How Apple Search Ads Advanced campaigns work
Campaigns are set to run ads either in App Store search results ads or on the App Store Search tab. Depending on your ad placement, campaigns can contain ad groups, audience refinements, and keywords, which you select based on your goals for the campaign. Campaigns, ad groups, and keywords can be duplicated, paused, and reactivated at any time. You can create as many campaigns as you need, and can remove unwanted or obsolete campaigns or ad groups from your account any time. Keep in mind that once you remove a campaign or ad group, it can’t be restored or modified, and all ads for that campaign or ad group will stop running.
There are a variety of different ways to organize and manage keywords. Before you begin creating search results campaigns, take a look at our best practices for how to structure them and organize keywords within them.
See campaign structure best practices
If you’re an agency, please contact us. Agencies that plan to promote third-party apps can have Apple Search Ads accounts set as Agency accounts. Note that your account should be set up by the legal entity that’s invoiced by Apple for all Apple Search Ads Advanced campaigns (and campaign groups) in the account. Don’t create a campaign group if you’re an agency whose client wants to own their account or be billed directly. If your client would like to be invoiced directly, they should create their own Apple Search Ads account and invite you as a user. The Agency setup process can take time and isn’t guaranteed.
If you create a campaign before adding a payment method, your ads will automatically start running when a valid payment method is added to your account, unless you set your campaign status to Pause. To prevent a campaign from automatically running after creation, set its status to Pause during campaign creation then change the status to Run when you’re ready to start it, or schedule a specific date upon which you’d like it to start.
Tip: Get a head start on reaching the right customers.
If you want to cross-promote to users of your other apps and add them as an audience customer type, make sure to use the Apple ID associated with your App Store Connect account when you sign up for Apple Search Ads.