Incipia blog

NEW Apple Search Ads 201: Value-Based Account Structure

Gabe Kwakyi | May 9, 2023

Today's video is an overview of a new Apple Search Ads account structure that we have developed and recommend for optimal ROI.

In summary:

  • Use an exploration campaign to discover new search terms
  • Add search terms as exact match keywords to report on downstream ROI
  • Break keywords into campaigns based on keyword value (i.e. tier 1 = high LTV; tier 2 = medium LTV; tier 3 = low LTV)
  • Reduce bids for lower tiers and target CAC = LTV
  • Waterfall unspent budget downward through tiers


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Incipia is a mobile marketing consultancy that markets apps for companies, with a specialty in mobile advertising, business intelligence, and ASO. For post topics, feedback or business inquiries please contact us, or send an inquiry to