From the previous section you should have a collection of keywords we want to optimize for. We will use them in this section to create ad campaigns in Apple Search Ads.
Before we start there is something you should know. Different campaign types help to achieve different things:
Discovery campaign
Category campaign
Competitor campaign
Brand campaign
Campaign specifies what Ad Type it would display. We should focus on Search Results as it drives most of the traffic. If you have a big budget you may try other ad types in the following order: Today Tab, Search Tab, Product Page. Besides you will also have to choose Countries to show ads in**,** and Daily budget for all ad groups
Ad Groups
Each of campaign has Ad Groups. They help to segment keywords within any campaign. There are different strategies on how to manage Ad groups.
Let’s discuss them next. But before that let’s create a mind map of what we’ve learnt:
❗️ Diagram/mind map of what campaign is and how it is related to Ad Group.
Discovery campaign structure.
Use broad match keywords and Search Match to automatically match your ad to relevant search terms. You’ll want to create two dedicated ad groups:
In your discovery campaign, add all the keywords from your brand, category, and competitor campaigns as exact match negative keywords. This will allow your ad to match to searches related to your keywords, while preventing matches to the exact keywords you’re already bidding on elsewhere.
Once you’ve identified search terms that perform well in your discovery campaign, add them to the appropriate brand, category, or competitor campaign as new exact match keywords. Then repeat the process of adding those keywords as exact match negative keywords in your discovery campaign. Keep in mind that you can also add non-performing keywords as negative keywords in your campaigns. This will prevent your ad from showing for those terms, and can help you control costs.
Brand, Category, and Competitor campaign structures