In this workshop Louise Verschuren (CEO at Wuzzon - App Marketing Agency) talks about: 1) how to leverage the API connection for custom reporting, dashboards, and automatization, 2) how to deal with LAT users and cannibalization on organics, 3) how build creative assets that convert.
A lot of people start their UA with Apple Search Ads and Google App campaigns, yet they often neglect their ASO. Since these channels rely heavily on these channels heavily on assets in iOS and the Google Play Store it's important to get your ASO in order.
Change your installs campaign on Google to a CPA campaign with the event of first open as conversion event (instead of installs) to limit discrepancies.
Align timeframes between Adjust and Google to limit discrepancies: change your Google Ads platform to the one of your MMP.
When you segment your ads in the App Store for gender or for age, Apple will stop showing the ads to LAT On users.
The LAT On cohort is approximately a third cheaper to target on Apple Search Ads so have at least one campaign to target them.
Experiment to measure incrementality by pausing some campaigns. Wuzzon tried to stop Apple Search Ads for a week or so and actually saw a drop in organics.
For Google UAC keep at least 1 text asset under 20 characters to avoid truncations on placements like Gmail.
A lot of people start their UA with Apple Search Ads and Google App campaigns, yet they often neglect their ASO. Since these channels rely heavily on these channels heavily on assets in iOS and the Google Play Store it's important to get your ASO in order.
Change your installs campaign on Google to a CPA campaign with the event of first open as conversion event (instead of installs) to limit discrepancies.
Align timeframes between Adjust and Google to limit discrepancies: change your Google Ads platform to the one of your MMP.
When you segment your ads in the App Store for gender or for age, Apple will stop showing the ads to LAT On users.
The LAT On cohort is approximately a third cheaper to target on Apple Search Ads so have at least one campaign to target them.
Experiment to measure incrementality by pausing some campaigns. Wuzzon tried to stop Apple Search Ads for a week or so and actually saw a drop in organics.
For Google UAC keep at least 1 text asset under 20 characters to avoid truncations on placements like Gmail.
A lot of people start their UA with Apple Search Ads and Google App campaigns, yet they often neglect their ASO. Since these channels rely heavily on these channels heavily on assets in iOS and the Google Play Store it's important to get your ASO in order.
Change your installs campaign on Google to a CPA campaign with the event of first open as conversion event (instead of installs) to limit discrepancies.
Align timeframes between Adjust and Google to limit discrepancies: change your Google Ads platform to the one of your MMP.
When you segment your ads in the App Store for gender or for age, Apple will stop showing the ads to LAT On users.
The LAT On cohort is approximately a third cheaper to target on Apple Search Ads so have at least one campaign to target them.
Experiment to measure incrementality by pausing some campaigns. Wuzzon tried to stop Apple Search Ads for a week or so and actually saw a drop in organics.
For Google UAC keep at least 1 text asset under 20 characters to avoid truncations on placements like Gmail.
Notes for this resource are currently being transferred and will be available soon.
Wuzzon works at the different steps of the funnel
[💎@05:21] A lot of people start their UA with Apple Search Ads and Google App campaigns, yet they often neglect their ASO. Since these channels rely heavily on these channels heavily on assets in iOS and the Google Play Store it's important to get your ASO in order.
Start working on your ASO before you do user acquisition.
ASO foundation for stronger UA campaigns:
Facebook and Google have a duopoly. Google app campaigns is successful especially because it is the only way to have ads in the Google Play Store.
Users that are searching in the stores have high intent.
You don't need an attribution tool to get started but if you use only platform data you don't have a referee. You can't completely trust platforms.
How to minimize discrepancies:
LAT On users account for the biggest part of discrepancies. It's a much bigger percentage on iOS (20-30%) vs. Android (< 5%).
In your MMP LAT On users are attributed to organic. An easy way to account for that is to extrapolate your data (e.g. ROAS) based on the percentage of LAT On users you have.
Keep in mind this practice does assume that your LAT On users behave the same way as LAT Off users.
[💎@12:55] When you segment your ads in the App Store for gender or for age, Apple will stop showing the ads to LAT On users.
[💎@13:18] The LAT On cohort is approximately a third cheaper to target on Apple Search Ads so have at least one campaign to target them.
Cannibalization: when you pay for a conversion instead of getting it for free.
It's hard to predict but here are things to consider:
[💎@15:42] Experiment to measure incrementality by pausing some campaigns. Wuzzon tried to stop Apple Search Ads for a week or so and actually saw a drop in organics.
Automate for mass-optimization and leverage data visualization.
SearchAdsHQ has a benchmark for TTR/CTP/CR/CTA for Apple Search Ads.
