Apple Search Ads: Selected Topics of Advanced Campaign Management

Item not bookmarked
Resource bookmarked
Bookmarking...
⛏️
Guest Miner:
Sylvain Gauchet
Review star
Review star
Review star
Review star
Review star
💎  x
9

Michael Schubin (ASA consultant) gives expert tips and workflow for Apple Search Ads

Source:
Apple Search Ads: Selected Topics of Advanced Campaign Management
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
November 10, 2019
Added to the Vault on:
March 22, 2020
Invite a guest
Unlock 600+ mobile growth insights 💎 - for FREE
💎 #
1

Apple Search Ads custom reports reveal more search terms than what’s available in the dashboard.

14:30
💎 #
2

Put newly discovered search terms from custom reports as negative exact match in your discovery campaigns.

16:40
💎 #
3

Michael uses special script going through ASA Campaign Management API to automatically put new discovery search terms to “Discovery Negative” campaigns. Check this from ASO Stack.

17:25
💎 #
4

Use India to get new Search Terms in English cheaper.

18:25
💎 #
5

For probing and scaling campaigns use Exact Match only -> allows to measure performance (including in-app events) by keywords.

21:40
💎 #
6

SKAGS (Single Keyword Ad Groups) recommended - Michael uses scripts through API to create them so no difference in work.

23:00
💎 #
7

When extrapolating your LTV to take into account LAT On, K (uncertainty multiplier) can vary depending on what you think/estimate the proportion of LAT On is.

29:20
💎 #
8

Weekly optimization: take TTR/CR/SR/LTV data (historical - from Search Ads and MMP - and forecast) to calculate the max CPT bid to put on search ads to reach ROI. Use a multiplier (M = CPT Bid / Avg. CPT) to take into account that the bid is higher than avg. CPT.

32:30
💎 #
9

If some keywords are not getting enough impressions (but good conversion): add to ASO and/or raise CPT bids.

39:20
The gems from this resource are only available to premium members.
  • Unlock access to gems from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Receive the hottest gems 🔥 (most valuable insights) each month
Upgrade Your Plan
💎 #
1

Apple Search Ads custom reports reveal more search terms than what’s available in the dashboard.

14:30
💎 #
2

Put newly discovered search terms from custom reports as negative exact match in your discovery campaigns.

16:40
💎 #
3

Michael uses special script going through ASA Campaign Management API to automatically put new discovery search terms to “Discovery Negative” campaigns. Check this from ASO Stack.

17:25
💎 #
4

Use India to get new Search Terms in English cheaper.

18:25
💎 #
5

For probing and scaling campaigns use Exact Match only -> allows to measure performance (including in-app events) by keywords.

21:40
💎 #
6

SKAGS (Single Keyword Ad Groups) recommended - Michael uses scripts through API to create them so no difference in work.

23:00
💎 #
7

When extrapolating your LTV to take into account LAT On, K (uncertainty multiplier) can vary depending on what you think/estimate the proportion of LAT On is.

29:20
💎 #
8

Weekly optimization: take TTR/CR/SR/LTV data (historical - from Search Ads and MMP - and forecast) to calculate the max CPT bid to put on search ads to reach ROI. Use a multiplier (M = CPT Bid / Avg. CPT) to take into account that the bid is higher than avg. CPT.

32:30
💎 #
9

If some keywords are not getting enough impressions (but good conversion): add to ASO and/or raise CPT bids.

39:20
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.

Become a member to:
  • Unlock access to gems from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Receive the hottest gems 🔥 (most valuable insights) each month
GET Access
💎 #
1

Apple Search Ads custom reports reveal more search terms than what’s available in the dashboard.

14:30
💎 #
2

Put newly discovered search terms from custom reports as negative exact match in your discovery campaigns.

16:40
💎 #
3

Michael uses special script going through ASA Campaign Management API to automatically put new discovery search terms to “Discovery Negative” campaigns. Check this from ASO Stack.

17:25
💎 #
4

Use India to get new Search Terms in English cheaper.

18:25
💎 #
5

For probing and scaling campaigns use Exact Match only -> allows to measure performance (including in-app events) by keywords.

21:40
💎 #
6

SKAGS (Single Keyword Ad Groups) recommended - Michael uses scripts through API to create them so no difference in work.

23:00
💎 #
7

When extrapolating your LTV to take into account LAT On, K (uncertainty multiplier) can vary depending on what you think/estimate the proportion of LAT On is.

29:20
💎 #
8

Weekly optimization: take TTR/CR/SR/LTV data (historical - from Search Ads and MMP - and forecast) to calculate the max CPT bid to put on search ads to reach ROI. Use a multiplier (M = CPT Bid / Avg. CPT) to take into account that the bid is higher than avg. CPT.

32:30
💎 #
9

If some keywords are not getting enough impressions (but good conversion): add to ASO and/or raise CPT bids.

39:20
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Upgrade to premium to:
  • Unlock access to key insights from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the member-only community.
Upgrade Your Plan
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Become a member to:
  • Unlock access to gems from 170+ mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the member-only community.
GET Access

You need to be logged in the community to be able to see the discussion below.
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.

