In Apple Search Ads, keywords are generally not case sensitive, meaning that they will match user searches regardless of the capitalization of the keywords. For example, if you have the keyword “fitness app” in your campaign, it will match user searches for “fitness app,” “Fitness App,” “FITNESS APP,” and any other variation of capitalization.
However, it’s important to note that Apple Search Ads does support the use of exact and phrase match keywords, which are case sensitive. Exact match keywords will only match user searches for the exact keyword phrase, including capitalization, whereas phrase match keywords will only match user searches that include the exact keyword phrase in the correct order, with the possibility of additional words before or after the phrase.
For example, if you have the exact match keyword “fitness app,” it will only match user searches for “fitness app,” and not for “fitness app,” “Fitness App,” or any other variation. Similarly, if you have the phrase match keyword “fitness app,” it will only match user searches that include the exact phrase “fitness app,” such as “best fitness app” or “fitness app for beginners,” but not for “app fitness” or “fitness app.”
By using a combination of broad, exact, and phrase match keywords, you can have more control over the searches that your ads will match and help ensure that your ads are being shown to the right users at the right time.
