Creative Sets best practices
Ways to use Creative Sets
Align to ad group keyword themes
For example, if you have a travel app that covers flights, hotels and car hire, you could use Creative Sets to focus on a specific offering. Here’s how:
- A set using flight-related screenshots may be used to align to an ad group with keywords focused on flight booking.
- A set using hotel-related screenshots may be used to align to an ad group with keywords focused on hotel bookings.
Align to audience types
For example, if you have a shopping app, you could show a screenshot or app preview featuring women’s fashion to a female audience, and men’s fashion to a male audience.
Use the same assets across display sizes
This will help provide greater clarity around performance.
- Upload assets for iPhone 6.5” and 5.5” displays.
- Upload the optional iPhone 5.8” display assets.
- Upload assets for iPad 12.9” display.
You may also want to create separate ad groups for iPhone and iPad, as ad formats and performance on the devices can vary.
Carefully choose assets for your Creative Sets
- Avoid selecting only assets denoted as “default”. Default ads are already created for you by Apple Search Ads. Add at least one new set, or you won’t see ad variations. Default ads can run against any set for best results.
- For the best control over ads and the cleanest reporting, consider selecting a maximum of three portrait or one landscape asset for each display size on iPhone, or a maximum of two portrait or one landscape asset for iPad. Under this set-up, you can view the performance data for each ad variation.
For example, if you have a travel app and wanted to see if a Caribbean hotel image performed better than a Hawaiian hotel image, you’d:
- Add one set with three Caribbean hotel images
- Add one set with three Hawaiian hotel images
Both ad variations would run against the default ad image. Because you consistently used the same number of assets for each theme, it will be easy to see which ad variation performed the best in your reporting.