Creatives really make a difference and should be given the attention they deserve.
Make sure you subtitle videos.
[💎@20:26] For Google UAC keep at least 1 text asset under 20 characters to avoid truncations on placements like Gmail.
Use Ad Groups and align them with your keyword themes.
Refresh your creatives regularly (every 2 to 3 months) to avoid creative fatigue. Do not change them all at once and do not change them in the first two weeks.
Wuzzon works at the different steps of the funnel
[💎@05:21] A lot of people start their UA with Apple Search Ads and Google App campaigns, yet they often neglect their ASO. Since these channels rely heavily on these channels heavily on assets in iOS and the Google Play Store it's important to get your ASO in order.
Start working on your ASO before you do user acquisition.
ASO foundation for stronger UA campaigns:
Facebook and Google have a duopoly. Google app campaigns is successful especially because it is the only way to have ads in the Google Play Store.
Users that are searching in the stores have high intent.
You don't need an attribution tool to get started but if you use only platform data you don't have a referee. You can't completely trust platforms.
How to minimize discrepancies:
LAT On users account for the biggest part of discrepancies. It's a much bigger percentage on iOS (20-30%) vs. Android (< 5%).
In your MMP LAT On users are attributed to organic. An easy way to account for that is to extrapolate your data (e.g. ROAS) based on the percentage of LAT On users you have.
Keep in mind this practice does assume that your LAT On users behave the same way as LAT Off users.
[💎@12:55] When you segment your ads in the App Store for gender or for age, Apple will stop showing the ads to LAT On users.
[💎@13:18] The LAT On cohort is approximately a third cheaper to target on Apple Search Ads so have at least one campaign to target them.
Cannibalization: when you pay for a conversion instead of getting it for free.
It's hard to predict but here are things to consider:
[💎@15:42] Experiment to measure incrementality by pausing some campaigns. Wuzzon tried to stop Apple Search Ads for a week or so and actually saw a drop in organics.
Automate for mass-optimization and leverage data visualization.
SearchAdsHQ has a benchmark for TTR/CTP/CR/CTA for Apple Search Ads.
Creatives really make a difference and should be given the attention they deserve.
Make sure you subtitle videos.
[💎@20:26] For Google UAC keep at least 1 text asset under 20 characters to avoid truncations on placements like Gmail.
Use Ad Groups and align them with your keyword themes.
Refresh your creatives regularly (every 2 to 3 months) to avoid creative fatigue. Do not change them all at once and do not change them in the first two weeks.
Wuzzon works at the different steps of the funnel
[💎@05:21] A lot of people start their UA with Apple Search Ads and Google App campaigns, yet they often neglect their ASO. Since these channels rely heavily on these channels heavily on assets in iOS and the Google Play Store it's important to get your ASO in order.
Start working on your ASO before you do user acquisition.
ASO foundation for stronger UA campaigns:
Facebook and Google have a duopoly. Google app campaigns is successful especially because it is the only way to have ads in the Google Play Store.
Users that are searching in the stores have high intent.
You don't need an attribution tool to get started but if you use only platform data you don't have a referee. You can't completely trust platforms.
How to minimize discrepancies:
LAT On users account for the biggest part of discrepancies. It's a much bigger percentage on iOS (20-30%) vs. Android (< 5%).
In your MMP LAT On users are attributed to organic. An easy way to account for that is to extrapolate your data (e.g. ROAS) based on the percentage of LAT On users you have.
Keep in mind this practice does assume that your LAT On users behave the same way as LAT Off users.
[💎@12:55] When you segment your ads in the App Store for gender or for age, Apple will stop showing the ads to LAT On users.
[💎@13:18] The LAT On cohort is approximately a third cheaper to target on Apple Search Ads so have at least one campaign to target them.
Cannibalization: when you pay for a conversion instead of getting it for free.
It's hard to predict but here are things to consider:
[💎@15:42] Experiment to measure incrementality by pausing some campaigns. Wuzzon tried to stop Apple Search Ads for a week or so and actually saw a drop in organics.
Automate for mass-optimization and leverage data visualization.
SearchAdsHQ has a benchmark for TTR/CTP/CR/CTA for Apple Search Ads.
Creatives really make a difference and should be given the attention they deserve.
Make sure you subtitle videos.
[💎@20:26] For Google UAC keep at least 1 text asset under 20 characters to avoid truncations on placements like Gmail.
Use Ad Groups and align them with your keyword themes.
Refresh your creatives regularly (every 2 to 3 months) to avoid creative fatigue. Do not change them all at once and do not change them in the first two weeks.
