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:
What can be done? Pause such keywords and/or add them to Negative keywords because they waste your spend.
Filter out the keywords with at least one Goal and CPG > Target CPG. For example, if your Target CPG = $20, set CPG > $20.
What can be done? Decrease CPT Bid by 10-20%.