Measuring, Optimizing & Scaling Apple Search Ads

Item not bookmarked
Resource bookmarked
Bookmarking...
Review star
Review star
Review star
Review star
Review star
💎  x
9

Yusuf Barutcu (Apple Search Ads Advisor at SearchAds.com - ASA Campaign Manager) and Liz Lauer-Lopez (Director of Product Advocacy at Singular - Analytics Platform) talk about how to measure, optimize and scale Apple Search Ads campaigns.

Source:
Measuring, Optimizing & Scaling Apple Search Ads
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
May 13, 2020
Added to the Vault on:
May 30, 2020
These insights were shared through the free Growth Gems newsletter.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
💎 #
1

LAT On users (about 30% of users) can not be targeted in other digital marketing channels (for app installs). On ASA you at least know that LAT On users are more relevant because there is search intent. 

11:54
💎 #
2

Allocate 10 to 20% of your budget to your discovery campaign, especially when you're starting and you're not on top of possible keywords people are searching for. 

20:04
💎 #
3

ASA optimization starts with the "nearest" metrics (impression, TTR, CR, CPA) and then moves to in-app conversion events from your MMP (attributed installs, sign ups, trials, subscriptions, ad revenue). 

21:00
💎 #
4

On ASA TTR and CR is the reflection of the Quality Score on Google Ads or the Relevancy Score on Facebook Ads. They are very important metrics because it can allow you to have a much lower cost per tap. 

23:31
💎 #
5

The best way to decide if you want to bid higher or lower is to get the Share of Voice (SoV) report from your Apple rep to see your rank and bid to climb up or maintain your position. 

25:00
💎 #
6

Check your Bid-CPT-CPA correlation. Because ASA works with second-price auctions you can decide to bid really high (2x, 3x) to make you powerful in the auction. Example: client bidding $50 but paying $2 per tap. 

25:40
💎 #
7

Decreasing your bids when your bid amount and avg. CPT get close can lead to lower CPT, CPA and (counterintuitively?) more installs. 

26:34
💎 #
8

Thanks to events from your MMP and a platform like SearchAds.com you can track multiple goals/conversions at a time. Observe your conversion rates at different stages of your post-install funnel (sign ups, trials, purchases) for your main campaigns to form your multi-goal optimization todo list. 

27:45
💎 #
9

Instead of downloading data and analyzing it in spreadsheets you can create custom metrics in your campaign management platform (using Apple's data and MMP data) to decide how to bid directly. 

35:47
The "gems" from this resource are only available to premium members.
  • Unlock access to gems from over 130 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 members-only community.
Upgrade Your Plan
💎 #
1

LAT On users (about 30% of users) can not be targeted in other digital marketing channels (for app installs). On ASA you at least know that LAT On users are more relevant because there is search intent. 

11:54
💎 #
2

Allocate 10 to 20% of your budget to your discovery campaign, especially when you're starting and you're not on top of possible keywords people are searching for. 

20:04
💎 #
3

ASA optimization starts with the "nearest" metrics (impression, TTR, CR, CPA) and then moves to in-app conversion events from your MMP (attributed installs, sign ups, trials, subscriptions, ad revenue). 

21:00
💎 #
4

On ASA TTR and CR is the reflection of the Quality Score on Google Ads or the Relevancy Score on Facebook Ads. They are very important metrics because it can allow you to have a much lower cost per tap. 

23:31
💎 #
5

The best way to decide if you want to bid higher or lower is to get the Share of Voice (SoV) report from your Apple rep to see your rank and bid to climb up or maintain your position. 

25:00
💎 #
6

Check your Bid-CPT-CPA correlation. Because ASA works with second-price auctions you can decide to bid really high (2x, 3x) to make you powerful in the auction. Example: client bidding $50 but paying $2 per tap. 

25:40
💎 #
7

Decreasing your bids when your bid amount and avg. CPT get close can lead to lower CPT, CPA and (counterintuitively?) more installs. 

