Optimize Your Apple Search Ads: Best Practices

How to Get Started with Apple Search Ads

Hey guys, I'm Matt and I'm a platform growth team leader at iron Source Luna. I work on our Apple search ads product and I'm here to talk a little bit about how Apple search ads work and how you can scale your campaigns.

- Definition of Apple search ads

- Increase in ad spend

- Reasons for advertisers to use Apple search ads

1. Brand protection:

- Bid on company name to prevent competitors from stealing users

2. User growth:

- Access to users beyond traditional channels

- High intent users

3. Discovery campaigns:

- Search match and broad match options

4. Structuring advanced campaigns:

- Campaigns, ad groups, and keywords

- Four different kinds of campaigns: brand, generic, competitor, and discovery

- Audience targeting

- Max bid and keywords

- Exact match and broad match

5. Search tab campaigns:

- New offering with no minimum spend

- Apple search ads provide a native user experience and cater to a user's specific need

- Advanced campaigns are recommended for full control and scalability

- Search tab campaigns have potential for future growth

- Analyze campaign level reports to optimize results

6 Apple Search Ads Tips 🔥 How to build a Successful ASA Campaign

Apple search ads can be a great way to bring new users to your app or mobile game. However, running a campaign without prior knowledge can be tricky and lead to wasting time and money. In this article, we will discuss Apple search ads best practices and examples that can help you save time and see better results.

Best Practices:

1. Use Apple search ads advanced: With Apple search ads advanced, you can define your keywords or target audience, your creative sets, and get in-depth reports about your campaigns' performance. This will help you get the best results.

2. Define a good keyword strategy: Apple search ads run based on keywords, so it is essential to define a good keyword strategy to analyze your campaigns and get the best results. There are different possibilities to split up your keywords into different campaigns.

3. Split up your keywords into different campaigns: One easy strategy is to split up your keywords into brand keywords, competitor keywords, and general or discovery keywords.

- Brand keywords: These are keywords related to your brand name or company.

- Competitor keywords: These are keywords related to your competitors' names.

- General keywords: These are keywords that people are not yet associating with your app or your competitors' app.

4. Use negative keywords: Negative keywords are keywords that you don't want to rank for within specific campaigns. This will help you optimize your campaigns and figure out which ones are running and which ones are not.

5. Define your creative sets: Creative sets are the screenshots or preview videos that will be placed in your ad. You can create different creative sets for different target audiences.

6. Optimize your App Store listing: It is essential to optimize your App Store listing because sending traffic to your App Store page that is not converting can lead to losing money. Invest in App Store optimization before jumping into Apple search ads.

Apple search ads can be a great way to bring new users to your app or mobile game. By following these best practices, you can save time and see better results. Don't forget to optimize your App Store listing before jumping into Apple search ads. Keep optimizing and stay ahead of the competition.

Simple Formula to Decrease Cost-Per-Acquisition on Apple Search Ads (Part 3/3)

In this article, we will discuss how to decrease your cost per install on Apple search ads and the best practices and strategies to help you scale your campaign. We will cover the following points:

- Introducing the topic of decreasing cost per install and scaling your Apple search ads campaign.

Part Three of Apple Search Ads Tutorial:

- Recap of the previous two parts of the tutorial.

Decreasing Cost per Acquisition:

- Simple formula to decrease your cost per acquisition: ideal cost per tap = cost per acquisition x conversion rate.

- Using a handy Google spreadsheet to calculate ideal cost per tap based on conversion rates.

- Adjusting bids based on conversion rates to optimize your campaign.

Scaling Apple Search Ads:

- Increasing user conversion rates to increase revenue per download.

- Adding more keywords beyond the obvious ones to expand your reach.

- Increasing cost per acquisition goals to optimize your cost per tap.

- Adding more geos to your campaign to target high-converting countries.

- Setting up a retargeting campaign to target returning users.

- Exploring the new search tab campaign option for increased visibility.

- Recap of the strategies and best practices covered in the article.

- Encouragement to check out appmasters.com for affordable campaign management services.

The Best Way to Structure Your Apple Search Ads Campaign (Part 1/3)

In this article, Steve Pyeong, the founder of Wrapmasters.com, shares tips on how to structure Apple Search Ads campaigns and how to set the ideal cost per tap for target cost per download. The article includes an introduction, bullet points, and a conclusion.

Steve Pyeong introduces himself and his website, which provides content related to helping people grow their app downloads and revenues. He then talks about the topic of the article, which is Apple Search Ads and how to structure campaigns to achieve maximum results.

Bullet points:

- The campaign structure should include four campaigns for each country: exact, broad match, search match, and brand match.

