Apple Search Ads Filters: Spend Wasters

Now let’s explore some filters that help identify the keywords that drive your spend up.

1) Non-converting keywords (without Goals)

To find keywords that never convert, set the Spend filter above your threshold and Goals at zero.

Suppose your Target Cost per Goal (Target CPG) is $20, then your spend threshold will be 3 x Target CPG = $60. With such parameters, filter out the keywords with Spend > $60 and Goals < 1:

ASA Target Cost per Goal

What can be done? Pause such keywords and/or add them to Negative keywords because they waste your spend.

2) Keywords that have exceeded Target Cost per Goal (bottom range converters)

Filter out the keywords with at least one Goal and CPG > Target CPG. For example, if your Target CPG = $20, set CPG > $20.

Apple Search Ads Target CPG

What can be done? Decrease CPT Bid by 10-20%.

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