One simple way to organize your Apple Search Ads campaigns is to create a separate campaign for each app and language. For example for the “Fitness” app you would have the following two campaigns:
- Fitness English
- Fitness Spanish
Then it is recommended to create at least three different Ad Groups as follows:
You should put keywords related to your brand and app name into the “Brand” ad group. Competitor brands and app names would go into the “Competitor” ad group.
All other generic keywords would go into the “Non-brand” ad group. These three ad groups should have Search Match turned off. All Targeted and Negative keyords should be Exact Match.
A good amount of keywords to start with is at least 20 keywords per ad-group. That might be difficult for the Brand and Competitor ad groups but should be easier for the non-brand ad group.
Instead of lumping all of your other keywords into a single “Non-brand” ad group. I also recommend that you organize your keywords by related terms.
So for example, if you had a fitness app you could group all “running” terms in one ad group and all “strength training” terms in another ad group.
You could then take advantage of “Creative Sets” to show screenshots or videos showing people running to the “running” ad group and use creative featuring weight lifting to the “strength training” ad group.
Now your Ad Groups wouls look as follows:
- Strength Training
An additional campaign that you can create is called the Discovery Campaign. The Discovery campaing will have a single Discoery Ad group with Search Match turned on. The Discoery campaign will help you find new search terms to use as keywords.
To kickstart your Discovery campaign you can, optionally, add all of your existing keywords from all of your other campaigns as Broad Match targeted keywords.
Also, you will need to add all of the keywords in the other ad groups as exact match negative keywords to your Discovery ad group.
You can add up to 200 negative keywords at a time separated by commas. You can use the Kitemetrics “keywords as exact match csv” tool to easily copy paste all of your keywords from your other ad groups.
The Discovery Campaign will use the Search Match algorithm to continously help you discover new terms that you might not have though of. You can then periodically categorize the new terms and add them to an appropriate ad group.
Kitemetrics can help you manage your Discovery campaign. Read more about creating and managing your Discovery Campaign.
Kitemetrics recommends using Exact Match for all of your keywords (place the keyword inside square brackets [ ]) as broad match can be too broad and overy aggressive in capturing unwanted keywords.
Using broad match will make it difficult to optimize for higher or lower performing search terms with different CPT bids at the keyword level.
Organizing Campaigns - A recommended approach