Having a proper account structure will save you tons of time and allow you to manage your campaigns more efficiently. In a sense, it guarantees that your ad groups will be profitable by helping you ensure that you use keywords reasonably and don't cut on possible opportunities to optimize.

The proper structure lays the ground you will need to optimize your spending and scale your campaigns. Remember that there's no secret approach; it's all about what works for you. So use these best practices as guidance. There are several approaches to account structure, and depending on the goal, strategy and time, you may need to change it to serve better your immediate or ultimate objectives and goals from time to time.

You want to ensure that you can get instant transparent and accurate information when you look at your campaigns and ad groups. Everything should be in order so that you can control and manage what happens with your campaigns.

There are two basic types of campaigns in any account:

1. Discovery Campaigns. Discovery campaigns are used to find new relevant keywords and phrases constantly.

2. Exact Campaigns. Exact campaigns include exact match keywords. It is a good practice to divide these campaigns into groups by topic or have separate campaigns for each topic.

These two are the main types, and then there are different approaches within these campaigns.

Discovery Campaigns can include Search Match Ad Group(s) and Broad Keywords Ad Group(s).

On the one hand, broad match ad groups may help you find long variations and phrases that you won't be able to see in Search Match Ad Group (or will see them as low-volume terms there).

On the other hand, in some cases, it doesn't make sense to create broad keywords ad groups in discovery campaigns as exact match keywords will show performance much quicker and much better. So the bottom line is to consider what you use broad match for. If your objective is to check keywords' performance, make them exact immediately. If you aim to find new variations of what performs well – add these keywords as a broad match to broad match ad groups.

❗ So, if you are just starting and trying to get more keywords, the following strategy will help you save tons of time and budget:

1. Add high-performing search terms as exact keywords to your exact campaigns first. This way, you can evaluate their performance more accurately and quickly.

2) Once you've done this and know the performance, you can select and add top-performing keywords from exact to Broad Match to grab more long variations. Normally, these long variations are the low-volume terms you see on Search Match.

If you have a long list of Broad Match keywords, we recommend grouping them by topic, in the same manner you'll do with exact campaigns.

Exact campaigns are usually divided into specific groups as it helps get more granular statistics to act upon. They include keywords with exact match type only.

Ad groups are essential elements within campaigns. They help arrange the structure of your account into a hierarchy, and if it's done effectively, you are likely to attract more traffic while boosting conversions.
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 Here are the criteria for organizing ad groups:

1. By match type: Exact. Remember, we're talking about exact campaigns here.

​2. By device: iPhone/iPad. Consider targeting iPhone and iPad users separately to have more bidding flexibility and budget control since bids and performance for these devices can significantly differ. Having separate ad groups will provide you with reliable statistics. Also, note that if your app doesn't support iPad, you cannot set this device when creating ad groups.

​3. By audience: core or general. When you target a specific gender or age group, Apple doesn't show your ads to customers who have Personalized Ads turned off. This is around 20% of users, many of whom are also in your target segment. That is why ensure you have one targeted ad group (with specified age and gender) and one ad group with no targeting at all.