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Different approaches to launch campaigns
Viktor Orlov avatar
Written by Viktor Orlov
Updated over a year ago

There are a few settings, that could dramatically change the results of your Apple Search Ads SKAG campaigns.

  • CPA Goal at the Ad group level

  • Match type at the Keyword level - Broad and Exact.

Different variations and combinations of these settings could provide shockingly different results, and we recommend you try them all.

  • CPA Goal is an underestimated feature, that could instantly reduce avg CPA of your campaigns. Try to start with CPA Goal about 80% of your target ARPU.

  • Campaigns with CPA Goal could take more time to have impressions and installs.

  • Broad match could help you to have much more installs, but the ROI results also could be worse.

  • If you have some specific Custom Product Pages for specific keywords, you can only use Exact match, otherwise, it will be irrelevant and all mixed together.

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