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To help you clarify the account structure of ASA

Last week we organized the process of creating an account, this week we will introduce the account hierarchy and what can be set for each level. The functional interface of an agent account is slightly different from that of a normal account, so the content of this article is based on a normal account.

Table of Content

To help you clarify the account structure of ASA


There are three types of Apple IDs that can be used to create an ASM account (Account): developer-authorized account, bound developer account, and agent account, and different accounts have different permissions to place ads.

Click Settings in the top right corner of Search Ads to set up your account information.

There are 4 sections in the account settings.

Overview (basic information)

Here you can modify some account information, such as account name, contact name, contact information, etc. (including time zone and currency can not be modified), all these information are filled in when creating the account.

User Management

User Management allows you to create user roles, below we have organized the user roles that can be created and the corresponding permissions.

API (Application Program Interface)

The API certificate created can be docked to the program of developers or agents, and the program will display data and operate adjustment.

Click Create API Certificate in the API module to create the certificate.

When creating the certificate, you can set the permissions, which are similar to those in User Management. The difference is that the role created in User Management can only view data or perform operations in the official backend, while the API can be connected to other programs, such as the channel statistics backend within the enterprise.

After creation, you have to wait for a few minutes to refresh and then you can download the API certificate.


ASM ads are charged when spending reaches $500 or every 7 days, and you will receive an email notification at the email address you specified when setting up your credit card.

Campaign Group

Campaigns are the core tier of ASM. Placement staff can create similar campaigns into a Campaign Group.

For example, different project teams of a company can use their own Campaign Group to make it easier to distinguish statistics; or advertising agencies can create different Campaign Groups for different clients; for most regular developers, a single Campaign Group is sufficient.

The bid plan group settings are located in the top left corner of the page, click on CAMPAIGN GROUPS and a drop down box will appear.

Bidding Plan Group Settings Screen

There are only two settings available in the Campaign Group: the Campaign Group name and the account linked to the App Store.


Campaign is the most important level in the entire account structure, and each campaign corresponds to an App that places ads (an App can also create multiple campaigns).

A single campaign can be placed in a single country and region, or in multiple regions. Multi-region ad plans are not very friendly in terms of data presentation, as the basic data report cannot distinguish between individual countries and can only be viewed in the Chart module.

Therefore, for those who have a need to refine the placement of each region, it is best to create a separate campaign for each region of each app.

If you do not have a strong need for granularity, you can create a multi-region campaign.

The settings for the campaign are Edit campaign settings in the upper right corner of the campaign page.

Campaign settings screen

Campaign can set the App and the region where the ad will be placed, and the budget settings are divided into total budget settings and daily budget settings.

Ad Group (Keyword Group)

The keywords placed in ASM are keywords. In order to facilitate our statistics and classification, we can group keywords with the same attributes or data, i.e. Ad Group.

For example, we can classify keywords according to: bidding phrase, industry phrase, expansion phrase, etc..

Or according to different matching modes can be divided into: precise key phrase, fuzzy key phrase, auto-match key phrase, etc.

Keyword groups can be set up with more information and are divided into 3 parts.

– CPT bid setting and target installation cost setting

– Whether to turn on automatic search matching

– Set the target user’s device, type, gender, age, region and time interval of ad opening


Keywords in ads are classified into placement words, search words and blocked words.

Keywords are the keywords that we place ourselves.

Search Terms are the keywords that users specifically search for.

Regarding the difference between placement terms and search terms we can explain with an example.

For example, if we put in the keyword “game” and turn on fuzzy match, when the customer searches for “free game” and matches the bidding ad for “game”, then the ad data will be counted as Keywords. Then the ad data will be included in “game” of Keywords and “free game” of Search Terms, so the placement term is not necessarily equal to the search term.

Negative Keywords need to be set up by the publisher, and the keywords added to the blocked terms will not be shown in the ads when users search for them.

If you want to adjust the matching pattern, you need to upload a document to modify it, and we will explain it in the article that teaches you how to create ads.

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