5 Main Apple Search Ads Metrics and How to Optimize Them

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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.

Source:
5 Main Apple Search Ads Metrics and How to Optimize Them
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
February 18, 2020
Added to the Vault on:
March 16, 2020
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💎 #
1

CPA bid optimization has to be applied to each Keyword according to its specific funnel. 

12:23
💎 #
2

Data discrepancies in Apple Search Ads range from 30% to 70% as revenue can be hidden: attributed to organic or other marketing channels. 

16:25
💎 #
3

Adjust your ROAS to take into account data discrepancies: adjust your MMP installs by adding redownloads, LAT ON, small margin errors.  

19:34
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💎 #
1

CPA bid optimization has to be applied to each Keyword according to its specific funnel. 

12:23
💎 #
2

Data discrepancies in Apple Search Ads range from 30% to 70% as revenue can be hidden: attributed to organic or other marketing channels. 

16:25
💎 #
3

Adjust your ROAS to take into account data discrepancies: adjust your MMP installs by adding redownloads, LAT ON, small margin errors.  

19:34
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💎 #
1

CPA bid optimization has to be applied to each Keyword according to its specific funnel. 

12:23
💎 #
2

Data discrepancies in Apple Search Ads range from 30% to 70% as revenue can be hidden: attributed to organic or other marketing channels. 

16:25
💎 #
3

Adjust your ROAS to take into account data discrepancies: adjust your MMP installs by adding redownloads, LAT ON, small margin errors.  

19:34
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Become a member to:
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You can also head over directly to this topic in the community

Notes for this resource are currently being transferred and will be available soon.

Where to check for viewing ASA data

  • Campaigns dashboard
  • Charts
  • Custom Reports


Reports do not include data for in-app purchases. ASA counts downloads only. To measure post-install events and ROI you can either:

  1. Connect ASA to MMP: Appsflyer, Adjust, Kochava, Branch, etc.
  2. Use a tool like SearchAds HQ


Most important ASA metrics to measure


Cost Per Action (CPA)

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.


Return On Ad Spend (ROAS)

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.



Taking into account data descrepancies

[💎@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:

  1. Redownloads (e.g. dating with more than 50% of redownloads)
  2. Limit Ad Tracking (LAT)


[💎@19:34] This is why you want to consider adjusting your ROAS to take these and other factors into account.


Cost Per Tap (CPT)

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:

  1. Adjust bids to target metrics,
  2. Use negative keywords so ads are not matched to irrelevant search terms,
  3. Pause low-performing keywords,
  4. Work with segments and split the audience into groups (male, female, etc.). ⚠️ campaigns with defined audience do not serve ads to LAT users,
  5. Disable underperforming hours.


Conversion Volume (CV)

CV is the number of conversions generated over a certain period. Does not account for inefficiency.


To optimize CV:

  1. Add more keywords to get extra impressions. Keywords expansion,
  2. Run discovery campaigns,
  1. Increase or reallocate budget - focus on localizations, ad groups, high-LTV keywords,
  2. Expand targeting (e.g. additional countries),
  3. Increase your bid to hit more auctions (can use Apple's bid insights).


Conversion Rate (CR)

You can optimize CR at any funnel stage.


  1. Creatives A/B testing,
  2. Creatives to Keywords Alignment using Creative Sets,
  3. Localization - adjust metadata to take into account cultural differences,
  4. Improve your ratings,
  5. Work with Segments.


ASA Industry Benchmarks

From 8k ad campaigns and 3M keywords.

  • Average TTR/CTR in Apple is 6.06%,
  • Average CVR of 50%,
  • Average CPA $1.9 (Finance the most expensive),
  • Highest CPA for US ($2.13) then Japan ($1.91).


Q&A

  • I was testing two Creative Sets, both have the same CPT/CR and one has 50% higher TTR. What would you do?
  • Are the images well optimized?
  • Which keywords for each creative set?
  • Which storefronts

(most other questions were not answered)




The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Where to check for viewing ASA data

  • Campaigns dashboard
  • Charts
  • Custom Reports


Reports do not include data for in-app purchases. ASA counts downloads only. To measure post-install events and ROI you can either:

  1. Connect ASA to MMP: Appsflyer, Adjust, Kochava, Branch, etc.
  2. Use a tool like SearchAds HQ


Most important ASA metrics to measure


Cost Per Action (CPA)

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.


