๐ Growth Gems #34 - Gems from "Maximizing Apple Search Ads"
Hi there,
Today's gems areย mined โ๏ธย from the webinar "Maximizing Apple Search Ads" at the App Promotion Summit Berlin withย Fraser Simย andย Tilly Robertsย (Redbox Mobile).
๐ #1
When a keyword is new to a campaign, put the bid higher than you normally would so you can properly sample the relevancy of the keyword for your app. Because if the TTR is too low due to a lack of impressions, ASA won't give a chance to that keyword.
๐ #2
Some longer tail keywords can work well. One example is to have your brand term + "for iPhone" or "for iPad" in the keyword. Even though it is not needed for users to specify this, it seems that some (older?) audiences do.
๐ #3
Theย keyword your search term is matched to may not be what the user searched for: it can also be what they selected from keyword suggestion. This is why we often see the full app name as being searched. You can leverage this for your brand and competitor campaigns.
๐ #4
ASO can affect your relevancy score and therefore your costs in 2 ways:
1. Through the keywords used in your app listing by providing an indication of relevancy for those searches
2. Through the presentation of your app in the search results by encouraging users to tap on your ad
๐ #5
Keyword relevancy is stored at the app level rather than at the campaign level so transferring keywords between campaigns should keep the historical performance (unless it's been too long).
๐ #6
Location targeting is based on where the Apple id was registered rather than where they actually are. It's also not uncommon for users to commute to different cities. So use it carefully.
๐ #7
If you rank 1st organically for a search term it is always the default image ad that will be shown, not the Creative Set. That's because the first 3 screenshots are used for the ad and the 3 following screenshots are used for the organic result.
๐ #8
Driving more in-app events for specific events might not be about increasing the number of impressions you're generating (through increasing your bids for example) but instead about increasing your TTR. Improving your screenshots can help increase the likelihood of users engaging with your ad.
๐ #9
The question is not necessarily if your should protect your brand or not (you probably should). It can also be at which price you decide to stop protecting your brand.
Stay savvy!
โ๏ธ Sylvain