In October 2026 TikTok announced new ad products for shops, search and web traffic.
If you sell on TikTok Shop, the update I would start with is GMV Max Pro. If people search for your category on TikTok, it is Search Ads. GMV Max and the Ad Network also give TikTok more control over your coupons and over where your ads run, so anyone else should start with a capped budget.
GMV Max Pro and Growth Autopilot for TikTok Shop
- GMV Max Pro is the next version of GMV Max. It optimizes not only the ad cost, but also coupons, affiliate costs and platform commissions (TikTok for Business).
- Growth Autopilot in GMV Max: you set a 7-day ROI target, and one budget balances ad spend and coupon spend.
- GMV Max is not available in Canada.
So GMV Max Pro optimizes closer to profit after discounts and commissions than to gross revenue. Give it correct costs, or it optimizes for the wrong number. With one budget for ads and coupons, TikTok decides how much of it goes to discounts, so set the coupon limits before you hand the system a combined budget.
Search Ads: Smart+ and impression share
- Search Ads Campaign, powered by Smart+ automates search ads across keywords and creative, with keyword targeting, bidding and a search budget (TikTok Newsroom).
- Search Ads Impression Share and Top 1 Impression Share show the share of eligible search auctions your keywords won on the search results page, at the campaign, advertiser and keyword level.
- Keyword Packs in the Keyword Suggestion Tool: ready lists of brand and category keywords.
Source: TikTok for Business.
Search on TikTok is now a channel with its own diagnostics, like search on Google. It brings traffic with intent, but only as much as people search for your category on TikTok. If they do, test it as a separate campaign, and impression share will show how many auctions you lose.
Web Traffic ads: offers and CTA
- Up to 35 promotional offers per ad. The system can pull them from Shopify, earlier URLs or Catalog Manager.
- CTA Enhancement: a module that you turn on when you create the ad.
Source: TikTok for Business.
Check what the system pulls. Earlier URLs can carry old codes, the same problem as with detected offers on Meta.
Smart+ Creative Selection
Smart+ Creative Selection is the next version of auto-selection of creatives in Smart+ campaigns (TikTok for Business).
TikTok Ad Network in the US
TikTok Ad Network, formerly Pangle, is now generally available for advertisers targeting the US, its 48th market. Existing TikTok campaigns can extend to nearly 400,000 apps without a new setup. DoubleVerify and Integral Ad Science measure it (TikTok for Business).
App inventory behaves differently from the TikTok feed, so check where these impressions go and measure them separately before you scale.
AI agents for leads and shopping
TikTok tests Shopping Assistant, Buy Direct and Lead Agent through eligibility-based testing. Lead Agent works in TikTok direct messages and in lead forms on advertiser websites. Buy Direct needs an integration with Universal Commerce Protocol (TikTok for Business).
What to test first
- For a TikTok Shop: GMV Max Pro with correct coupon and commission costs.
- For a category people search on TikTok: a Search Ads campaign, with impression share as the diagnostic.
- For a website with sales: offers in Web Traffic ads, with the same codes as on the website.
- For TikTok Ad Network: a separate test with a capped budget and conversion tracking.