Advanced Features

Search Ads advanced features give you morecontrol over your campaigns. You can use them to define when your ads may beseen, and by whom. Keep in mind that if you narrow your audience too much, youwill reduce the potential impressions for your ads.

Device type

Search Ads defaults to showing your ads tousers of the device types your app is compatible with. You can also choose toshow your ads only on iPad or iPhone, or set different bids and audiencecriteria by device.

Example:

After running ads for a few weeks, younotice the tap-through rate (TTR) and conversion rate of people viewing your adon iPad is higher than on iPhone.

Consider creating an ad group specificallyfor iPad users. This can help you optimize your campaigns by setting a CPT bidthat will maximize your impressions and reach with iPad users.

Locations

Search Ads supports location refinementwithin each country. If your app only serves certain areas, this featureensures you don’t waste your budget showing ads for searches occurring outsideof those areas.

Some examples include:

• A food delivery app that only serves thearea around San Francisco.
• A company licensed to do business only inNew York.
  

Keywords

Search Ads provides a list of recommendedkeywords relevant to your app and its genre. To add any of them to your adgroup, simply click on the plus sign.

You can also add your own keywords. SearchAds will then show you more related to the ones you included. Be sure to choosewords that accurately reflect how people might search for your app.

If you have bulk lists of keywords youwould like to upload, you can do this in the Keywords tab of the CampaignManagement tool. You can also bulk upload keywords using the spreadsheets inthe Keywords tab of the Campaign Management tool:

Download Keywords CSV Template
Download Negative Keywords CSV Template

Working with match types

A match type is a keyword setting thathelps you control how your ads are matched to user searches. There are twotypes you can apply: broad match and exact match. We recommend you runcampaigns with both match types to ensure good coverage and performance.

Broad match

This is the default match type in SearchAds. Broad match ensures your ad will run on relevant close variants of akeyword, such as singular, plurals, misspellings, synonyms, related searches,and phrases that include that term, fully or partially.

Use broad match to save time on buildingkeyword lists. Search Ads can do the work for you so you don’t have to think ofevery possible keyword combination.

Broad match also helps ensure you do notmiss out on relevant searches y ...

Advanced Features

Search Ads advanced features give you morecontrol over your campaigns. You can use them to define when your ads may beseen, and by whom. Keep in mind that if you narrow your audience too much, youwill reduce the potential impressions for your ads.

Device type

Search Ads defaults to showing your ads tousers of the device types your app is compatible with. You can also choose toshow your ads only on iPad or iPhone, or set different bids and audiencecriteria by device.

Example:

After running ads for a few weeks, younotice the tap-through rate (TTR) and conversion rate of people viewing your adon iPad is higher than on iPhone.

Consider creating an ad group specificallyfor iPad users. This can help you optimize your campaigns by setting a CPT bidthat will maximize your impressions and reach with iPad users.

Locations

Search Ads supports location refinementwithin each country. If your app only serves certain areas, this featureensures you don’t waste your budget showing ads for searches occurring outsideof those areas.

Some examples include:

• A food delivery app that only serves thearea around San Francisco.
• A company licensed to do business only inNew York.
  

Keywords

Search Ads provides a list of recommendedkeywords relevant to your app and its genre. To add any of them to your adgroup, simply click on the plus sign.

You can also add your own keywords. SearchAds will then show you more related to the ones you included. Be sure to choosewords that accurately reflect how people might search for your app.

If you have bulk lists of keywords youwould like to upload, you can do this in the Keywords tab of the CampaignManagement tool. You can also bulk upload keywords using the spreadsheets inthe Keywords tab of the Campaign Management tool:

Download Keywords CSV Template
Download Negative Keywords CSV Template

Working with match types

A match type is a keyword setting thathelps you control how your ads are matched to user searches. There are twotypes you can apply: broad match and exact match. We recommend you runcampaigns with both match types to ensure good coverage and performance.

Broad match

This is the default match type in SearchAds. Broad match ensures your ad will run on relevant close variants of akeyword, such as singular, plurals, misspellings, synonyms, related searches,and phrases that include that term, fully or partially.

Use broad match to save time on buildingkeyword lists. Search Ads can do the work for you so you don’t have to think ofevery possible keyword combination.

Broad match also helps ensure you do notmiss out on relevant searches y ...