26:34
💎 #
8

Thanks to events from your MMP and a platform like SearchAds.com you can track multiple goals/conversions at a time. Observe your conversion rates at different stages of your post-install funnel (sign ups, trials, purchases) for your main campaigns to form your multi-goal optimization todo list. 

27:45
💎 #
9

Instead of downloading data and analyzing it in spreadsheets you can create custom metrics in your campaign management platform (using Apple's data and MMP data) to decide how to bid directly. 

35:47
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 over 130 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 members-only community.
Request Access
💎 #
1

LAT On users (about 30% of users) can not be targeted in other digital marketing channels (for app installs). On ASA you at least know that LAT On users are more relevant because there is search intent. 

11:54
💎 #
2

Allocate 10 to 20% of your budget to your discovery campaign, especially when you're starting and you're not on top of possible keywords people are searching for. 

20:04
💎 #
3

ASA optimization starts with the "nearest" metrics (impression, TTR, CR, CPA) and then moves to in-app conversion events from your MMP (attributed installs, sign ups, trials, subscriptions, ad revenue). 

21:00
💎 #
4

On ASA TTR and CR is the reflection of the Quality Score on Google Ads or the Relevancy Score on Facebook Ads. They are very important metrics because it can allow you to have a much lower cost per tap. 

23:31
💎 #
5

The best way to decide if you want to bid higher or lower is to get the Share of Voice (SoV) report from your Apple rep to see your rank and bid to climb up or maintain your position. 

25:00
💎 #
6

Check your Bid-CPT-CPA correlation. Because ASA works with second-price auctions you can decide to bid really high (2x, 3x) to make you powerful in the auction. Example: client bidding $50 but paying $2 per tap. 

25:40
💎 #
7

Decreasing your bids when your bid amount and avg. CPT get close can lead to lower CPT, CPA and (counterintuitively?) more installs. 

26:34
💎 #
8

Thanks to events from your MMP and a platform like SearchAds.com you can track multiple goals/conversions at a time. Observe your conversion rates at different stages of your post-install funnel (sign ups, trials, purchases) for your main campaigns to form your multi-goal optimization todo list. 

27:45
💎 #
9

Instead of downloading data and analyzing it in spreadsheets you can create custom metrics in your campaign management platform (using Apple's data and MMP data) to decide how to bid directly. 

35:47
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 over 130 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 members-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 over 130 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 members-only community.
Request 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.

The first step is to make sure your data infrastructure is collecting all the KPIs. You want to be able to answer

  • How campaigns are delivered - spend across sources, highest CTRs, etc
  • What are the actions of every user - ARPU, retention rate
  • What is your return on every dollar spent - D3/7/14/30 CPA, ROI of specific creatives


Why use Apple Search Ads

One of the top ranked networks in Singular's 2020 ROI Index.

  • Search is huge
  • Source: Apple
  • High conversion rate
  • Target LAT On users
  • [💎@11:54] LAT On users (about 30% of users) can not be targeted in other digital marketing channels (for app installs). On ASA you at least know that LAT On users are more relevant because there is search intent.
  • The drawback of course is that LAT On data is not passed to MMPs


How to structure your ASA account?

Regarding keywords, use Brand Match and Search Match only for discovery purposes.


A big chunk of searches are brand searches.

The rest should be generic terms with exact match type. Set up a discovery campaign with different match types to find new keywords and use Keyword Auction Insights and keyword tools from ASA/ASO tools (like Mobile Action) to find more.



[💎@20:04] Allocate 10 to 20% of your budget to your discovery campaign, especially when you're starting and you're not on top of possible keywords people are searching for.


Managing & optimizing your ASA account

[💎@21:00] ASA optimization starts with the "nearest" metrics (impression, TTR, CR, CPA) and then moves to in-app conversion events from your MMP (attributed installs, sign ups, trials, subscriptions, ad revenue).


[💎@23:31] On ASA TTR and CR is the reflection of the Quality Score on Google Ads or the Relevancy Score on Facebook Ads. They are very important metrics because it can allow you to have a much lower cost per tap.


