Apple Search Ads: Basics

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Michael Schubin (ASA consultant) gives advices on optimal account stucture, keyword management, etc.

Source:

Apple Search Ads: Basics

(no direct link to watch/listen)

(direct link to watch/listen)
‍

Type:

Webinar

Publication date:

November 25, 2019

Added to the Vault on:

March 22, 2020

NOTES Gems Discussion

These insights were shared through the free Growth Gems newsletter.

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💎 #

1

SKAGs (Single Keywords Ad Groups): Michael uses this in almost all campaigns => allows for individual CPA goal for each keyword and helps to track performance.

15:39

View gem in the Notes

💎 #

2

Custom reports may give you more search terms than dashboard.

20:25

View gem in the Notes

💎 #

3

Collect ideally 10k installs per each keyword, minimum 100-200 installs.

23:39

View gem in the Notes

💎 #

4

There are people from Iran, Arabic countries, Latin America, etc. using the US storefront. To avoid these installs you can set the schedule of US campaigns to only daytime hours.

45:00

View gem in the Notes

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

💎 #

1

SKAGs (Single Keywords Ad Groups): Michael uses this in almost all campaigns => allows for individual CPA goal for each keyword and helps to track performance.

15:39

💎 #

2

Custom reports may give you more search terms than dashboard.

20:25

💎 #

3

Collect ideally 10k installs per each keyword, minimum 100-200 installs.

23:39

💎 #

4

There are people from Iran, Arabic countries, Latin America, etc. using the US storefront. To avoid these installs you can set the schedule of US campaigns to only daytime hours.

45:00

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

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.
‍

💎 #

1

SKAGs (Single Keywords Ad Groups): Michael uses this in almost all campaigns => allows for individual CPA goal for each keyword and helps to track performance.

15:39

💎 #

2

Custom reports may give you more search terms than dashboard.

20:25

💎 #

3

Collect ideally 10k installs per each keyword, minimum 100-200 installs.

23:39

💎 #

4

There are people from Iran, Arabic countries, Latin America, etc. using the US storefront. To avoid these installs you can set the schedule of US campaigns to only daytime hours.

45:00

NOTES Gems Discussion

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

Generics

Can bid on other brands
Avg TTR 10%, Avg CR 50%
ASA cost $1.9 - best channel?
Games avg $2.63, US $2.13

Exact match gives you much more control but can include close terms.

[💎@15:39] SKAGs (Single Keywords Ad Groups): Michael uses this in almost all campaigns => allows for individual CPA goal for each keyword and helps to track performance.

Discovery (Discovery Campaign)

[💎@20:25] Custom reports may give you more search terms than dashboard.

Add new discovered terms (and variations) as Exact Match negative

Keywords Probing (Test Campaign)

Never use broad match to test keywords

Connect to MMP to get performance data

[💎@23:39] Collect ideally 10k installs per each keyword, minimum 100-200 installs.

Scale (Scale Campaign)

Bad performing: move to some kind of Paused Keywords list

Other campaigns

Also exact match.

Examples:

Brand defense (! cannibalization)
Targeted Ads with Creative Sets -> get higher TTR and CR
A/B tests screenshots
Reengagement

Naming conventions

Additional Tips

Total budget limit to get notified at 80% of it
Ad groups with low bids
[💎@45:00] There are people from Iran, Arabic countries, Latin America, etc. using the US storefront. To avoid these installs you can set the schedule of US campaigns to only daytime hours.

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

Generics

Can bid on other brands
Avg TTR 10%, Avg CR 50%
ASA cost $1.9 - best channel?
Games avg $2.63, US $2.13

Exact match gives you much more control but can include close terms.

[💎@15:39] SKAGs (Single Keywords Ad Groups): Michael uses this in almost all campaigns => allows for individual CPA goal for each keyword and helps to track performance.

Discovery (Discovery Campaign)

[💎@20:25] Custom reports may give you more search terms than dashboard.

Add new discovered terms (and variations) as Exact Match negative

Keywords Probing (Test Campaign)

Never use broad match to test keywords

Connect to MMP to get performance data

[💎@23:39] Collect ideally 10k installs per each keyword, minimum 100-200 installs.

Scale (Scale Campaign)

Bad performing: move to some kind of Paused Keywords list

Other campaigns

Also exact match.

Examples:

Brand defense (! cannibalization)
Targeted Ads with Creative Sets -> get higher TTR and CR
A/B tests screenshots
Reengagement

Naming conventions

Additional Tips

Total budget limit to get notified at 80% of it
Ad groups with low bids
[💎@45:00] There are people from Iran, Arabic countries, Latin America, etc. using the US storefront. To avoid these installs you can set the schedule of US campaigns to only daytime hours.

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

Generics

Can bid on other brands
Avg TTR 10%, Avg CR 50%
ASA cost $1.9 - best channel?
Games avg $2.63, US $2.13

Exact match gives you much more control but can include close terms.

[💎@15:39] SKAGs (Single Keywords Ad Groups): Michael uses this in almost all campaigns => allows for individual CPA goal for each keyword and helps to track performance.

Discovery (Discovery Campaign)

[💎@20:25] Custom reports may give you more search terms than dashboard.

Add new discovered terms (and variations) as Exact Match negative

Keywords Probing (Test Campaign)

Never use broad match to test keywords

Connect to MMP to get performance data

[💎@23:39] Collect ideally 10k installs per each keyword, minimum 100-200 installs.

Scale (Scale Campaign)

Bad performing: move to some kind of Paused Keywords list

Other campaigns

Also exact match.

Examples:

Brand defense (! cannibalization)
Targeted Ads with Creative Sets -> get higher TTR and CR
A/B tests screenshots
Reengagement

Naming conventions

Additional Tips

Total budget limit to get notified at 80% of it
Ad groups with low bids
[💎@45:00] There are people from Iran, Arabic countries, Latin America, etc. using the US storefront. To avoid these installs you can set the schedule of US campaigns to only daytime hours.