With the help of some filters and bulk operations, you can optimize your account in a few clicks. Extract important information, analyze your Apple Ads performance, and enhance your ad efficiency twice as fast!
Avoid overlapping and competing keywords
Begin with finding all the keywords that match the search terms starting with "hidden object":
Apple Ads offers two match types — exact and broad — which work differently in Search Ads and Google Ads. In addition, the broad match type is quite aggressive and matches not only the close variants of a keyword but also irrelevant search queries which the system considers synonymous. As a result, several keywords may end up competing with one another for a search query.
As you can see in the screenshot above, 3 different keywords of two different match types have generated one search term "hidden objects game".
Apple eliminates competition within one AppStore Connect account, in other words, the overlap doesn’t affect the cost. However, it dilutes statistics, which makes it difficult to assess the real performance of a keyword. All search terms are spread across different keywords, so there are chances that you can either underestimate or overestimate the keyword performance.
☝️ To fix the situation and take control of your account:
Use broad match only to search for new keywords (Discovery campaigns are used to expand the list of keywords).
Use Negative keywords to eliminate competition between keywords in the discovery and exact match groups.
Combine filters to put your account management on autopilot
SplitMetrics Acquire filters can efficiently be used for bulk optimization or overall automation of account management.
Let’s say you want to reduce the loss from spend in competitors' campaigns, in other words, reduce bids for all the keywords outside your Target CPG. To do this:
Filter out enabled competitors' campaigns (by name) in the necessary storefront.
Select all the filtered campaigns and go to the Keywords level.
The system will automatically apply the filter and show all the keywords for the selected campaigns. It doesn’t matter which account or app these campaigns are associated with.
3. Filter out enabled exact match keywords with trials and Cost per Trial above the specified threshold. In our case, it’s $20. Filter them by spend to see where you lose.
💡 Tip. These keywords don’t fall under your KPI (Target Cost per Trial). One of the easiest methods to boost performance and reduce spend waste is to lower bids.
Let’s reduce them by 20%.
4. Select all the needed keywords. There are 5 in the screenshot below, but there can be more. To change bids in bulk, click Quick Edit > Change CPT Bid. Set the necessary options. If you don’t want the bid to be under or over a certain threshold, set a lower or an upper limit.
5. Choose Continue to preview to make sure that everything is correct and apply changes. They immediately synchronize with your Apple Ads account.
💡 Tip. You can go even further and fully automate this flow by using SplitMetrics Acquire automatic rules.