How to make your SKAG structure even better?
There is a simple best practice in Apple Search Ads - segment your campaigns by keyword types and/or Search Ads Popularity groups. Most commom segmentation is Brand, Competitors, General and Discovery for a keyword type segmentation and SAP_5-15, SAP_16-25, SAP_26-40, SAP_41-100 for a popularity based segmentation. SAP gaps could be different every time.
As you know, chances are, that you will have several phrases for your exact match keywords. And the bad thing is that you could possibly have overlapping between all your campaigns, which will make your results less-trackable. Full Keyword List will help you to make your campaign structure perfect, if you have more than one SKAG campaign for each country.
Structure without Full Keyword List
For example, you want to create 3 campaigns with 20 keywords in each. Without Full Keyword List each campaign will have 20 ad groups, 20 keywords, and each ad group will have 19 negative keywords (learn more about SKAG structure with cross-minusing keywords).
Structure with Full Keyword List
To have the best results, still add 20 keywords to create the exact campaign, but add all 60 keywords to the Full Keyword List (including keywords, that you are using to create the SKAG). We will still create 20 ad groups with 20 keywords, but each ad group will have 59 negative keywords, based on the whole list. Structure like this will help you to have the most accurate results for each specific keyword and reduce the number of impressions overlapping between keywords in several campaigns to a minimum.
