July 1, 2023

Apple Search Ads individual keyword campaigns as a way to manage budget and scale

Apple Search Ads (ASA) allows you to create individual keyword campaigns to help manage your budget and scale your advertising efforts effectively. By structuring your ASA campaigns this way, you can have more control over your ad spend and optimize for specific keywords. Here's how you can use individual keyword campaigns for better budget management and scalability:

  1. Keyword Relevance: Create campaigns around specific, highly relevant keywords related to your app. This way, you can ensure that the ads shown are closely aligned with user searches, increasing the likelihood of conversion.
  2. Budget Allocation: Assign a budget to each individual keyword campaign based on the value of each keyword or for simplicity use the same budget per campaign.
  3. Performance Tracking: Monitor the performance of each keyword campaign individually. ASA provides detailed analytics and insights into how each keyword is performing. This allows you to allocate more budget to successful campaigns and adjust or pause underperforming ones.
  4. Keyword Expansion: Over time, identify new relevant keywords that are driving conversions and create new campaigns for them. This helps you scale your advertising efforts by tapping into a broader range of search terms.
  5. Negative Keywords: Implement negative keywords within each campaign to prevent your ads from showing for irrelevant or low-converting search queries. This helps optimize your budget by reducing ad spend on non-relevant traffic.
  6. Scheduling: Adjust the scheduling and timing for each campaign. If certain keywords perform better during specific times or days, you can allocate more budget during those periods.
  7. A/B Testing: Continuously experiment with default and custom product pages within each campaign to identify the best-performing combinations and optimize for conversion.

By structuring your Apple Search Ads campaigns around individual keywords, you can gain more control, optimize your budget, and scale your advertising efforts effectively. It allows you to allocate resources where they are most likely to generate results, while also giving you the flexibility to adapt your strategy based on performance data.

To further expand your ASA campaign strategy see the blog about ASA bidding automation!