[💎@25:00] The best way to decide if you want to bid higher or lower is to get the Share of Voice (SoV) report from your Apple rep to see your rank and bid to climb up or maintain your position.


[💎@25:40] Check your Bid-CPT-CPA correlation. Because ASA works with second-price auctions you can decide to bid really high (2x, 3x) to make you powerful in the auction. Example: client bidding $50 but paying $2 per tap.



[💎@26:34] Decreasing your bids when your bid amount and avg. CPT get close can lead to lower CPT, CPA and (counterintuitively?) more installs.


[💎@27:45] Thanks to events from your MMP and a platform like SearchAds.com you can track multiple goals/conversions at a time. Observe your conversion rates at different stages of your post-install funnel (sign ups, trials, purchases) for your main campaigns to form your multi-goal optimization todo list.


Use automation rules to take your optimizations into account.

Automation can also be used to detect keywords from your discovery campaign.


Avoid data discrepancies

Discrepancies on ASA come from:

  • LAT On users that can't be tracked by MMP
  • Returning users problem. When a user re-downloads your app, ASA says "it's an old user" but MMP might say "it's a new user" depending on the lookback window (e.g. older than 60 days). A platform like SearchAds.com can allow do take into account or not the MMP re-attribution.


Be aware of the lookback window differences between MMP and ASA. You want to make sure that a purchase is attributed to the initial click/download


[💎@35:47] Instead of downloading data and analyzing it in spreadsheets you can create custom metrics  in your campaign management platform (using Apple's data and MMP data) to decide how to bid directly.

Examples:




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

The first step is to make sure your data infrastructure is collecting all the KPIs. You want to be able to answer

  • How campaigns are delivered - spend across sources, highest CTRs, etc
  • What are the actions of every user - ARPU, retention rate
  • What is your return on every dollar spent - D3/7/14/30 CPA, ROI of specific creatives


Why use Apple Search Ads

One of the top ranked networks in Singular's 2020 ROI Index.

  • Search is huge
  • Source: Apple
  • High conversion rate
  • Target LAT On users
  • [💎@11:54] LAT On users (about 30% of users) can not be targeted in other digital marketing channels (for app installs). On ASA you at least know that LAT On users are more relevant because there is search intent.
  • The drawback of course is that LAT On data is not passed to MMPs


How to structure your ASA account?

Regarding keywords, use Brand Match and Search Match only for discovery purposes.


A big chunk of searches are brand searches.

The rest should be generic terms with exact match type. Set up a discovery campaign with different match types to find new keywords and use Keyword Auction Insights and keyword tools from ASA/ASO tools (like Mobile Action) to find more.



[💎@20:04] Allocate 10 to 20% of your budget to your discovery campaign, especially when you're starting and you're not on top of possible keywords people are searching for.


Managing & optimizing your ASA account

[💎@21:00] ASA optimization starts with the "nearest" metrics (impression, TTR, CR, CPA) and then moves to in-app conversion events from your MMP (attributed installs, sign ups, trials, subscriptions, ad revenue).


[💎@23:31] On ASA TTR and CR is the reflection of the Quality Score on Google Ads or the Relevancy Score on Facebook Ads. They are very important metrics because it can allow you to have a much lower cost per tap.


[💎@25:00] The best way to decide if you want to bid higher or lower is to get the Share of Voice (SoV) report from your Apple rep to see your rank and bid to climb up or maintain your position.


[💎@25:40] Check your Bid-CPT-CPA correlation. Because ASA works with second-price auctions you can decide to bid really high (2x, 3x) to make you powerful in the auction. Example: client bidding $50 but paying $2 per tap.



[💎@26:34] Decreasing your bids when your bid amount and avg. CPT get close can lead to lower CPT, CPA and (counterintuitively?) more installs.


[💎@27:45] Thanks to events from your MMP and a platform like SearchAds.com you can track multiple goals/conversions at a time. Observe your conversion rates at different stages of your post-install funnel (sign ups, trials, purchases) for your main campaigns to form your multi-goal optimization todo list.


