Filters are an efficient method of Apple Search Ads optimization. They are basic, yet powerful, as they can provide revealing insights and help identify areas for improvement. This is particularly relevant to large ad accounts with thousands of keywords where it is so easy to miss important things.
Let’s discover what they look like and how they work in our platform. The good news is that if you have experience with Google Ads, you’ll probably find some things familiar.
Breaking down Filters for Apple Search Ads Optimization
In SearchAdsHQ, filters can be applied at any level of the navigation structure Campaigns → Ad Groups → Keywords → Search Terms → Creative Sets.
At each of the above levels, filters break down into the following groups:
- Account structure filters. They help easily localize the necessary data, for example, keywords associated with particular campaigns, or view all the enabled creative sets within a campaign. In fact, our navigation is built in such a way that you can easily perform drill-down/roll-up and slide/dice operations.
- Settings filters. These filters allow you to segment data. For example, you can obtain data for a particular storefront or find all the campaigns that have the word ‘Brand’ inсluded in their name. Typically, these filters help identify logical segments in your account, such as different audience groups, Brand and Competitors keywords or different match types (Exact and Broad), etc.
There is usually a list of options to choose from, e.g., storefronts:
- Metrics filters. The most common and straightforward type of filters. They help find all the ad groups with the spend greater than $500 or all the keywords with TTR less than 10%.
Filtering usually includes simple mathematical symbols:
Note: In rage / not in range options use inclusive bounds.
Basic Restrictions on Using Apple Search Ads Filters
Before we have a closer look at various filters, let’s define three basic restrictions.
1. The time range to be used for analyzing data can differ from app to app. The main idea is to ensure that we have enough data to make a decision. In the example below, we use data for the last 60 days. This time range guarantees that even low volume keywords gain enough impressions for us to receive statistically significant results.
2. In most cases, Broad Match keywords are used in Discovery campaigns to search for new keywords, while Exact Match keywords are used for campaign optimization. Exact Match keywords give you the most control over your spend and help avoid the dilution of statistics. That’s why we will use Exact Match as an additional restriction for some filters.
3. It’s all about sorting. We recommend to sort by spend to determine and pay attention to the most expensive keywords and groups, and by impressions, which can help potentially scale the impressions volume. By doing this, you focus on what can maximize the efficiency of your Apple Search Ads campaigns.