Marketing strategy and industry changes across Apple Ads, Meta, Google and measurement.
Apple Search Ads is adding ads to the Today tab and to the bottom of product pages, starting October 25. These are browse placements, not search, so budget and read them separately.
A workable Apple Search Ads account separates brand, category, competitor and discovery traffic. Here is the structure, match types and negative keyword rules that keep it clean.
Apple Search Ads can now run custom product pages as ad variations in search results. The gain comes from pairing each keyword theme with a page that answers that search, not from making more pages.