The Importance of an Ideal Campaign Structure

Crafting the ideal campaign structure is essential for maximizing the effectiveness of your ad distribution. By understanding and defining what the ideal state looks like, you can create the most optimized and effective ad campaigns.

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Prerequisite Knowledge

General Keywords as Category Keywords in ASA

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Before diving into the main topic, it's important to understand that in ASA, general keywords are referred to as "category keywords." For instance, keywords like "Spotify" and "YouTube Music" fall under the general keyword "song apps." In the context of media player apps, there are categories such as "stream music" and "free podcasts" that target potential users.

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Understanding this terminology is crucial to avoid confusion when discussing ASA strategies. The term "category keywords" aligns with Apple's definition, representing broad categories like "song apps," "stream music," and "free podcasts."

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Types of Campaign Structures

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There are three main types of campaign structures for ad distribution:

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1. Single Campaign

This structure involves creating just one campaign, under which all ad groups and keywords are included. For example, if you have 100 keywords, they are all placed within this single campaign. This approach can be straightforward but may lead to inefficient budget allocation.

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2. Standard Campaign Structure

The standard structure divides the campaign into four types: Brand, Category, Competitor, and Research campaigns. Each campaign contains related keywords to ensure effective ad distribution. This method, endorsed by Apple, aims to comprehensively cover relevant keywords.

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3. Recommended Campaign Structure

Our recommended structure further refines the standard approach by breaking down the Category and Competitor campaigns into more detailed segments. This allows for more precise keyword inclusion and effective ad management.

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Understanding these three structures helps in selecting the appropriate one for effective ad distribution.

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ASA Campaign Classification

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Apple widely promotes classifying keywords into Brand, General (Category), Competitor, and Research categories. This classification is fundamental for most advertisers. It is recommended to submit Brand and General (Category) keywords as exact matches, ensuring ads are shown only for specific keywords. Broad matches or search matches can display ads for related keywords, which might dilute ad effectiveness. Apple generally advises using exact matches to maintain relevance and effectiveness.

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Drawbacks of Each Campaign Structure

Single Campaign Drawbacks

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Single campaigns can be costly and inefficient in identifying top-performing keywords. For instance, with a budget of $1 Million and 100 keywords, distributing the budget across all keywords can delay the discovery of high-performing keywords. Splitting campaigns can help allocate the budget more effectively to promising keywords.

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Standard Campaign Drawbacks

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In standard campaigns, the large number of Category and Competitor keywords can complicate keyword analysis and campaign evaluation. Keywords not categorized under Brand or Research tend to cluster in Category and Competitor campaigns, making it difficult to allocate budget efficiently and conduct detailed keyword analysis.

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Recommended Campaign Structure

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Our recommended structure addresses these issues by increasing the number of Category and Competitor campaigns to distribute keywords more effectively. This allows for efficient budget allocation and faster identification of high-performing keywords. However, this structure requires more effort and time for setup and management. Despite the extra work, it enables effective budget allocation and keyword management, making it highly beneficial for customers.

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Implementing the Recommended Campaign Structure

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To set up this structure:

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Segment your keywords: Break down Category and Competitor keywords into more detailed segments.

Allocate budget effectively: Ensure each segment receives appropriate budget allocation based on performance.

Monitor and adjust: Regularly analyze keyword performance and make necessary adjustments to optimize results.

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Using tools and platforms like V.O.X can streamline this process, making it easier to manage the additional workload.

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Conclusion

Defining the ideal campaign structure: Crucial for effective ad distribution.

Understanding campaign structures: Helps in selecting the most effective one.

Recommended structure: Allocates budget efficiently and focuses on high-performing keywords.

Managing workload: Platforms like V.O.X help manage the additional effort effectively.

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Summary:

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✅Ideal campaign structure is critical for pre-launch ad setup.

✅Three main campaign structures help in effective ad distribution.

✅Our recommended structure maximizes budget efficiency and keyword performance.

✅Platforms like V.O.X help manage the additional workload effectively.

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About Liberteenz and V.O.X

With over 17 years of experience in app development and marketing, Liberteenz is a leader in the global market, offering unmatched expertise and innovative solutions. Our product, V.O.X, is an all-in-one app marketing platform that seamlessly unites App Store Optimization (ASO), Search Ads, and Creative efforts. Designed for automation and maximum growth, V.O.X ensures your app excels in a competitive marketplace by effectively reaching and engaging your target audience.