AppTweak · LinkedIn
5 insights on Paid UA and Apple Search Ads from 2 talks and podcasts, each with the quote and a link to the moment it was said.
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The conversion rate of your competitors for your brand terms is most likely somewhere between your ASA conversion rate for your competitors’ keywords (e.g. 5.36%) and your ASA conversion rate for your brand terms (e.g. 16.27%). The closer your competitor is from you (look at your organic keyword ranking), the higher that conversion rate should be.
Measuring the Costs of Cannibalization in Apple Search Ads · Featured in Growth Gems #100
Apple indexes the long description for keyword relevance for ASA, even though the long description doesn’t get indexed for organic keyword search results.
Measuring the Costs of Cannibalization in Apple Search Ads · Featured in Growth Gems #100
Deduce the cost per defended install by using the volume of impressions you are currently getting when bidding for your brand terms, the hypothetical competitor CVRs and your ad spend.
Measuring the Costs of Cannibalization in Apple Search Ads · Featured in Growth Gems #66
⛏️ Going Deeper: this clearly highlights the power of having a strong brand, as it will make it harder for your competitors to convert well on your brand terms.
To define your bids when targeting competitors on their brand terms, revert the model assumptions to determine who might be the most vulnerable target (i.e. the apps you’re the closest to in terms of CVR).
Measuring the Costs of Cannibalization in Apple Search Ads by Simon Thillay @ AppTweak at 19:35 · Featured in Growth Gems #66
The difference between cannibalized and protected lies in the question: “if an Apple Search Ads impression goes to a competitor rather than my app, which app does the user choose to download?”. It’s all about comparing conversion rates.
Measuring the Costs of Cannibalization in Apple Search Ads by Simon Thillay @ AppTweak at 5:07 · Featured in Growth Gems #66