One simple way to organize your Apple Search Ads campaigns is to create a separate campaign for each app and storefront. For example for the LightRight app you would have the following four campaigns:
- LightRight US
- LightRight GB
- LightRight AU
- LightRight NZ
Then it is recommended to create four different Ad Groups as follows:
- Search Match
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.
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.
The Search Match ad group will have search match turned on but not have any actual target keywords in it. However, you should add all of the keywords in the other three ad groups as exact match negative keywords to your Search Match 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.
This way the Search Match ad group will continously use its algorithm to 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 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