In Asapty, we are using only 2 types of campaigns - SKAG and Discovery. Let's look closely at both of them.
SKAG, or Single Keyword Ad Group campaign, is one of the main tools, that we use to reach results in Apple Search Ads. SKAG name speaks for itself - we are creating a separate Ad Group for each keyword, and it has a lot of benefits:
SKAG structure has much more transparency and control over the ad campaign. The discrepancy between keywords and search terms will be minimal.
You can set up CPA Goal and CPT Bid for each keyword separately, and it could be crucial - even super similar keywords like instagram collage and instagram collages may differ in CPA and ROI several times.
Discovery campaign is a type of campaign, that we use to find new keywords, that were not found and added as SKAG before. Discovery campaigns could help to find different variations of typos, long tail keywords, synonyms, and other generic keywords.
The best practice for creating a Discovery campaign is to create one ad group with an activated Search match and no keywords inside.
Be careful with raising Default Max CPT Bid too fast and high - the best way is to start from $0.1 and raise it once a day by $0.1. For the budget, we are usually spending $30-$50 a day for a Discovery campaign.
If you are creating a Discovery campaign using Keyword Suggester, we will automatically add all SKAG keywords as Campaign Negative for the Discovery campaign, so keywords will not cross between campaigns.
The goal of a Discovery campaign is to find new keywords, that you can scale in a SKAG campaign. Make sure to use Actions at the Search Term level - Add as SKAG and Add as Negative. Our best practice is to take Search Terms, that have more than 1000 impressions, Add as Negative everything that has less than 10 IPM (custom metric in Asapty - Installs per 1000 impressions), and Add as SKAG everything that has more than 50 IPM. Everything in between 10 and 50 IPM could stay in the Discovery campaign and provide cheap occasional installs, if there would be any revenue from it.
We have Auto rules for the Search Term level on our Organization plan. It will automatically add search terms as SKAG and as Negative, and you will not need to spend any time doing it. If you are interested in an Organization plan, just send us a message in chat or schedule a demo call with Asapty manager.