TikTok launched Search Ads in 2025, and ecommerce advertisers immediately got confused: "Isn't this just GMV Max with a different name?" No. They're completely different products.

Search Ads let you target keywords, work for any sales destination (Shopify, Amazon, TikTok Shop), and behave like Google search campaigns. GMV Max only exists for TikTok Shop sellers, uses zero keyword targeting, and optimizes across organic, paid, and affiliate content combined.

One captures intent. The other automates scale. Most ecommerce brands running TikTok seriously in 2026 need both.

TikTok Search Ads: Google Targeting Inside TikTok

Over 40% of U.S. TikTok users now search the platform instead of Google when researching products. Search Ads put you in front of those queries. Someone types "minimalist wallet leather," your video ad appears, they click through to buy.

You set this up in TikTok Ads Manager, add keywords (exact, phrase, or broad match like Google Ads), and your videos show when users search those terms.

Placement:
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• Search results page
• Search feed (videos shown after a search)
• Suggested results

Unlike feed ads that interrupt scrolling, Search Ads answer active questions. The person already wants something. You're competing to be their choice.

Control which keywords trigger ads, set CPC bids, send traffic anywhere: your site, app, Amazon, or Shop. Standard TikTok Pixel tracking. Available in most global markets.

GMV Max: Automated Full-Funnel for TikTok Shop Only

GMV Max is TikTok's automated campaign exclusively for Shop merchants. As of July 2025, it's the only campaign type for Shop Ads. Video Shopping Ads and Product Shopping Ads were discontinued.

You pick products, set a target ROI, establish budget. TikTok pulls every product-linked video from your account, affiliate creators, and authorized content. Tests across all placements (FYP, Shop Tab, Search, Pangle). Allocates budget to winners. Attributes all sales, including organic conversions from boosted content.

That last part trips people up. Creator's organic video goes viral, drives 500 sales, and you included it in GMV Max? Those 500 sales show in your campaign as attributed conversions. GMV Max blends organic and paid attribution.

Placements:
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• For You Page
• TikTok Shop Tab
• Search results (but you don't control keywords)
• Product pages
• Pangle network

Zero manual targeting. No keywords, custom audiences, or placement selection. You give products and budget. TikTok decides everything based on conversion predictions.

Setup in Seller Center or Ads Manager. Only for TikTok Shop. Available in US, UK, Indonesia, Malaysia, Philippines, Thailand, Vietnam, Singapore.

The Actual Difference

Search Ads intercept existing demand. Someone already typed "noise cancelling headphones." Your ad shows up.

GMV Max creates and converts demand. Pushes products across TikTok to people who might buy based on algorithmic predictions, regardless of what they searched.

Search Ads journey: User searches, sees ad, clicks, buys

GMV Max journey: User sees affiliate review, doesn't buy, sees your GMV Max ad 3 days later, clicks, buys in Shop

Quick Comparison

When to Use Search Ads

You don't sell on TikTok Shop

Your Shopify store or Amazon listings are primary. GMV Max can't send traffic there.

Example: Supplement brand targets "gut health probiotics" to drive Shopify traffic with first-order discounts.

Niche products need specific intent

Your product won't get discovered casually. People must actively search.

Example: Car detailing company targets "ceramic coating application tutorial." High-intent, low-competition.

You want budget control by intent

Willing to pay more for search because it converts better.

Example: B2B SaaS runs Search at $3.50 CPC for "project management software" that converts at 8%, while feed ads run $0.80 CPC but convert at 2%.

Geo-targeting matters

Regional products, location-specific promos.

Example: Meal kit service targets "meal delivery [city]" only in service areas.

Testing TikTok conservatively

Start with $20-50/day on specific keywords before scaling.
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Q4 2025 benchmarks:
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• CPC: $0.90-$2.50
• CTR: 1.2%-3.5%
• Conversion rate: 2%-6% (vs 0.46%-2.4% for feed)

Conversion advantage comes from intent. Searchers are further down-funnel.

When to Use GMV Max

You sell on TikTok Shop (required)

No Shop = no GMV Max.

You have content volume

Performance scales with creative. TikTok recommends products with $1,500+ GMV in past 7 days and multiple videos.

Example: Skincare brand with 30 affiliates posting monthly. GMV Max auto-tests all videos across placements without managing 30 campaigns.

You prefer simplified management

Set ROI and budget. TikTok handles audiences, bids, creative rotation.

You optimize for total revenue

Comfortable with blended attribution that includes organic-influenced sales.

Traditional: $5k spend, $25k direct sales = 5x ROAS

GMV Max: $5k spend, $35k total sales = 7x ROI

Second number includes sales that might've happened anyway.

You run livestream shopping

LIVE GMV Max promotes shopping livestreams.

Q4 2025 benchmarks:
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• ROI: 3x-8x
• Incremental GMV lift: 30%-60% vs organic
• Daily budgets: $200-$2k+

More on tracking these in our TikTok Shop analytics guide.

Why Run Both

Search Ads capture demand GMV Max misses. GMV Max scales what Search can't.

TikTok search grew 40%+ year-over-year. Ignoring it leaves money on the table even if GMV Max works.

But Search Ads require manual uploads. 50 products × 10 variations = 500 videos to manage. GMV Max pulls creator content automatically.

