Advertising on TikTok
TikTok accounts
Managing your Business Center
TikTok E-Commerce Partner Platforms
Developers
Create a campaign
Create an ad group
Creating ads in other TikTok tools
Consideration objectives
App promotion
Lead Generation
In-feed video
In-feed interactive
Non-feed placement
Interactive enhancements
Industry ad solutions
Ad auction optimization
Creative optimization
Creative partnerships
Smart+ Campaigns
App Measurement
Offline conversions
Web measurement
Insights and reporting
Shop Ads Measurement
Billing options
Billing management
Promotions, Ad Credits and Coupons
Troubleshooting billing and payment
Advertising Policies
Privacy practices and policies
Non-feed placement
Automatic Search Placement
Search Ads Campaign
-
- About Search Ads Campaign
- Search Ads Campaign Availability
- How to set up a Search Ads Campaign in TikTok Ads Manager
- About Search Ads keywords in TikTok Ads Manager
- Search Ads Negative Keywords
- How to set up negative keywords in TikTok Ads Manager
- Search Ads Optimization
- Search Ads - Keyword Suggestion Tool
- How to Find Keywords for Search Ads
Search Ads Creative
- Search Ads Campaign Objectives
- Reporting on Search Ads Campaigns
- Search Ads Reporting and Learning Phase
- Keyword Moderation & Appeals Process
-
Messaging Ads
-
- About TikTok Messaging Ads
- How to set up TikTok Direct Messaging Ads
- How to update your TikTok Direct Message permission for TikTok Messaging Ads
- How to set up TikTok Instant Messaging Ads
- TikTok Messaging Ads: Policies
- About Messaging Partners
- How to set up the TikTok integration on Pancake
- How to create message events on TikTok Events Manager
- About the welcome message template for TikTok Direct Messaging Ads
- How to set up a welcome message template for TikTok Direct Messaging Ads
-
Global App Bundle
Pangle
-
- About Pangle
- Available ad formats for Pangle
- Available locations for Pangle ads
- Specifications for Pangle ad assets
- About Pangle intelligent image size optimization
- About Pangle traffic security system
- About the Pangle Media Transparency Report
- How to use the Pangle block list
- Available interactive customizations for Pangle
- About Retention Optimization with Pangle placement
- How to create a campaign for Retention Optimization with Pangle placement
- How to Create Dynamic Showcase Ads on Pangle Placements
- About Pangle and Tracking URLs
- Best practices for In-app Event Optimization using Pangle placement
- Best practices for iOS 14.5+ dedicated campaigns using Pangle placement
-
- Ad formats /
- Non-feed placement /
- Search Ads Campaign /
About Search Ads keywords in TikTok Ads Manager
Keywords are words or phrases used to match your ads with search terms. While keywords are useful for targeting, search terms are the words people on TikTok type in to search for content. It's important to select high-quality, relevant keywords to enhance your campaign's effectiveness by reaching your desired audience.
Availability
Keyword-level bidding is supported only within the Search Ads Campaign Traffic objective. They can only be applied at the Ad Group level. Keywords are an essential and required element when running a Search Ads Campaign, and it is recommended to have at least 20 keywords per ad group.
Note: Targeting options may vary based on the optimization goals and bidding strategy.
Negative keywords
You can use keywords to optimize performance and ensure brand safety. Negative keywords ensure that no traffic is delivered to queries that match your selected negative keywords.
Learn more about negative keywords for Search Ads.
Benefits
Keywords can be added, removed, and edited post-campaign activation.
The TikTok Keyword Suggestion Tool is available to provide suggestions and guidance to help you improve and increase your keyword selection.
The Search Terms report shows the organic queries which match to your keywords and ads. This report can also be used as a source for both negative keywords and additional keyword targeting expansion.
Keyword details and tips
Max keywords per ad group: 1,000
Max negative keywords per ad group: 10,000
When you first launch a search ad campaign, we recommend you use no fewer than 20 keywords per ad group.
We recommend you use broad match whenever possible to increase the opportunity for ads to show and improve the search ad campaign algorithms capacity to learn.
Match types can be adjusted mid-flight. For example, in the post-learning phase you can evaluate if you would like to change certain keywords from broad to phrase or exact match keywords to narrow targeting and scale.
Next steps
Learn more about keyword match types and keyword quality to enhance targeting.