost-per-click, and competition.
The gaps matter for planning. The sources never define how TikTok tallies eligible opportunities, and neither offers lost-share figures split by budget or rank, so a low number will not say which lever to pull. TikTok also has not named the markets that get Keyword Packs or how brand pack terms are chosen.
Teams running TikTok search should check Ads Manager for the new columns, then audit any brand pack before adding it to a live campaign.
Search Engine Journal, reporting by Matt G. Southern on TikTok’s Q4 2026 product preview and help pages, published November 2, 2026.