Budget split example:

Fashion brand, $10k/month:
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• $3k Search: 50 keywords ("sustainable denim," "vintage tees")
• $7k GMV Max: Bestsellers with 150+ affiliate videos

After 60 days: Search drives 18% of new customers at $28 CAC. GMV Max drives 82% of revenue at 5.2x ROI but $41 CAC.

Both necessary. Search acquires. GMV Max scales.

Setting Up Search Ads

TikTok Ads Manager → Create → Conversions objective

Ad group:
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• ‍Placements: Select only "Search" (isolates search traffic)‍
• Targeting: Location only. Skip age/gender/interests. Keywords already target.‍
• Budget: $20-50/day minimum. Less = insufficient conversion data.‍
• Bidding: Start "Lowest Cost." After 25+ conversions, switch to "Cost Cap" with target CPA.

Keywords:

Add 15-30 initially. Trim to top 10-15 after optimization.

Match types:
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• Exact: [yoga mat]
• Phrase: "yoga mat"
• Broad: yoga mat

Start phrase match. Balances reach and relevance.

Research:
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1. Type product in TikTok search
2. Note autocomplete (high-volume terms)
3. Check Creative Center → Keyword Insights
4. Add negatives (-free, -cheap, -coupon)

Creative:

9:16 vertical, 15-30 seconds, 1080x1920

First 3 seconds: Show product, address search directly

Middle: Demonstrate features

Last 5: Clear CTA

Add text overlay with main keyword. TikTok uses it as relevance signal.

Monitor:
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• Search Impression Share (low = increase bid)
• CTR (1.2%+ good)
• Conversion rate (track by keyword)

After one week, pause bottom 30%. Reallocate to top performers.

Setting Up GMV Max

Prerequisites:
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• TikTok Shop with products
• Admin/Manager permissions
• Ad account in Business Center
• GMV Max authorization enabled

Seller Center → Shop Ads → Create GMV Max ads

Products:
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• ‍All products: Simplest. Pauses all VSA/PSA across accounts.‍
• Specific products: Select SKUs. Only those ads pause.

Start with top 10-20 if testing.

ROI target:

TikTok recommends based on past 28 days.

Conservative: 20% higher (4x → 4.8x)

Growth: 20% lower (4x → 3.2x)

Adjustable anytime.

Budget:

Min $100-200/day. Recommend 3-5x target daily GMV.

Want $2k GMV at 5x ROI? Set $400-600/day.

Creative:

"Autoselect" uses all eligible content or manually approve videos.

Creative volume is the biggest lever. 50+ videos = 3-4x better performance than less than 10.

Launches in 2-4 hours. Auto-pauses conflicting campaigns.
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Tracking Without Manual Exports

Search Ads (Ads Manager):
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• ROAS (target 3x+)
• CPA
• CTR (1.2%+)
• Conversion rate (2%+)
• Search Impression Share

GMV Max (Seller Center):
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• Total GMV
• Spend
• ROI
• Orders, AOV

Remember: GMV Max includes organic in reporting.

Consolidating data:

Manually pulling from Ads Manager, Seller Center, GA4, and your platform takes hours weekly.

Connect TikTok to Google Sheets automatically. Pull metrics from TikTok Ads, Shop, GA4, and 45+ platforms.

Build auto-updating dashboards with:
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• Search performance by keyword
• GMV Max ROI by product
• Total TikTok revenue
• CAC across channels

Common Mistakes

GMV Max without creative volume: 5 videos won't work. Need 15-20 minimum, 50+ optimal.

Search budgets under $20/day: Insufficient for algorithm optimization.

Over-targeting Search: Stacking age + gender + interests + keywords restricts too much. Keywords + location only.

No negative keywords: Wastes budget on irrelevant searches. Add weekly.

Treating GMV Max like Facebook: No ad sets, audiences, manual targeting. Different mental model required.

Killing Search after one week: Needs 5-7 days, 25-50 conversions, 14 days total, $500-1k spend before deciding.

Real Results

Supplement brand (Search):

Shopify-based gut health brand.

Keywords: "probiotic supplement," "bloating relief"

Budget: $40/day

Creative: Customer testimonials

60 days: 847 clicks, $1.42 CPC, 68 purchases, 8% CVR, $17.65 CPA, 4.2x ROAS

Fashion brand (GMV Max):

Streetwear Shop launched Jan 2025, 40 affiliates by June.

85 products, 4.5x ROI target, $800/day, 150 videos

90 days: $216k GMV, $48k spend, 4.5x ROI, 4,320 orders

Non-promoted products separately: $34k organic GMV (proving incremental impact).

Home goods (both):

Sustainable products on Shopify + Shop.

Search $600/mo → Shopify

GMV Max $1,200/mo → Shop

90 days: Search = 412 customers, $34.50 CAC, $107 LTV. GMV Max = $54k GMV, 4.7x ROI.

Different roles. Both essential.

What This Means in 2026

TikTok Shop: $33B global GMV 2024. U.S. grew 650% in 16 months.

Search Ads = Google precision in TikTok engagement.

GMV Max = Automated creator management.

Start Search if no Shop yet or need controlled testing.

Start GMV Max if Shop ready and have content.

Serious brands run both. Capture intent at every stage.

More strategies: TikTok algorithm guide and Smart+ optimization.

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