Is it ideal to run an Apple Ads Basic campaign?

Hello everyone!

We have a running Apple Ads Basic campaign - we actually just found out recently as it wasn't visible on the Advanced ads manager. We saw how good the performance is based on the CPI. Our previous CPI ranges between $1-$5, that's why we paused everything under Apple Ads. But seeing the performance on the one under Basic, we're now thinking if it's ideal to continue this or pause it. We have a few questions and we're hoping someone here would give us recommendations or would share their thoughts!

  1. How does the Apple Ads Basic's algorithm works?
  2. Does it only run on one placement, the Search Results?
  3. Is it cost-effective because it's only triggering branded keywords?

We also did a few research but still left confused. On #1, we only saw that it maximizes download. On #2, we found some articles saying this but we'd still love if someone would confirm. On #3, we saw an article that if it's our first time to run a campaign, it would only trigger branded keywords. But we've ran multiple campaigns on Advanced, even in different placements, so this is somehow related to question #1.

Please share if you have any thoughts or experience! Thank you so much 😊

Is it ideal to run an Apple Ads Basic campaign?
 
 
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