Apple Ads practice: Exact Match Campaign

When working with Apple Ads, I always recommend starting with an Exact Match campaign. This traffic may be more expensive, but it typically converts to paying customers better.

There are many approaches to structuring your campaigns. You can create a separate campaign for each country or group them together, use the SKAG structure or group keywords using ad groups (or put them all in one ad group), create separate campaigns for generic, branded, and brand defense keywords, or keep everything together. Some of these approaches increases your control, but also add complexity.

I usually recommend starting with one Exact Match campaign for the US. If you are using ASATools, open campaign management and click "Create SKAG campaign". Fill required fields and paste keywords from your ASO service with SAP > 5.

For a CPT bid, there are two common approaches:

1. Start with a low bid and increase it by a constant step or percentage once or twice a day until you start getting impressions.
2. Start with a high bid and lower it if the traffic is too expensive.

With the second approach, you will receive results faster, but it can be expensive. Starting with a low bid may help you save some budget, and we have automation that will raise bids for you until a specified stopping criterion is met.

Note that it may take a few days for your campaign to start receiving impressions, regardless of the bids you set. Once your campaign starts getting impressions, you can update your bids and see results within a short period of time.

In the next articles, we’ll talk about managing bids based on report data, scaling using discovery campaigns, splitting large campaigns into groups, and launching Apple Ads in new countries.