Did you know: 50% of users who tap on your Apple Search Ads end up downloading it? Apple claims that the average Cost-Per-Tap is 50 cents, which means the average Cost-Per-User is just $1! Here are 5 advanced tips you can apply to further reduce cost, improve overall performance and drive scale across your campaigns.
1. Campaign Structure
Ensure you have a rock-solid campaign structure in place prior to building out your campaigns as this can have a significant impact on your campaign performance. By clearly outlining your campaign structure in Apple Search Ads, this will make it very easy to identify areas of your campaign that are performing well, those that are not and new opportunities to test.
- Brand – includes all your company’s branded search terms
- Generic – includes generic keywords that target your product or service
- Competition – includes all your competitor keywords
2. Structure your keywords into Ad Groups
The next tip is to structure your keywords into “Broad Match” and “Exact Match” Ad Groups for each of your campaigns. This will make it easy to drill down into each of your campaigns to determine which set of keywords need to be optimised.
- Ad Group 1 = Broad Match Branded Keywords
- Ad Group 2 = Exact Match Branded Keywords
3. Boost TTR with Negative Keywords
I’d strongly recommend using Apple Search Ad’s negative keyword feature to prevent any unwanted traffic that does not fit your audience type. You can set up negative keyword lists corresponding with each of your Ad Groups as shown below.
Important to note, you need to be very specific with the keywords you choose, as you can end up excluding your targeted keywords in this list.
4. Keyword Analysis
If you’re new to Apple Search Ads, Search Match is a great feature that will match your ad to relevant search terms without having to actively bid on them. This feature uses metadata in your app store listing, data from similar apps in your category and other relevant search data.
Under the tab “Search Terms” in the keyword tool, is arguable one of the most important optimization features you can use to improve your campaign’s performance. This nifty feature will tell you which search terms are triggering your keywords. You can use this info to identify new keywords to target and keywords that should be added to your negative list.
Estimated Search Volumes
ASA keyword tool provides estimated search volumes on your chosen keywords. Ideally, you should be looking for keywords that have high search volumes with minimal competition thus resulting in lower TTR and higher ROI.
Third Party Tools
There are a number of third party tools that you can also use to identify search trends, estimated search volumes and discover new keywords outside of Apple Search Ads. To view some of these tools, check out my App Marketing Stack.
5. Ad Creative
Not much to see here, but I wanted to point out that Apple Search Ads creates the ad on your behalf using meta data from iTunes Connect. ASA does not support custom content, so it’s important to ensure your ASO strategy is on point and up to date.
Apple Search Ads Calculations:
One final note, I’ve also included the calculations ASA use to determine key reporting metrics which you might find helpful.
- Avg CPT: Average Cost Per Taps = Spend / Taps
- Avg CPA : Average Cost Per Action = Spend / Conversions
- TTR : Tap Through Rate= Taps / Impressions * 100%
- CR: Conversion Rate = Conversions / Taps * 100%
Did you find this article helpful? I’d be really interested to hear some of the techniques you use to optimize your Apple Search Ads.