One Level up with ASA & Google App Campaigns

Item not bookmarked
Resource bookmarked
Bookmarking...
⛏️
Guest Miner:
Sylvain Gauchet
Review star
Review star
Review star
Review star
Review star
💎  x
7

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.

Source:
One Level up with ASA & Google App Campaigns
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
June 3, 2020
Added to the Vault on:
June 8, 2020
Invite a guest
Unlock 600+ mobile growth insights 💎 - for FREE
💎 #
1

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. 

05:21
💎 #
2

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. 

09:58
💎 #
3

Align timeframes between Adjust and Google to limit discrepancies: change your Google Ads platform to the one of your MMP. 

10:16
💎 #
4

When you segment your ads in the App Store for gender or for age, Apple will stop showing the ads to LAT On users.  

12:55
💎 #
5

The LAT On cohort is approximately a third cheaper to target on Apple Search Ads so have at least one campaign to target them. 

13:18
💎 #
6

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. 

15:42
💎 #
7

For Google UAC keep at least 1 text asset under 20 characters to avoid truncations on placements like Gmail. 

20:26
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

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. 

05:21
💎 #
2

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. 

09:58
💎 #
3

Align timeframes between Adjust and Google to limit discrepancies: change your Google Ads platform to the one of your MMP. 

10:16
💎 #
4

When you segment your ads in the App Store for gender or for age, Apple will stop showing the ads to LAT On users.  

12:55
💎 #
5

The LAT On cohort is approximately a third cheaper to target on Apple Search Ads so have at least one campaign to target them. 

13:18
💎 #
6

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. 

15:42
💎 #
7

For Google UAC keep at least 1 text asset under 20 characters to avoid truncations on placements like Gmail. 

20:26
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

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. 

05:21
💎 #
2

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. 

09:58
💎 #
3

Align timeframes between Adjust and Google to limit discrepancies: change your Google Ads platform to the one of your MMP. 

10:16
💎 #
4

When you segment your ads in the App Store for gender or for age, Apple will stop showing the ads to LAT On users.  

12:55
💎 #
5

The LAT On cohort is approximately a third cheaper to target on Apple Search Ads so have at least one campaign to target them. 

13:18
💎 #
6

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. 

15:42
💎 #
7

For Google UAC keep at least 1 text asset under 20 characters to avoid truncations on placements like Gmail. 

20:26
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.

Wuzzon works at the different steps of the funnel


Work on ASO


[💎@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:

  • Insights and search volume for keywords
  • Increases your organic traffic and app ranking
  • Improves keyword indexing
  • Gives you intel on keywords where you're #1 to avoid cannibalism
  • Improves your store assets that will then be used by ad 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.


Link your MMP

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:

  • Apple and Google measure a conversion based on downloads initiated but MMPs look at first open.
  • [💎@09:58] Change your installs campaign on Google to a CPA campaign with the event of first open as conversion event to limit discrepancies.
  • [💎@10:16] Align timeframes between Adjust and Google to limit discrepancies: change your Google Ads platform to the one of your MMP.
  • Most MMPs have a different definition for re-attribution. If you target only new users you will have less discrepancies.


LAT On users

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.


ASA & Organic results

Cannibalization: when you pay for a conversion instead of getting it for free.

It's hard to predict but here are things to consider:

  • Most likely to occur for brand searches.
  • It's a bigger concern for well-known brand.
  • If you don't bid for your brand, competitors will bid for it.


[💎@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.

Focus on your creatives

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.



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

Wuzzon works at the different steps of the funnel


Work on ASO


[💎@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:

  • Insights and search volume for keywords
  • Increases your organic traffic and app ranking
  • Improves keyword indexing
  • Gives you intel on keywords where you're #1 to avoid cannibalism
  • Improves your store assets that will then be used by ad 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.


Link your MMP

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:

  • Apple and Google measure a conversion based on downloads initiated but MMPs look at first open.
  • [💎@09:58] Change your installs campaign on Google to a CPA campaign with the event of first open as conversion event to limit discrepancies.
  • [💎@10:16] Align timeframes between Adjust and Google to limit discrepancies: change your Google Ads platform to the one of your MMP.
  • Most MMPs have a different definition for re-attribution. If you target only new users you will have less discrepancies.


LAT On users

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.


ASA & Organic results

Cannibalization: when you pay for a conversion instead of getting it for free.

It's hard to predict but here are things to consider:

  • Most likely to occur for brand searches.
  • It's a bigger concern for well-known brand.
  • If you don't bid for your brand, competitors will bid for it.


[💎@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.

Focus on your creatives

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.



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

Wuzzon works at the different steps of the funnel


Work on ASO


[💎@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:

  • Insights and search volume for keywords
  • Increases your organic traffic and app ranking
  • Improves keyword indexing
  • Gives you intel on keywords where you're #1 to avoid cannibalism
  • Improves your store assets that will then be used by ad 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.


Link your MMP

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:

  • Apple and Google measure a conversion based on downloads initiated but MMPs look at first open.
  • [💎@09:58] Change your installs campaign on Google to a CPA campaign with the event of first open as conversion event to limit discrepancies.
  • [💎@10:16] Align timeframes between Adjust and Google to limit discrepancies: change your Google Ads platform to the one of your MMP.
  • Most MMPs have a different definition for re-attribution. If you target only new users you will have less discrepancies.


LAT On users

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.


ASA & Organic results

Cannibalization: when you pay for a conversion instead of getting it for free.

It's hard to predict but here are things to consider:

  • Most likely to occur for brand searches.
  • It's a bigger concern for well-known brand.
  • If you don't bid for your brand, competitors will bid for it.


[💎@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.

Focus on your creatives

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.