Return On Ad Spend (ROAS)

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.



Taking into account data descrepancies

[💎@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:

  1. Redownloads (e.g. dating with more than 50% of redownloads)
  2. Limit Ad Tracking (LAT)


[💎@19:34] This is why you want to consider adjusting your ROAS to take these and other factors into account.


Cost Per Tap (CPT)

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:

  1. Adjust bids to target metrics,
  2. Use negative keywords so ads are not matched to irrelevant search terms,
  3. Pause low-performing keywords,
  4. Work with segments and split the audience into groups (male, female, etc.). ⚠️ campaigns with defined audience do not serve ads to LAT users,
  5. Disable underperforming hours.


Conversion Volume (CV)

CV is the number of conversions generated over a certain period. Does not account for inefficiency.


To optimize CV:

  1. Add more keywords to get extra impressions. Keywords expansion,
  2. Run discovery campaigns,
  1. Increase or reallocate budget - focus on localizations, ad groups, high-LTV keywords,
  2. Expand targeting (e.g. additional countries),
  3. Increase your bid to hit more auctions (can use Apple's bid insights).


Conversion Rate (CR)

You can optimize CR at any funnel stage.


  1. Creatives A/B testing,
  2. Creatives to Keywords Alignment using Creative Sets,
  3. Localization - adjust metadata to take into account cultural differences,
  4. Improve your ratings,
  5. Work with Segments.


ASA Industry Benchmarks

From 8k ad campaigns and 3M keywords.

  • Average TTR/CTR in Apple is 6.06%,
  • Average CVR of 50%,
  • Average CPA $1.9 (Finance the most expensive),
  • Highest CPA for US ($2.13) then Japan ($1.91).


Q&A

  • I was testing two Creative Sets, both have the same CPT/CR and one has 50% higher TTR. What would you do?
  • Are the images well optimized?
  • Which keywords for each creative set?
  • Which storefronts

(most other questions were not answered)




The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access

Where to check for viewing ASA data

  • Campaigns dashboard
  • Charts
  • Custom Reports


Reports do not include data for in-app purchases. ASA counts downloads only. To measure post-install events and ROI you can either:

  1. Connect ASA to MMP: Appsflyer, Adjust, Kochava, Branch, etc.
  2. Use a tool like SearchAds HQ


Most important ASA metrics to measure


Cost Per Action (CPA)

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.


Return On Ad Spend (ROAS)

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.



Taking into account data descrepancies

[💎@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:

  1. Redownloads (e.g. dating with more than 50% of redownloads)
  2. Limit Ad Tracking (LAT)


[💎@19:34] This is why you want to consider adjusting your ROAS to take these and other factors into account.


Cost Per Tap (CPT)

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:

  1. Adjust bids to target metrics,
  2. Use negative keywords so ads are not matched to irrelevant search terms,
  3. Pause low-performing keywords,
  4. Work with segments and split the audience into groups (male, female, etc.). ⚠️ campaigns with defined audience do not serve ads to LAT users,
  5. Disable underperforming hours.


Conversion Volume (CV)

CV is the number of conversions generated over a certain period. Does not account for inefficiency.


To optimize CV:

  1. Add more keywords to get extra impressions. Keywords expansion,
  2. Run discovery campaigns,
  1. Increase or reallocate budget - focus on localizations, ad groups, high-LTV keywords,
  2. Expand targeting (e.g. additional countries),
  3. Increase your bid to hit more auctions (can use Apple's bid insights).


Conversion Rate (CR)

You can optimize CR at any funnel stage.


  1. Creatives A/B testing,
  2. Creatives to Keywords Alignment using Creative Sets,
  3. Localization - adjust metadata to take into account cultural differences,
  4. Improve your ratings,
  5. Work with Segments.


ASA Industry Benchmarks

From 8k ad campaigns and 3M keywords.

  • Average TTR/CTR in Apple is 6.06%,
  • Average CVR of 50%,
  • Average CPA $1.9 (Finance the most expensive),
  • Highest CPA for US ($2.13) then Japan ($1.91).


Q&A

  • I was testing two Creative Sets, both have the same CPT/CR and one has 50% higher TTR. What would you do?
  • Are the images well optimized?
  • Which keywords for each creative set?
  • Which storefronts

(most other questions were not answered)