TikTok Introduces Keyword Packs for Search Ads Campaigns

On October 30, 2026, TikTok introduced Keyword Packs, a new feature in the Keyword Suggestion Tool that lets advertisers add prebuilt groups of search keywords to Search Ads Campaigns.

Instead of selecting every keyword manually, advertisers can choose a pack prepared by TikTok, review its contents, and add relevant queries to an ad group.

Recommendations are generated using TikTok machine learning algorithms and updated daily based on search demand, cost per click (CPC), and competition.

Keyword Packs Group Brand and Category Search Terms

Keyword Packs are prebuilt keyword selections organized into two categories:

Brand Keywords: queries related to a brand, its products, and its names.
Category Keywords: queries related to a product category or type of service.

For example, an athletic footwear manufacturer can use branded searches containing the company name alongside category searches related to running shoes or training footwear.

This distinction helps advertisers build a search advertising structure more quickly while addressing different types of user demand.

Before Keyword Packs, advertisers could use the Keyword Suggestion Tool to find individual keywords, review TikTok suggestions, and add selected queries to an ad group.

The new feature extends that existing tool. It can now recommend not only individual keywords but also predefined groups.

Keyword Packs are not a separate campaign type or a new automated targeting system.

Where to Find Keyword Packs in TikTok Ads Manager

Keyword Packs are built into the existing Keyword Suggestion Tool. To find them:

There is no separate Keyword Packs section in the main Ads Manager navigation.

At the time of the announcement, TikTok had not published a complete list of countries and advertising accounts with access to the feature. If Keyword Packs do not appear in the interface, this does not necessarily indicate a configuration error.

How to Add Keyword Packs to a Search Ads Campaign

Advertisers can preview and add the new packs using the existing Keyword Suggestion Tool interface. The workflow is as follows:

The standard Keyword Suggestion Tool also lets advertisers select keyword match types:

Broad Match.
Phrase Match.
Exact Match.

What Keyword Pack Performance Data Is Available Before Launch?

Keyword Pack recommendations are updated daily using three primary signals:

Search Volume: the level of search demand.
CPC: cost per click.
Competition: the level of competition.

However, it is important to distinguish the data used by the algorithm to generate recommendations from the metrics advertisers can actually see in the interface.

In the existing Keyword Suggestion Tool, advertisers can view estimated monthly impressions for suggested keywords. These estimates are based on historical data and do not guarantee future performance.

For more detailed search demand research, TikTok offers a separate Keyword Planner, available under Ads Manager → Tools → Keyword Planner.

Keyword Planner allows advertisers to research search volumes, competition, and the estimated potential of keywords.

TikTok has not confirmed whether each Keyword Pack has its own aggregate metrics, such as estimated total reach or average CPC for the pack.

Availability and Rollout of TikTok Keyword Packs

Keyword Packs were introduced in TikTok’s fourth-quarter 2026 Product Preview.

At the time of the announcement, the company had not specified a global launch date, supported markets, or advertising account eligibility requirements.

The feature extends the Keyword Suggestion Tool and does not require a separate campaign type.

The practical change is that TikTok can now automatically assemble groups of branded and category search terms that advertisers can review and add directly when setting up Search Ads Campaigns.