About Keyword expansion for TikTok Shop ads

Note: Keyword expansion for Shop Ads is currently available to all advertisers in the US and SEA and will slowly be rolling out to advertisers in other locales.

Keyword expansion is an optional adgroup setting that lets you manually add search keywords to your placements for Product Shopping Ads and Video Shopping Ads. When you create Product Shopping Ads or Video Shopping Ads, you can use Keyword expansion to add search terms you think are likely to help people find your products in search. If someone uses one of your search terms in the TikTok app or TikTok Shop Tab, they'll be more likely to see your products and click on your video or product card.

Your Shop Ads already use information about your product to match your ads to relevant search queries, but you might know additional phrases or keywords that people might search for to find your products. If you add keywords, your ad group will consider them to match your ads with more relevant search queries.

Types of keyword matches

When you add keywords with Keyword expansion, you can choose how closely each keyword matches someone's search terms. You can choose the following match types:

• Broad match: The search terms relate to your keywords. Matches will include at least one of your keywords, synonyms or variants.

• Phrase match: The search terms contain parts or all of your keywords in any order.

• Exact match: The search exactly matches your keywords.

Note: All search keywords must be reviewed to make sure they align with our TikTok Advertising Policies. Your ads may still run if your keywords are In review. If a keyword has been rejected and you think it's a mistake, you can request a review in TikTok Ads Manager.

Learn how to use Keyword expansion for TikTok Shop ads, see reporting for Keyword expansion in TikTok Ads Manager, and learn about best practices for Keyword expansion.