Why do you need to build a proper campaign / account structure?

Having a proper account structure will save you tons of time and will allow you to manage your campaigns more efficiently. In a sense, it guarantees that your ad groups will be profitable by helping you make sure that you use keywords reasonably and you don't cut on possible opportunities to optimize.

Proper structure lays the ground you will need to optimize your spend and scale your campaigns. Remember that there's no secret approach, it's all about what works for you. So use these best practices as a guidance. There are a number of approaches to account structure and depending on the goal, strategy and time, you may need to change it to better serve your immediate or ultimate objectives and goals from time to time.

You do want to make sure that you can get an instant transparent and accurate information when you look at your campaigns and ad groups. Everything should be in order so that you can control and manage what happens with your campaigns.

What are the basic principles of a proper account structure?

There are two basic types of campaigns in any account:

1. Discovery Campaigns. Discovery campaigns are used to constantly find new relevant keywords and phrases.

2. Exact Campaigns. Exact campaigns include exact match keywords. It is a good practice to divide these campaigns into groups by topic or simply have separate campaigns for each topic.

These two are the main types, then there are different approaches within these campaigns.

What are the basic principles of a proper structure in discovery campaigns?

Discovery Campaigns can include Search Match Ad Group(s) and Broad Keywords Ad Group(s).

  • Search Match Ad Group. Enable search match ("Search Match on" ) in this ad group. This Ad Group will help you find the relevant terms that users enter to find your app. Make sure not to include any keywords here.
  • Broad Match Ad Group. This AdGroup has broad match keywords only. No exact keywords here. There are pros and cons of using Broad Match Ad Groups for Discovery campaigns.

On the one hand, Broad Match Ad Groups may help you find long variations and phrases that you won't be able to see in Search Match Ad Group (or will see them as low volume terms there).

On the other hand, in some cases it doesn't make sense to create Broad Keywords Ad Groups in discovery campaigns as actually exact match keywords will show performance much quicker and much better. So the bottom line is consider what you use Broad Match for - if your objective is to check keywords performance, make them exact right away. If your objective is to find new variations of what performs well - add these keywords as Broad Match to Broad Match AdGroups.

So if you are just starting and trying to get more keywords, the following strategy will help you save tons of time and budget:

1) Add high performing search terms as exact keywords to your Exact Campaigns first. This way you will be able to evaluate their performance more accurately and quickly.

2) Then, once you've done this and once you know the performance, you can select and add top performing keywords from exact to Broad Match to grab more long variations. Normally, these long variations are the low volume terms you see on Search Match.

If you have a long list of Broad Match keywords, we recommend to group them by topic in the same manner you'll do with exact campaigns.

What are the basic principles of a proper structure in exact campaigns?

Exact Campaigns are usually divided into specific groups as it helps getting more granular statistics to act upon. They include keywords in exact match only.

  • Brand Campaign: keywords that include the app and company name enable you to capture high-intent users.
  • Generic/Non-brand Campaign: keywords based on themes and descriptive terms for your app also help reach new users and raise your brand awareness.
  • Competitors Campaign: using keywords relevant to major competitors is a great way to get new users.

How to organize ad groups within exact campaigns (brand, generic and competitors)?

Ad groups are essential elements within campaigns. They help arrange the structure of your account into a hierarchy, and if it’s done effectively, you are likely to attract more traffic while boosting conversions.
 
 Here are the criteria to organize Ad Groups by:

1. Match type: Exact. Remember we're talking about exact campaigns here.
 2. Device: iPhone/iPad. iPhone/iPad Target iPhone and iPad separately to have more bidding flexibility and budget control, as bids and performance for these devices can significantly differ. So having separate groups will provide you with reliable statistics. Also, note, that if your app is not supported for iPad, you should not include it.
 3. Audience: Core/General. When you target a specific gender or age group, Apple doesn’t show your ads to users who have a “Limit Ad Tracking” (LAT) option ‘On’. This is around 20% of users, many of whom are also in your target segment. That is why make sure that you have one targeted ad group (specifying age and sex) and one LAT ON ad group with no targeting at all.

Example of a good account structure for US campaigns:

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