2 Campaign Structures Boosting Your Performance With Ease

Apple Search Ads is an efficient and easy way to help people discover your app at the top of App Store search results. But it takes some wits to drain on this highly potential platforms by employing advance campaign structures. Below 2 structures can boost your performance with ease.

CATEGORY-BASED CAMPAIGN STRUCTURE

The first way to order keywords is by category. In general, you can sort all keywords into one of three categories: brand keywords,competitor keywords and generic keywords.

Brand Keywords

The names of your app, brand, and company are brand keywords. Also, common abbreviations and misspellings belong in this category.

In general, your app should show up as the first organic result on SERPs for these terms. So targeting brand keywords with search ads will usually not increase your visibility.

Nevertheless, you should do so for defensive reasons. As soon as your app gains some traction, your competitors will get aware of you. They will try to “steal” your users by targeting your brand keywords. So if you want to avoid losing these users, you must try to occupy the ad placements on SERPs by bidding on them yourself.

Competitor Keywords

Competitor Keywords are your competitors’ brand keywords. These include the names of their apps, brands, and companies, including abbreviations and misspellings.

Targeting competitor keywords via App Store Optimization is not allowed. That means you cannot use these terms in the metadata of your app’s product page. For Apple Search Ads, this rule does not apply. So you can target competitor keywords to increase your app’s visibility among relevant users. If your app appears on SERPs for popular brands, users who didn’t know your app might become aware of it.

However, targeting competitor keywords has two big disadvantages:

1.The conversion rate is usually low. Users who search for a brand term, have a navigational intent: They already know which app they want to use, they only need to figure out the way to get it. Thus, their likeliness to consider an alternative app is low.

2.Targeting competitor keywords is expensive. As popular brands defend their own brand keywords, you will have to pay high CPTs to out-bid them.

Generic Keywords

Finally, terms that are neither names of your or your competitors’ brands, are called Generic Keywords. Generic terms describe users’ problems, desired features, and other general parameters about an app. They reflect a specific search intent, but users who use them are open to any app solving their problem.

When structuring your accounts based on keyword categories, you need to create one campaign for each of these categories. Use different ad groups for each campaign to order keywords even further. Especially for the generic campaign that might contain many terms, multiple ad groups help to keep the order. The ad groups in these campaigns should contain only exact keywords.

To find new keyword ideas, you can add an exploration campaign. You need two ad groups:

1.One contains the same keywords that you use in your brand, competitors, and generic campaigns. But instead of using them as exact matches, you target broad matches. This ad group will give you keywords that are related to those you already use.

2.In the second ad group, run the search match algorithm to find completely new keyword ideas. This ad group should not target any other keywords.

Make sure to add all keywords from your brand, competitors, and generic campaigns as exact negative keywords to your exploration campaign. By doing so, you prevent the exploration campaign from bidding against your exact match campaigns and drive up CPTs.

If you find new promising keywords, add them to the generic campaign, and blacklist them in the exploration campaign, too.

By the way, you should also consider adding the terms from the brand campaign as negative keywords to the competitors and the generic campaign, and vice versa.

The figure below summarizes the category-based campaign structure. The red items show you which keywords you must blacklist to avoid bidding against your own campaigns.

VALUE-BASED CAMPAIGN STRUCTURE

The second option for structuring your account is a structure based on your keywords’ values.

Your goal when running user acquisition campaigns is to generate users that create more money for your business than you spend on them. Their LTV must be higher than the acquisition cost.

The value-based structure reflects this requirement by ordering keywords into value brackets. When using this structure, you need to create one campaign per value level. Combine all keywords that have a high value because they create installs with a high LTV into one campaign. Do the same with medium-value terms and low-value terms.

High-value campaigns should get a bigger portion of your budget than medium-value campaigns. And medium-value campaigns should get more than low-value campaigns.

The CPT bids and the CPA goals are crucial for this strategy. Adjust them according to the LTVs: The CPA goal should never be higher than the LTV. To find the optimum CPT bids, check your conversion rate. The CPT divided by the conversion rate should equal the CPA.

You should also add an exploration campaign to find new keyword ideas.

In addition, you might need an evaluation campaign for new exact keywords that you cannot assign to a specific LTV campaign yet. Set CPTs and CPA goals in the range between your low-value campaign and the high-value campaign. Monitor this evaluation campaign closely. As soon as you get a better feeling for a keyword’s value, remove it from the exploration campaign. Instead, add it to the campaign that reflects its value properly.

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