The science of account structure in Apple Search Ads: How to do it right

Anastasiya, a Content Manager at SplitMetrics, emphasizes the importance of a well-structured Apple Search Ads account for app developers and marketers to enhance user acquisition and maximize ROI. She discusses two primary approaches to structuring these accounts: the Semantics-based approach, which focuses on organizing campaigns around high-performing keywords and user intent, and the Value-based approach, which groups keywords by their lifetime value to optimize budget allocation. Key factors to consider before building an account include campaign goals, target regions, ad relevance, past performance, budget management, and audience segmentation. While the Semantics-based approach is noted for its simplicity and effectiveness, the Value-based approach can potentially yield higher ROI but requires more complex management and continuous monitoring of keyword value. The decision between these approaches should be based on the specific needs and resources of the user acquisition strategy.