Discovery campaigns in Search Ads
The key purpose of discovery campaigns is to find relevant terms, long-tail keywords, synonyms, misspellings, etc., using the Search Ads match types with the widest reach.
Broad match keywords
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 terms 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 without the word “game”. In other words, these are related (new root) keywords.
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, but it doesn’t require 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 gradually add new relevant keywords to your ad account. Below you can find a 6-step keyword expansion algorithm.