Now, you can expand different automation approaches to keywords and search terms, considering their Search Popularity. Here is how 👇

The Impression booster rule can bring more and faster results along with Search Popularity. The Impression booster helps boost the keywords and search terms with very few impressions or none. It gradually increases the bids until they become competitive enough to gain more impressions.

How can Search Popularity metrics improve the approach?

Defining bids for the keywords that don't bring enough impressions can be challenging. A keyword may get boosted too slowly if you start with a low bid. However, with a higher bid, there are risks of overspending. You can avoid that risk by breaking up and analyzing keywords based on Search Popularity.

You can increase the bids for the keywords with high Search Popularity more frequently than for those with low Search Popularity. For example, keywords with high Search Popularity can get impressions every day. If you're not getting impressions for such keywords with your current bid, it makes sense to gradually raise the bid once a day or once in two days to quickly find the optimum bid for the auction.

The keywords with low Search Popularity may need a longer time to get impressions — a week, for example. So, if you raise the bid daily for them, then by the moment they get impressions, the bid may be bigger than the minimum competitive bid and also too high for your app budget. Therefore, it would be better to increase the bid for such keywords less frequently.

Depending on the Search Popularity value, you will want to set up three types of rules with certain conditions:

1. For the keywords with high Search Popularity (current): if Search Popularity (current) > X, set the daily run frequency.
​

2. For the keywords with low Search Popularity (current): if Search Popularity (current) < X, set the weekly run frequency.

3. For the keywords with unavailable Search Popularity (current) (for new keywords, for example): if Search Popularity (current) has no value, choose run frequency between daily and weekly, for example, every three days.

Suppose you want to add search terms from discovery campaigns to the exact match campaigns to gather and check the post-install analytics on them but not overpay for running these additional test campaigns. In that case, you can use a different bidding strategy based on Search Popularity.

You can group keywords by Search Popularity. If Search Popularity is high — a lower bid will prevent overspending since high Search Popularity means that the keyword may quickly gain lots of impressions and taps. Therefore, a lower bid will be enough to gather statistics, and you won't pay too much to test performance.

​