Michael Schubin (ASA consultant) gives expert tips and workflow for Apple Search Ads
Apple Search Ads custom reports reveal more search terms than what’s available in the dashboard.
Put newly discovered search terms from custom reports as negative exact match in your discovery campaigns.
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.
For probing and scaling campaigns use Exact Match only -> allows to measure performance (including in-app events) by keywords.
SKAGS (Single Keyword Ad Groups) recommended - Michael uses scripts through API to create them so no difference in work.
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.
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.
If some keywords are not getting enough impressions (but good conversion): add to ASO and/or raise CPT bids.
Apple Search Ads custom reports reveal more search terms than what’s available in the dashboard.
Put newly discovered search terms from custom reports as negative exact match in your discovery campaigns.
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.
For probing and scaling campaigns use Exact Match only -> allows to measure performance (including in-app events) by keywords.
SKAGS (Single Keyword Ad Groups) recommended - Michael uses scripts through API to create them so no difference in work.
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.
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.
If some keywords are not getting enough impressions (but good conversion): add to ASO and/or raise CPT bids.
Apple Search Ads custom reports reveal more search terms than what’s available in the dashboard.
Put newly discovered search terms from custom reports as negative exact match in your discovery campaigns.
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.
For probing and scaling campaigns use Exact Match only -> allows to measure performance (including in-app events) by keywords.
SKAGS (Single Keyword Ad Groups) recommended - Michael uses scripts through API to create them so no difference in work.
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.
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.
If some keywords are not getting enough impressions (but good conversion): add to ASO and/or raise CPT bids.
Notes for this resource are currently being transferred and will be available soon.
Needed to find search terms with high volume, low competition
[💎@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.
[💎@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:
Needed to find search terms with high volume, low competition
[💎@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.
[💎@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:
Needed to find search terms with high volume, low competition
[💎@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.
[💎@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:
