Lecture Notes: Apple Search Ads and Campaign Strategy by Rahul

Introduction

• Speaker: Rahul, marketer from New Zealand.
• Focus: Paid ads and e-commerce with a specialty in Apple search ads.
• Objective: Teach structured approach to Apple search ads, budget allocation, and keyword selection.

Campaign Structure Overview

• Pre-setup Planning: Map out campaign structures before setup.
• Ideal Setup: Four campaigns per country, each serving a distinct purpose.

Types of Campaigns

1. Exact Keyword Campaign

   • Focus: Exact match keywords.
   • Example: Using "yoga" for a yoga app.
   • Apple bids on specified exact keywords.

2. Discovery Campaigns

   • Broad Campaign:
     • Copy of exact keywords but broadened.
     • Excludes exact match keywords to find new keywords.
   • Search Match Campaign:
     • No keywords, uses search match toggle.
     • Exclude exact match keywords.
   • Brand Campaign (Optional):
     • Bids on your brand name.
     • Used to prevent competitors from outbidding on your brand.

Setting Up the Ad Account

• Navigate from Basic to Advance UI.
• Create a campaign by associating it with your app.
• Choose target location, e.g., United States.
• Fill out campaign details such as name and budget.

Budget Management

• Suggested daily budget: e.g., $100.
• Note: Apple may not spend the full budget.
• Adjust based on keyword performance and cost per tap.

Ad Group Settings

• Name example: "Broad US."
• Max cost per tap considerations.
  • Suggested starting bid: $0.70.

CPA Goals

• Optional setting for cost per install optimization.

Keyword Management

• Add keywords with exact match type in the exact keyword campaign.
• Adjust cost per tap for individual keywords.

Audience Targeting

• Targeting options: mobile types, user types (new vs. returning).
• Demographics: gender, age, location-specific targeting.

Ad Scheduling

• Set specific days/times for ad runs based on user activity patterns.

Ad Creative

• A/B testing capabilities for text and screenshots.
• Custom product page opportunity for creative tests.

Conclusion

• Campaign creation will activate within 2-3 hours.
• Upcoming videos will cover discovery campaigns, scaling, and optimizing cost per install.
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