Keyword Traffic Routing On Apple Search Ads

you can sometimes lower your cpa by routing traffic between keywords.

let's say you have two keywords in the same ad group with different cpas.

while reviewing your search terms, you notice the same search term is being matched to both keywords.

if one keyword consistently performs better for that search term, you can move the other keyword to a separate ad group and add the search term as a negative in that ad group.

this lets you route that search term through the better-performing keyword instead of having it matched by both.

it's a simple optimization, but it can make a noticeable difference over time.