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Filter Presets

Written by Polina Barysheva

Filters are an effective method of Apple Ads optimization as they provide revealing insights and help identify areas for improvement. Yet, manually selecting the right set of filters every time can be monotonous and time-consuming.

Our Filter Presets are designed to make the process of performance check more streamlined and less time-consuming.

Filter Presets can be created at all account levels:

  • Campaigns

  • Ad Groups & Ad Group Settings

  • Keywords & Negative Keywords

  • Search Terms

  • Ads

  • CPP

At the same time, we introduced in-built filter presets, or System Filters on the Ad groups and Keywords dashboards allowing you to swiftly pinpoint high-converting keywords, identify scaling prospects, and spot areas of wasted spend for immediate action.

How to use System filters?

Keywords filter presets

Head to the Keywords dashboard to use System filters for optimizing your keywords.

  • Top Converters: Find keywords with at least one conversion and then apply your CPA target to find top converting keywords. Increase CPT Bid by 10-20% for such keywords or move them to a separate ad group with higher Budgets and bids. Read this article to learn more.

  • Zero Impressions: Find non-performing keywords and exclude irrelevant keywords to optimize your campaign. Add to your App metadata the ones you would like to get more impressions for, so you will increase their technical relevance. In this article, you can find out what other steps can be taken.

  • Scaling Opportunity: Filter out keywords with low TTR & a high volume of impressions to spot keywords with growth potential. Analyze why these keywords have such a low TTR. The rate may go up if you pick a more relevant Creative for your ad. For more ideas - check this article.

  • Non-Converters: Find keywords that never convert by setting the Spend filter above your threshold and your target metric at zero, and pinpoint keywords that need optimization. Pause such keywords and/or add them to Negative keywords to stop wasting your budget. Learn how to deal with spend wasters here.

💡 Note. Each system filter includes an explanation, available by hovering over the question mark, and a link to a help center article with helpful optimization tips.

Ad groups filter presets

Head to the Ad groups dashboard and click Filters. In the dropdown, you'll see a list of System filters. Click on the preset to automatically apply the filters included in it.

  • Low TTR: Find Ad groups with low relevance between keywords and ad variation. Here are the most effective ways to increase the relevance score (and TTR):

    • A/B testing of ad variations using CPP.

    • Using creative sets more relevant to user queries.

    • Localize and adjust your app metadata to specific storefronts.

  • Low download rate: Find ad groups with ad variations that require optimization. Ad variations using custom product pages use the assets on your App Store product page (metadata), such as texts, screenshots, and icons. Thus, by optimizing metadata, you can improve the tap-through rate of an ad (TTR) and the number of downloads (Download Rate).

💡 Note. Low download rate preset focuses on the Tap-Through performance, and does not take into account View-Through Downloads and View-Through Download rate. Click here to learn about View-Through metrics.

These presets are designed to enhance your budget efficiency. Take a look at this article to learn more about low TTR and download rate in ad groups.

Note. We recommend adding other filters to those already included in the System presets to refine your filtering and gain a better understanding of your ad performance. For instance, you can add Spend or other metrics by clicking the Plus icon here:

You can go even further by saving this custom preset for future use:

How to create a preset?

Let's imagine you'd like to easily monitor top converters along with other crucial metrics that make you a constant profit. Here are a few steps to take:

1. Pick up the necessary filters from the list

2. Click Save and give a preset its name.

3. Check out the Columns drop-down and select the preset to load.

You can also delete a preset you no longer need by clicking a 'trash bin' icon next to its name.
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​Editing filter presets can be done by saving a new preset with the same name to replace the one you would like to change.

Note: You can save as many filter presets as you want. The presets can be seen by all the users in your organization.

📖 P.S. If you need to recollect ideas on how to use filters, please visit this section.

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