Apple Introduces Bulk Ads Editor to Streamline Ad Campaign Management

Apple has recently unveiled its latest innovation in advertising management: the Bulk Ads Editor. This new tool empowers advertisers to make simultaneous updates across multiple campaigns and ad groups, streamlining the process and enhancing efficiency.

The Bulk Ads Editor is a powerful feature that allows advertisers to make various edits to campaign settings, daily budgets, maximum bids, audience targeting, and more. By providing a centralized platform for making these changes, advertisers can save time and effort in managing their Apple Search Ads.

To access the Bulk Ads Editor, users need to navigate to the Actions menu on the campaigns dashboard. From there, they can download the settings they wish to edit into a spreadsheet format. After making the necessary changes, advertisers can then upload the updated spreadsheet, and the new campaigns will be set live.

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Apple’s Guidelines for Using the Bulk Ads Editor

Apple has provided several guidelines to ensure effective use of the Bulk Ads Editor:

1. 500 Rows Limit: Users can add a maximum of 500 rows to the spreadsheet, with each row corresponding to specific campaign and ad group information. All campaigns must belong to the same campaign group.
2. Value Separation: When entering multiple values, such as countries or regions, users should separate each value using commas. For example, if a campaign needs to target the United States, Italy, and Greece, the values should be entered as US, IT, GR in the Countries or Regions column.
3. Currency and Pricing Model: All monetary data, including daily budgets and bid amounts, will utilize the currency set for the Apple Search Ads account. The cost-per-tap (CPT) pricing will be displayed as CPC, or cost-per-click, in the Pricing Model column. Previous Search tab campaigns using cost-per-thousand-impressions (CPM) pricing will show CPM in the Pricing Model column, but all active Search tab campaigns now operate with CPT pricing.
4. Date and Time Formatting: Dates and times for campaign or ad group start and end dates should follow the format: YYYY-MM-DD HH:MM:SS, with the time zone set according to the Apple Search Ads account.
5. Dayparting: Users can specify particular days of the week or specific times for ad display by entering numbers ranging from 0 to 167 in the Dayparting column. These numbers represent the hours of a week beginning from Sunday 12:00 a.m. For example, to run ads on the App Store from 6:00 a.m. on Fridays until noon on Saturdays, users would enter 126 to 156.
6. Audience Refinements: When applying audience refinements to ad groups, customers with Personalized Ads turned Off will automatically be excluded. This restriction reduces the number of customers who see the ads on the App Store.
7. Users can use the Include Returning Users and Exclude Returning Users columns in the template to focus on specific audience types.
   • All users: Leave both the Include Returning Users and Exclude Returning Users columns blank in the spreadsheet.
   • New users: In the Exclude Returning Users column, enter the app ID of the featured app in the campaign.
   • Returning users: In the Include Returning Users column, enter the app ID of the featured app in the campaign.
   • Users of other apps: In the Include Returning Users column, enter the app IDs of any other apps. This allows ads in the campaign to be shown to users of those apps, facilitating cross-promotion of products.

The Convenience of Bulk Editors for Advertisers

Bulk editors have become an essential tool for advertisers, as they significantly simplify the process of managing multiple ads simultaneously. By allowing changes across multiple campaigns and ad groups at once, advertisers can save considerable time and effort.

However, Apple’s version of the Bulk Ads Editor does appear to be more technical and time-consuming compared to some other platforms, given the requirement for template uploads and downloads. Despite this, it is still a valuable tool worth exploring for those managing Apple Search Ads.

To assess its suitability for your needs, consider giving the Bulk Ads Editor a try and gauge its impact on your advertising workflow.