Ads Manager has eight layers: Account, Apps, Campaigns, Ad Groups, Keywords, Search Terms, Creative Sets, Negative Keywords.

On the first layer of Ads Manager, Account layer, by clicking on the +Create button you can create an integration to your Apple Search Ads account.

You can also update keyword bids, compare accounts, and download data for all the accounts you have or the ones you have selected by clicking on Actions. Moreover, you can create automation rules for the selected accounts by clicking on the Automation Rule button.

On the Apps layer, by selecting the app you want to work on, you can start creating campaigns and ad groups as well as adding automation rules to them.

On the Campaign and Ad Group layers, for all the accounts or the ones you have selected, you can create campaigns/ad groups from scratch by clicking on the +Create button, enable and pausing the campaign/ad group status, edit, duplicate, or delete the campaigns/ad groups, update keyword bids, add labels for grouping your keywords, compare selected campaigns/ad groups in the chart and can download the data from the Action button.

You can also add automation rules on campaign or ad group levels by selecting the campaign you would like to add automation and simply clicking on the +Automation Rule button right of the Actions button.

On the Keyword and Search Terms layers, you can find the details of your keywords, search terms, and bids in this section.

As can be seen below, by hitting the +Add Keywords button, you can add new keywords

Also, you can select specific or all keywords and by clicking on the Actions button you can activate or pause them, update bids, copy selected keywords, compare selected keywords, upload or download them.

On the Search Term layer, by clicking on the Actions button, you can add search terms as keywords, add as negative keywords, copy selected search terms, or download data.

On the Creative Sets layer, you can find the details of your creative sets. You can create new creative sets by clicking on the +Create button, edit or duplicating the existing creative sets.

In addition to that, from the Actions button, you can enable or pause the creative sets, duplicate them, compare selected items, or download data.

In the last layer of Ads Manager, Negative Keywords, you can find the details of your negative keywords. By clicking on the +Add Negative Keywords button, you can add all your negative keywords as a bulk.

You can delete or copy selected/all keywords, upload negative keywords and download data in this layer as well.