Apple Search Ads Keyword Match Types
Exact Match
Broad Match
Search Match
Negative Keywords
Pros and Cons of Each Match Type
Exact Match
Pros:
- Precise targeting.
- High relevance of ad placements.
Cons:
- May miss potential traffic from slight variations of the keywords.
- Higher cost due to more competitive bidding.
Broad Match
Pros:
- Larger audience reach.
- Uncovers new high-value keywords.
Cons:
- Potential for irrelevant traffic.
- Requires continuous monitoring and adjustment.
Search Match
Pros:
- Automates keyword targeting.
- Expands keyword discovery.
Cons:
- Less control over specific keyword targeting.
- May require more refined negative keyword strategies.
Best Practices for Selecting Keyword Match Types in Apple Search Ads
In life, every choice comes with its advantages and disadvantages, and Apple Search Ads keyword match types are no exception. Nonetheless, we can leverage the positive aspects available to us. Here are several best practices to help you select the most appropriate match type for your needs.
Best Practice 1: Align Your Keyword Match Type with Campaign Objectives
Best Practice 2: Consider Your Budget When Planning Bid Distribution
Every marketing team aspires to have an endless ad budget, but not all aspirations become reality. To optimize your Apple Search Ads budget, choose your match types according to your spending capacity. If you wish to emphasize an exact match type, ensure that the keywords strike a good balance between high-traffic, high-competition keywords and low-traffic, high-quality ones. For broad matches, allocate bidding budgets based on the real-time performance of your ad groups. Once you have a solid list of target keywords and a set of negative keywords, you can invest in search matches.
Best Practice 3: Utilize A/B Testing to Identify the Right Match Type
There is no definitive formula for selecting Apple Search Ads keyword match types. A/B testing is essential. For iOS app advertisers, especially those just starting, it's advisable to reserve a small portion of your marketing budget for ongoing A/B testing of keywords or Apple Search Ads keyword groups. A/B testing will reveal which core keywords—whether related to your brand, competitors, categories, multilingual, seasonal, or special themes—perform best. With these insights, you can make informed decisions about which keywords will deliver optimal results with specific match types.
Best Practice 4: Implement Hybrid Layering of Match Types to Optimize Campaign Costs
Seek opportunities within your Apple Search Ads keyword campaigns for hybrid layering of match types. Hybrid layering involves using multiple match types to execute your Apple Search Ads campaigns, which can typically be divided into various ad groups. iOS app marketers can choose different match types for each ad group, allowing for a more strategic distribution of the Apple Search Ads keyword bidding budget across various marketing objectives based on priority. This approach also enables you to compare match types at the campaign level, facilitating informed optimization decisions to maximize Return on Ad Spend (ROAS).
For a concise overview of Apple Search Ads keywords, check out the accompanying infographic that simplifies these concepts for quick understanding!
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