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  • Scott Kaplan

Apple Search Ads Campaign Structure: Part 2

Updated: May 15


In my post Apple Search Ads Campaign Structure: Part 1 I walked you through high-level considerations for breaking out your Apple Search Ads campaigns. To reiterate: the benefits of campaigns structure are ease of reporting and budget management. Don’t over complicate things if you don’t have to.


In part 1 we talked about Acme Music. They had a simple setup with one product line and one geography. In that instance, I proposed four campaigns: brand (exact), non-brand (exact), discovery (broad), and discovery (search match). (Discovery campaigns can easily be combined into one.)


In this brief post, I’ll walk you through scenarios where a simplified campaign structure just won’t do.


When A Simplified Campaign Structure Won’t Do

There are many instances when more granular campaign structure is necessary. That should be dictated by business need. Examples of where more nuanced campaign structure include the need to:


1) Promote different product/services that require separate budgets.


2) Target different geographies that require separate budgets.


3) Promote multiple apps (you can’t target more than one app in the same campaign).


In our next post, we’ll roll up our sleeves and get into the nitty gritty of how you should structure more nuanced campaigns. For now, I want you to get your head around high-level considerations for breaking out campaigns in more detail.


What factors to do you take into consideration when breaking out more granular campaigns?


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1. App Store data from all available countries and regions (excluding China), 2018 (https://searchads.apple.com).
2. Appsflyer 2019 Performance Index (https://www.appsflyer.com/performance-index).

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