Discovery Campaigns

Needed to find search terms with high volume, low competition

  • Limited budget
  • Split by regions
  • Search March

[💎@14:30] Apple Search Ads custom reports reveal more search terms than what’s available in the dashboard.

Often runs lifetime custom reports


[💎@16:40] Put newly discovered search terms from custom reports as negative exact match in your discovery campaigns.

[💎@17:25] Michael uses special script going through ASA Campaign Management API to automatically put new discovery search terms to “Discovery Negative” campaigns. Check this from ASO Stack.


[💎@18:25] Use India to get new Search Terms in English cheaper


Can combine campaign negative or ad group negative to reach 10000 if needed.

No targeting options to keep things broad.


Probing & Scaling

[💎@21:40] Use Exact Match only -> allows to measure performance (including in-app events) by keywords.

[💎@23:00] SKAGS recommended - uses scripts through API to create them so no difference in work.

Use CPA Goal only after 300 installs

Can use targeting options (! LAT)

Creative Sets for top-performance keywords

[💎@29:20] When extrapolating your LTV to take into account LAT On, K (uncertainty multiplier) can vary depending on what you think/estimate the proportion of LAT On is.

SR = Startup Rate (activation vs. install)

Weekly Loop

[💎@32:30] Weekly optimization: take TTR/CR/SR/LTV data (historical - from Search Ads and MMP - and forecast) to calculate the max CPT bid to put on search ads to reach ROI. Use a multiplier (M = CPT Bid / Avg. CPT) to take into account that the bid is higher than avg. CPT.

Try to find the optimal bid

[💎@39:20] If some keywords are not getting enough impressions (but good conversion): add to ASO and/or raise CPT bids.


Keywords with 300+ installs:

  1. Bid optimization process
  2. Try CPA Goal


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

Discovery Campaigns

Needed to find search terms with high volume, low competition

  • Limited budget
  • Split by regions
  • Search March

[💎@14:30] Apple Search Ads custom reports reveal more search terms than what’s available in the dashboard.

Often runs lifetime custom reports


[💎@16:40] Put newly discovered search terms from custom reports as negative exact match in your discovery campaigns.

[💎@17:25] Michael uses special script going through ASA Campaign Management API to automatically put new discovery search terms to “Discovery Negative” campaigns. Check this from ASO Stack.


[💎@18:25] Use India to get new Search Terms in English cheaper


Can combine campaign negative or ad group negative to reach 10000 if needed.

No targeting options to keep things broad.


Probing & Scaling

[💎@21:40] Use Exact Match only -> allows to measure performance (including in-app events) by keywords.

[💎@23:00] SKAGS recommended - uses scripts through API to create them so no difference in work.

Use CPA Goal only after 300 installs

Can use targeting options (! LAT)

Creative Sets for top-performance keywords

[💎@29:20] When extrapolating your LTV to take into account LAT On, K (uncertainty multiplier) can vary depending on what you think/estimate the proportion of LAT On is.

SR = Startup Rate (activation vs. install)

Weekly Loop

[💎@32:30] Weekly optimization: take TTR/CR/SR/LTV data (historical - from Search Ads and MMP - and forecast) to calculate the max CPT bid to put on search ads to reach ROI. Use a multiplier (M = CPT Bid / Avg. CPT) to take into account that the bid is higher than avg. CPT.

Try to find the optimal bid

[💎@39:20] If some keywords are not getting enough impressions (but good conversion): add to ASO and/or raise CPT bids.


Keywords with 300+ installs:

  1. Bid optimization process
  2. Try CPA Goal


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

Discovery Campaigns

Needed to find search terms with high volume, low competition

  • Limited budget
  • Split by regions
  • Search March

[💎@14:30] Apple Search Ads custom reports reveal more search terms than what’s available in the dashboard.

Often runs lifetime custom reports


[💎@16:40] Put newly discovered search terms from custom reports as negative exact match in your discovery campaigns.

[💎@17:25] Michael uses special script going through ASA Campaign Management API to automatically put new discovery search terms to “Discovery Negative” campaigns. Check this from ASO Stack.


[💎@18:25] Use India to get new Search Terms in English cheaper


Can combine campaign negative or ad group negative to reach 10000 if needed.

No targeting options to keep things broad.


Probing & Scaling

[💎@21:40] Use Exact Match only -> allows to measure performance (including in-app events) by keywords.

[💎@23:00] SKAGS recommended - uses scripts through API to create them so no difference in work.

Use CPA Goal only after 300 installs

Can use targeting options (! LAT)

Creative Sets for top-performance keywords

[💎@29:20] When extrapolating your LTV to take into account LAT On, K (uncertainty multiplier) can vary depending on what you think/estimate the proportion of LAT On is.

SR = Startup Rate (activation vs. install)

Weekly Loop

[💎@32:30] Weekly optimization: take TTR/CR/SR/LTV data (historical - from Search Ads and MMP - and forecast) to calculate the max CPT bid to put on search ads to reach ROI. Use a multiplier (M = CPT Bid / Avg. CPT) to take into account that the bid is higher than avg. CPT.

Try to find the optimal bid

[💎@39:20] If some keywords are not getting enough impressions (but good conversion): add to ASO and/or raise CPT bids.


Keywords with 300+ installs:

  1. Bid optimization process
  2. Try CPA Goal