- The exact campaign should target the most relevant keywords and be set on exact match.

- The discovery campaigns (broad match and search match) should let Apple do most of the work and have the exact match keywords as negatives.

- The brand match campaign is optional and should protect the brand against competitors.

- The starting cost per tap for conservative exact match campaigns should be multiplied by 30%.

- The article will cover how to scale campaigns and lower cost per install in future parts.

Steve Pyeong invites readers to stay tuned for the next part of the Apple Search Ads series, where he will set up the remaining campaigns and share tips on scaling and lowering cost per install. He also encourages readers to like and subscribe to his content to help him grow.

Best Practices on Apple Search Ads

Best Practices for Apple Search Ads:

- Ask yourself if Apple search ads makes sense for your app.

- Understand your goals for the campaign.

- Choose the correct customer type based on your goals.

- Consider limited ad tracking (L80) when targeting users.

- Structure your campaigns by themes, user types, and initiatives.

- Use negative keywords and adjust bids as necessary.

- Analyze top-performing keywords and move them into their own campaigns.

- Use the discovery campaign for keyword expansion purposes.

- Use creative sets to test different ad variations.

Additional Benefits of Using Ken Xu:

- Keyword suggestion tool to help scale campaigns.

- Pull in MMP data dynamically for better performance analysis.

- Ability to make bulk adjustments across multiple campaigns, ad groups, and storefronts.

By following these best practices and utilizing Ken Xu's features, users can improve the performance of their Apple search ads campaigns. It's important to structure campaigns carefully, analyze data regularly, and make adjustments as necessary to achieve your goals.

How to run apple search ads in 2022 (part 1)

Hey everyone, welcome back to the channel! If you're new here, my name is Rahul, and I'm a marketer from New Zealand. On this channel, we talk about everything related to paid ads and e-commerce. Today, I want to share my experience of working with mobile apps and SAS tools and the market for teaching how to run Apple search ads on YouTube.

In this video, I'll break down the full structure of running Apple search ads, including what to look out for, budget allocation, and the keywords you should be searching for. Before we get into the ad account, let's briefly discuss the structure of the campaigns.

I like to map out what the campaigns will look like before setting them up. Ideally, we'll have four campaigns per country. These four campaigns will be different. The first one is an exact keyword campaign, solely about an exact match to the keyword you give Apple. The rest of the campaigns will be discovery campaigns, where Apple will tell us different types of keywords that we can ideally find, and we can slowly move those into our exact keyword campaign.

The first discovery campaign is broad. This campaign will be a copy-paste of your exact keywords, except we won't have the exact parameters anymore. It'll just be broad, and we'll exclude all the exact match keywords that are in here. The search match campaign is going to include no keywords at all. The only thing you're going to do is toggle the search match option that's available when you set up the campaigns. Finally, the last campaign, which is optional, will be a brand campaign solely bidding against yourself.

Now, let's get into the ad account. When you land in your Apple ad account, you'll see a basic UI with your app on the right-hand side. Head over to the top left where it says basic and change it to advanced. This will take us to the advanced dashboard where we can set up our search ads.

Once we click on Create Campaign, we want to search for our actual app that's associated with our account. Now it's going to show up with a bunch of options that you have to go through and fill out. We'll focus on the exact keyword campaign. We'll name it Reach-our agency-exact-USA. The budget varies quite a lot, so we can have a daily budget of a thousand dollars. With Apple, we've noticed that it doesn't actually spin the four-thousand-dollar sum. We can start off smaller, maybe a hundred dollars a day. You can change the start day or end date if you're having a fixed campaign.

For the ad group setting, we'll call it broad us, and the max cost per tap is something we can play around with. The suggested cost per tap by Apple is quite expensive, so we'll go with 70 cents. We can add more keywords tailored around the keyword research you do prior to coming into this ad account.

Moving on to the audience section, we can target different mobile types, but I would recommend leaving it on iPhone only. For customer types, it usually is selected as all users, but we'll focus on new users only. In the demographics, we can target females only if our audience is more dependent on females. If we have certain areas or states, we can target those specifically.

We can launch ads depending on the day we want it to and make sure it runs in particular times of the day. Finally, for the ad creative, we can do some cool A/B testing, test out different types of text and screenshots. Apple has just released the custom option where we can create a custom product page and a separate UI. We can test out different types of creators for the first one or two screenshots or test out the text in the creative.

In conclusion, running Apple search ads can be a bit complex, but with the right structure, you can optimize your campaigns for better results. In the next part of this three-part series, I'll discuss the other three campaigns, how to scale campaigns, and reduce the cost per install. Don't forget to subscribe to the channel for more such informative content.