Active Keywords and Active Share are powerful metrics that help you quickly spot which campaigns need attention in your Apple Search Ads and then pause or boost them.
You can already consult the impression share metric for your keywords in Asapty. Active Keywords & Active Share are augmented proprietary metrics that serve as a shortcut to spot campaigns with low impression share.
You can view these metrics directly in the Optimization dashboard at the campaign level, quickly evaluating performance across all campaigns without having to dive into individual campaign details. This bird's-eye view helps you instantly spot which campaigns need attention and prioritize your optimization efforts.
What are Active Keywords & Active Share metrics?
Active Keywords shows how many keywords in your campaign have over 10% impression share
Active Share shows the weighted average impression share of your active keywords
Both metrics give you a glance at your campaign performance based on the achieved impression share - an essential metric to understand your performance in Apple Search Ads.
Impression share in Apple Search Ads shows how often your ad is displayed to users for specific search phrases or keywords. It helps you understand the visibility of your ad compared to all possible ads for those keywords. This metric indicates how well your ad is performing in being shown to users.
For instance, if your ad appears 7 out of 10 times for a search like "fitness app," your impression share is 70%. This measurement compares your ad's visibility to the total number of impressions available for the same keywords in the same locations. The higher your impression share, the more visible your ad is.
How to use Active Keywords /Active Share metrics
Check Active Keywords number shows how many keywords have more than 10% impression share in your campaigns.
Review the Active Share percentage which gives you the weighted average impression share across all active keywords, helping you understand their collective performance strength.
When you spot campaigns with low numbers (for example, if only 5 out of 100 keywords are active), it's time to optimize. Dive into these campaigns to find keywords with zero or very low impressions. For these underperforming keywords, use the "Add as SKAG" action to move them into new Single Keyword Ad Groups.
Relaunching these keywords in a separate campaign often allows to start getting more impressions. With the SKAG structure you also have better control over bids, budgets, and targeting.
How to access Active Keywords /Active Share metrics in Asapty dashboard
Go to the Optimization Dashboard.
Look for Active Keywords and Active Share columns at the campaign level.
To customize your view:
Click "Edit Columns"
Find Active Keywords and Active Share
Drag to reorder them according to your priorities
Remember: These metrics are only available at the campaign level, so you won't see them in keyword-level data.
In Asapty Optimization dashboard, you can edit and reorder columns to prioritize Active Keywords / Active Share.
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