Audit checks / APP-WST-02
Search term bringing no installs
The search terms report shows what people actually typed. A term that took taps and money without one install is the plainest saving in an account, and an exact negative removes that query and nothing else. What Apple hides as low volume has no text to negate.
- Fires when
- A search term no keyword of its ad group targets (Search Match, or a broad match's variant) spent more than 1.5x CPA_t with at least 20 taps and no installs in 30 days.
- What to do
- Add an exact negative keyword on the ad group.
- How the impact is estimated
- waste = the term's spend with no installs over 30 days
- Platform
- Apple Ads
- Severity
- high
- Looks back
- 30 days
- Default thresholds (a workspace can change them)
- min_taps: 20
- spend_x_cpa: 1.5
- Stays silent below
- min_taps in 30 days
- Autopilot
- Never applied automatically.