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The value-based structure takes advantage of different abilities that you get at different levels of your Apple Search Ads account hierarchy. By breaking out keywords into separate campaigns by tiers, you get more control over the budget. The Tiers (Tier 1, Tier 2, etc.) is what differentiates the value based account structure. The recommended structure should have:Brand campaign, where you deploy as much budget as possible in order to acquire high-value users. Discovery campaign,. where you use Search Match and broad match keywords with bids high enough to be competitive in an auction and produce search term-level visibility.
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