Use automation rules to take your optimizations into account.

Automation can also be used to detect keywords from your discovery campaign.


Avoid data discrepancies

Discrepancies on ASA come from:

  • LAT On users that can't be tracked by MMP
  • Returning users problem. When a user re-downloads your app, ASA says "it's an old user" but MMP might say "it's a new user" depending on the lookback window (e.g. older than 60 days). A platform like SearchAds.com can allow do take into account or not the MMP re-attribution.


Be aware of the lookback window differences between MMP and ASA. You want to make sure that a purchase is attributed to the initial click/download


[💎@35:47] Instead of downloading data and analyzing it in spreadsheets you can create custom metrics  in your campaign management platform (using Apple's data and MMP data) to decide how to bid directly.

Examples:




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 ↙
Request Access

The first step is to make sure your data infrastructure is collecting all the KPIs. You want to be able to answer

  • How campaigns are delivered - spend across sources, highest CTRs, etc
  • What are the actions of every user - ARPU, retention rate
  • What is your return on every dollar spent - D3/7/14/30 CPA, ROI of specific creatives


Why use Apple Search Ads

One of the top ranked networks in Singular's 2020 ROI Index.

  • Search is huge
  • Source: Apple
  • High conversion rate
  • Target LAT On users
  • [💎@11:54] LAT On users (about 30% of users) can not be targeted in other digital marketing channels (for app installs). On ASA you at least know that LAT On users are more relevant because there is search intent.
  • The drawback of course is that LAT On data is not passed to MMPs


How to structure your ASA account?

Regarding keywords, use Brand Match and Search Match only for discovery purposes.


A big chunk of searches are brand searches.

The rest should be generic terms with exact match type. Set up a discovery campaign with different match types to find new keywords and use Keyword Auction Insights and keyword tools from ASA/ASO tools (like Mobile Action) to find more.



[💎@20:04] Allocate 10 to 20% of your budget to your discovery campaign, especially when you're starting and you're not on top of possible keywords people are searching for.


Managing & optimizing your ASA account

[💎@21:00] ASA optimization starts with the "nearest" metrics (impression, TTR, CR, CPA) and then moves to in-app conversion events from your MMP (attributed installs, sign ups, trials, subscriptions, ad revenue).


[💎@23:31] On ASA TTR and CR is the reflection of the Quality Score on Google Ads or the Relevancy Score on Facebook Ads. They are very important metrics because it can allow you to have a much lower cost per tap.


[💎@25:00] The best way to decide if you want to bid higher or lower is to get the Share of Voice (SoV) report from your Apple rep to see your rank and bid to climb up or maintain your position.


[💎@25:40] Check your Bid-CPT-CPA correlation. Because ASA works with second-price auctions you can decide to bid really high (2x, 3x) to make you powerful in the auction. Example: client bidding $50 but paying $2 per tap.



[💎@26:34] Decreasing your bids when your bid amount and avg. CPT get close can lead to lower CPT, CPA and (counterintuitively?) more installs.


[💎@27:45] Thanks to events from your MMP and a platform like SearchAds.com you can track multiple goals/conversions at a time. Observe your conversion rates at different stages of your post-install funnel (sign ups, trials, purchases) for your main campaigns to form your multi-goal optimization todo list.


Use automation rules to take your optimizations into account.

Automation can also be used to detect keywords from your discovery campaign.


Avoid data discrepancies

Discrepancies on ASA come from:

  • LAT On users that can't be tracked by MMP
  • Returning users problem. When a user re-downloads your app, ASA says "it's an old user" but MMP might say "it's a new user" depending on the lookback window (e.g. older than 60 days). A platform like SearchAds.com can allow do take into account or not the MMP re-attribution.


Be aware of the lookback window differences between MMP and ASA. You want to make sure that a purchase is attributed to the initial click/download


[💎@35:47] Instead of downloading data and analyzing it in spreadsheets you can create custom metrics  in your campaign management platform (using Apple's data and MMP data) to decide how to bid directly.

Examples: