Webinar tailored for UA managers who run Apple Search Ads and are struggling to scale and optimize this ads channel. SearchAdsHQ team shares techniques to optimize the main ASA metrics.
Notes for this resource are currently being transferred and will be available soon.
Reports do not include data for in-app purchases. ASA counts downloads only. To measure post-install events and ROI you can either:
CPA = spend / (# of actions)
You need to get users that perform the target action(s) at a lower cost.
It starts by calculating your target CPA based on your ARPU and LTV, accounting for how much users bring you but also Apple taxes, fixed costs, etc (hence the percentages below)
Max CPT Bid = CR * Target CPA * 1.2
The 1.2 is to account for the second price auction (difference between the CPT and the actual bid).
[💎@12:23] CPA bid optimization has to be applied to each Keyword according to its specific funnel.
CPA optimization should be performed continuously because LTV, keywords bid, etc. are dynamic.
If many different purchases possible within an app (e.g. of a game where you buy virtual goods), then you can't calculate the CPA. So you calculate ROAS which shows the money you make for each campaign for each $ spent.
Goal: keep returns at a particular level.
Like for CPA, you can approximate Apple fees and operational costs to 50%.
Define your target ROAS: 2.5x, 4x.
[💎@16:25] Data discrepancies in Apple Search Ads range from 30% to 70% as revenue can be hidden: attributed to organic or other marketing channels.
Examples:
[💎@19:34] This is why you want to consider adjusting your ROAS to take these and other factors into account.
The higher your CPT bids are, the sooner your ad budget fades.
But low CPT bids decrease your chances of hitting the auction.
5 ways to optimize bids:
CV is the number of conversions generated over a certain period. Does not account for inefficiency.
To optimize CV:
You can optimize CR at any funnel stage.
From 8k ad campaigns and 3M keywords.
(most other questions were not answered)
Reports do not include data for in-app purchases. ASA counts downloads only. To measure post-install events and ROI you can either:
CPA = spend / (# of actions)
You need to get users that perform the target action(s) at a lower cost.
It starts by calculating your target CPA based on your ARPU and LTV, accounting for how much users bring you but also Apple taxes, fixed costs, etc (hence the percentages below)
Max CPT Bid = CR * Target CPA * 1.2
The 1.2 is to account for the second price auction (difference between the CPT and the actual bid).
[💎@12:23] CPA bid optimization has to be applied to each Keyword according to its specific funnel.
CPA optimization should be performed continuously because LTV, keywords bid, etc. are dynamic.
If many different purchases possible within an app (e.g. of a game where you buy virtual goods), then you can't calculate the CPA. So you calculate ROAS which shows the money you make for each campaign for each $ spent.
Goal: keep returns at a particular level.
Like for CPA, you can approximate Apple fees and operational costs to 50%.
Define your target ROAS: 2.5x, 4x.
[💎@16:25] Data discrepancies in Apple Search Ads range from 30% to 70% as revenue can be hidden: attributed to organic or other marketing channels.
Examples:
[💎@19:34] This is why you want to consider adjusting your ROAS to take these and other factors into account.
The higher your CPT bids are, the sooner your ad budget fades.
But low CPT bids decrease your chances of hitting the auction.
5 ways to optimize bids:
CV is the number of conversions generated over a certain period. Does not account for inefficiency.
To optimize CV:
You can optimize CR at any funnel stage.
From 8k ad campaigns and 3M keywords.
(most other questions were not answered)
Reports do not include data for in-app purchases. ASA counts downloads only. To measure post-install events and ROI you can either:
CPA = spend / (# of actions)
You need to get users that perform the target action(s) at a lower cost.
It starts by calculating your target CPA based on your ARPU and LTV, accounting for how much users bring you but also Apple taxes, fixed costs, etc (hence the percentages below)
Max CPT Bid = CR * Target CPA * 1.2
The 1.2 is to account for the second price auction (difference between the CPT and the actual bid).
[💎@12:23] CPA bid optimization has to be applied to each Keyword according to its specific funnel.
CPA optimization should be performed continuously because LTV, keywords bid, etc. are dynamic.
If many different purchases possible within an app (e.g. of a game where you buy virtual goods), then you can't calculate the CPA. So you calculate ROAS which shows the money you make for each campaign for each $ spent.
Goal: keep returns at a particular level.
Like for CPA, you can approximate Apple fees and operational costs to 50%.
Define your target ROAS: 2.5x, 4x.
[💎@16:25] Data discrepancies in Apple Search Ads range from 30% to 70% as revenue can be hidden: attributed to organic or other marketing channels.
Examples:
[💎@19:34] This is why you want to consider adjusting your ROAS to take these and other factors into account.
The higher your CPT bids are, the sooner your ad budget fades.
But low CPT bids decrease your chances of hitting the auction.
5 ways to optimize bids:
CV is the number of conversions generated over a certain period. Does not account for inefficiency.
To optimize CV:
You can optimize CR at any funnel stage.
From 8k ad campaigns and 3M keywords.
(most other questions were not answered)
