How to run Search Ads: #3 Scaling

If you already have a working Exact Match campaign and want to scale it, here are some strategies that may help.

#1 Adding new keywords manually

While it may be hard to get impressions for some keywords in your category, others may be not that competitive. Here are a few ideas for new keywords:

• Your competitors' brands
• Search suggestions result for your competitors' brands
• Search suggestions result for general keywords
• other languages for the same country (especially for the US)
• general and branded keywords for non-direct competitors
• typos for high-traffic keywords

It also helps to use ASO services for finding new keywords.

Once you'll find new keywords, you can add them as a list to your existing SKAG campaign. To do so, open Reports -> SKAG Management -> Add keywords to SKAG Campaign.

#2 Discovery campaign

You can also use Search Ads to find new relevant keywords for your app automatically. This strategy is called the Discovery campaign. To do so:

1. Create a new campaign targeting the same country
2. In this campaign create one Ad Group
3. In this Ad Group turn on Search Match
4. Add your Exact Match campaign keywords to negative keywords for your Discovery campaign
5. Add your Exact Match campaign keywords as broad match target keywords for your Discovery campaign ad group

Once your Discovery campaign will receive impressions, you can check search terms reports for new keyword ideas. You can also use ASATools "Filter Discovery Campaign" feature. It will scan your Discovery campaign for search terms that are not in negative keywords. For new search terms you will have two options:

1. (+) Add this keyword to your SKAG campaign, add it as a broad match target keyword to your Discovery campaign, and also add it as an exact match negative keyword for your Discovery campaign;
2. (-) Add this keyword as an exact match negative keyword for your Discovery campaign.

#3 Scale on a new countries

While some countries may be much less competitive, beware that their monetization may differ. There is Countries report in the ASATools dashboard, where you can find the average LTV for every country for your application.

Even in the countries that share the language (English, Spanish, French, etc.), your keywords may show different results. It is always better to do the full "Create -> Adjust bids -> Scale" algorithm for all important for your countries.