The key purpose of discovery campaigns is to find relevant terms, misspellings, long-tail keywords, synonyms, etc., using the Search Ads match types with the widest reach.

Broad Match

As you can see in the picture, if you create a group with several broad match keywords and set a small budget, you can generate partial words, long variants, synonyms or related search terms. Just what we need! And most importantly, these keywords will have a high relevance score.

After your campaign has run for a while, you can dive into the search term report and start generating great keyword ideas.

Below you can see a search terms report for a broad match keyword “games”. On purpose, we’ve selected the search terms that don’t contain the word “game”, in other words, these are related (new root) keywords.

Search Match

Search Match automatically matches your ad to relevant search terms without you having to identify and actively bid on keywords. It relies on multiple resources, including your App Store page metadata, the information on similar apps in the same genre, and other search data.

The basic idea of Search Match is similar to that of the broad match technique, however, there’s no need to specify the list of keywords. The method helps discover keywords that could be missed, for example, search queries for competitors’ apps or even localized keywords.

Search Match can be wildcard, as you never know what exactly it will come up with.

Thus, the most effective way to increase your traffic volume is to regularly analyze Search Terms and gradually add new relevant keywords to your ad account.

For a multistep keyword expansion algorithm see our article on Search term optimization best practices.

Ad groups structure within a discovery campaign

You have to create a separate discovery campaign for each storefront and set a comfortable budget to spend on searching new keywords.

Obviously, the bigger the budget, the faster you will find more high-performing keywords. On the other hand, there’s no point in cutting the budget severely, as you may miss the potential profit that the discovered keywords can bring. A good idea is to apply the 20/80 rule, i.e. allocate 20% of your budget for a discovery campaign.

Since the main purpose of a discovery campaign is to generate as many search terms as possible, there is no much point in breaking it into targeting groups. This will only produce low volume terms and make management more complicated.

The initial structure setup may look like this:

  1. Create a separate Discovery campaign for each storefront and set a comfortable budget.

  2. Within the same campaign, create a separate Broad Match ad group with broad match keywords and with Search Match disabled.

  3. If you already have a list of exact match keywords, add them to the broad match group as broad match keywords. This will speed up the process.

  4. To avoid competition for impressions, the keywords from your broad match campaign that you transfer to exact match campaigns should be added as negative exact match keywords to the discovery campaign (Shared list of negative exact keywords, as shown in the chart below).

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