In Apple Search Ads, a campaign is a collection of keywords and ads that target a specific product or group of products. Each campaign has a budget, which is the amount of money that you’re willing to spend on advertising for that particular campaign.

Within a campaign, you can create ad groups, which are collections of keywords and ads that target a specific topic or theme. For example, you might create an ad group for a particular product feature, or for a specific target audience.

For each ad group, you can create one or more ads, which are the actual ads that will be shown to users when they search for the keywords in your ad group. Ads typically include a headline, description, and a link to your app or website.

To optimize your campaign, you can use tools such as keyword targeting, bid management, and ad group targeting to ensure that your ads are being shown to the right users at the right time. You can also use performance data and analytics to track the effectiveness of your campaign and make any necessary adjustments.