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.
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.
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.
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).
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.
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.
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.
Decreasing your bids when your bid amount and avg. CPT get close can lead to lower CPT, CPA and (counterintuitively?) more installs.
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.
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.
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.
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.
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).
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.
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.
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.
Decreasing your bids when your bid amount and avg. CPT get close can lead to lower CPT, CPA and (counterintuitively?) more installs.
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.
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.
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.
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.
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).
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.
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.
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.
Decreasing your bids when your bid amount and avg. CPT get close can lead to lower CPT, CPA and (counterintuitively?) more installs.
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.
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.
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
One of the top ranked networks in Singular's 2020 ROI Index.
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.
[💎@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.
Discrepancies on ASA come from:
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 first step is to make sure your data infrastructure is collecting all the KPIs. You want to be able to answer
One of the top ranked networks in Singular's 2020 ROI Index.
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.
[💎@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.
Discrepancies on ASA come from:
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 first step is to make sure your data infrastructure is collecting all the KPIs. You want to be able to answer
One of the top ranked networks in Singular's 2020 ROI Index.
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.
[💎@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.
Discrepancies on ASA come from:
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: