Question 1

What’s the difference between Apple Ads Basic and Advanced?

Accepted Answer

Basic automates much of the setup and uses cost-per-install pricing. Advanced gives you keyword, audience and bid controls, with cost-per-tap pricing. Selfdrive is the next step when you want that control without personally managing every keyword and bid.

Question 2

How much do Apple Search Ads cost?

Accepted Answer

There is no universal price. In Advanced, you set bids and pay for taps; the cost of acquiring an install depends on competition and conversion. Your Apple ad spend is separate from Selfdrive’s agent usage. Start with a budget you can evaluate against your app’s economics.

Question 3

How should Apple Search Ads campaigns be structured?

Accepted Answer

Keep campaigns organized around the app, target market and search intent. Separate distinct keyword themes so performance is understandable, and keep discovery tests visible instead of mixing everything into one group. Selfdrive proposes a structure for your app and reports which parts are working.

Question 4

Do I need my own Apple Ads account?

Accepted Answer

Yes. Connect an Apple Ads account that can advertise your app and has billing configured. You retain the account and choose the budget.

Question 5

What’s the minimum budget?

Accepted Answer

There is no published universal Selfdrive minimum. Your budget needs to support useful testing in the markets and keyword auctions you choose. Check the amount offered during setup and start at a level you can afford to test.

Question 6

Can it spend above my budget?

Accepted Answer

Selfdrive does not authorize an increase beyond the budget you set. Apple’s daily budget is an average: delivery can exceed it on an individual day, while Apple applies its monthly limit. Review Apple’s budget rules before treating a daily setting as a hard per-day cap.

Question 7

How does it choose keywords?

Accepted Answer

It researches terms relevant to your app and reviews the performance data available from your connected accounts. It uses that evidence to test new terms, adjust bids and retire weak performers.

Question 8

How fast does it pause losing keywords?

Accepted Answer

Keywords are reviewed as part of the agent’s recurring work when performance data is available. This is not an instant stop-loss guarantee: provider reporting can lag and a new keyword needs enough data to judge. You can pause a campaign yourself at any time.

What matters	Selfdrive	Agency	Do it yourself
Setup	Connect accounts and approve a campaign plan.	Brief an account team and agree a scope.	Research terms, structure campaigns and set bids yourself.
Ongoing work	Agent reviews bids, keywords and performance.	An account team manages the agreed campaigns.	You monitor reports and make each adjustment.
Visibility	Daily report with results, actions and next moves.	Reporting follows the service agreement.	You assemble reports from your accounts.

Apple Search Ads on autopilot.

What you’ll need

How the Apple Search Ads agent works

Connect your account

Find intent

Run and review

Keep what works

What you approve

What runs automatically

Your daily Apple Search Ads report

Controls and limits

Usage and costs

Selfdrive and Agency

Common questions

Start with your app.