In previous webinars, we have successfully built the foundations for a well-structured Apple Search Ads account. Now comes the question; how do you optimize it? Are you going to deal with every single KPI and do all the tasks manually? We will be covering how to automate your ad activities.
What we'll cover includes how to:
- Automate all manual tasks & save time
- Track metrics based on goals
- Create custom metrics
- Match in-app conversion-related metrics
- Set up different goals for different KPI’s
- Best use case scenarios
Brighton SEO April 2024 - The Good, the Bad & the Ugly of SEO Success
Tracking and Automating Ad Activities (intermediate)
1. By Yusuf Barutcu - Apple Search Ads Advisor at SearchAds.com
THE ULTIMATE APPLE SEARCH ADS COURSE
From Zero to Expert
Tracking and Automating Ad Activities
INTERMEDIATE
2. Apple Search Ads Webinar Series
1. Getting Started with Apple Search Ads
2. Tuning up Apple Search Ads with Live Example
3. Tracking and Automating Ad Activities
4. How to Find the Best Keywords to
Scale Your Campaigns
5. Solving Data Discrepancies
and Advanced Reporting
Beginner
Pre-
Intermediate
Intermediate
Upper
Intermediate
Advanced
3. Agenda
Section 1 Company Overview
Section 2 Tracking your campaigns’ performance
Section 3
Section 4
How to build up your goals based on your in-app events
How to create custom metrics
Section 5
Section 6
Setting up different goals for different KPIs
& Best use case scenarios
Q&A
Yusuf Barutcu
Apple Search Ads Advisor at
SearchAds.com
7. In order to improve the performance of your
Apple Search Ads campaigns, the Apple Search
Ads metrics and KPIs to be tracked are listed
below;
* Impression *Tap *Install *TTR *CR *CPT
*CPT*Tap = Spend
*Spend/Install = CPA
*ROAS (Apple Search Ads + MMP related)
*In-app conversions (Apple Search Ads + MMP
related)
Which KPIs (Key Performance Indicators)
should you track?
10. ● They help you reach your business goals by;
* attributing user acquisition activities to
different ad networks.
* tracking your users’ in-app activities.
* tracking your campaign’s performance
● Some MMP Partners of Apple Search Ads;
* Adjust, AppsFlyer, Branch, Kochava,
Singular, Tenjin
What is MMP (Mobile Measurement Provider)?
Why are MMPs important?
MMPs, record the details (source,
date) of each one of the users.
This information is used as the
proven source data by the app
publishers for monitoring and
calculating the ROAS & ROI of
the campaigns.
11. In-app Events
In-App Conversion Events
● Attributed Install
● Sign up
● Trial Started (or Add to Cart)
● Subscription (or Purchase)
● Ad revenue
12. Implement your own choices
to your campaigns.
Select the keywords and
audiences, and set your own
bids and budgets-paying only
when a user taps your ad.
In app conversions
Detailed reports let you track
key metrics, and our APIs help
you measure value and
manage at scale.
13. Section 3
How to Build Up Your Goals Based on
Your In-App Events?
15. Your Running App
Budget/Bid Keywords Audience
App
Whatto
change?
Apple Search Ads metrics and KPIs
Revenue
Good
No Good
Think of;
- Seasonal issues
- Competitors
- Cohort Analysis
- Your goals
- ASO
- Impressions
- Reviews
Optimization & AutomationWhatto
track?
16. Section 1 A short reminder of Webinar-1
Decision Making
Metrics
Decrease bid
if….
Pause keywords
before at CPT
threshold If
Increase bid
Automation Process
Add negative
17. ● Decrease bid by CPT. If CPT target is $7...
Condition: CPT > $7
Action: Decrease bid by 5% per 12 hours
Benefit: Basic way to improve CPT. You can also
increase bid at good ROAS keywords
● Pause keywords before at CPT threshold If CPT
threshold is $5...
Condition: Install<1 & Spend $5
Action: Pause
Benefit: If you manage by CPT, it can result (e.g.)
$6 until the first install happens. You can save the
$1
● Increase bid at low impression keywords
Condition: Taps<1
Action: Increase bid 5% until $1
Benefit: Many keywords can’t have good volume
to be circled at PDCA. Let them get on the table.
Action Examples
20. Step - 1
Allocate 10%-30% of
your budget to
discovery campaign
Step - 2
Adjust keyword match
type: Broad or Search
Match On
Step - 3
Track the downloads
coming from search
terms & optimize bids
Step - 4
Choose the best search
terms based on TTR &
CPA and add them to
other campaigns
A lot of manual work😓
👉So, how to cut down on it?
Search term automation rule!
Discovery Campaign Set Up
21. CampaignAdGroup
Competitor Exact
Competitor
Discovery
Negate in the original campaign
Add Search Terms as keywords
Competitor Exact
Match
Competitor Broad
Match
Competitor Search
Match
Criteria to add Search
Terms as keywords:
CPA < $5
TTR > 10%
Search Term Level Automation Rule-Use Case
32. Section 1 How to conduct a health check
Section 2 How to increase Impressions
Section 3
Section 4
How ASO effects Apple Search Ads
Finding new keywords through competitors;
both organic & paid
Next Webinar: How to Find the Best Keywords to Scale Your Campaigns
How to Expand Your Keywords
Upper Intermediate
Notes de l'éditeur
The second layer is the campaign:
- This campaign layer lets you filter the campaign through countries/regions or the status (paused/running etc.) of the ad.
- Also in this layer, you will see;
* the total budget you allocated, spend,
* daily cap,
* LATon/off installs,
* average CPA (cost per acquisition),
* average CPT (cost per tap),
* impressions (how many times your app’s been shown in this ad campaign),
* TAPS, TTR (impression to tap rate) and CR (conversion rate)
The second layer is the campaign:
- This campaign layer lets you filter the campaign through countries/regions or the status (paused/running etc.) of the ad.
- Also in this layer, you will see;
* the total budget you allocated, spend,
* daily cap,
* LATon/off installs,
* average CPA (cost per acquisition),
* average CPT (cost per tap),
* impressions (how many times your app’s been shown in this ad campaign),
* TAPS, TTR (impression to tap rate) and CR (conversion rate)
We can go by giving examples here
The second layer is the campaign:
- This campaign layer lets you filter the campaign through countries/regions or the status (paused/running etc.) of the ad.
- Also in this layer, you will see;
* the total budget you allocated, spend,
* daily cap,
* LATon/off installs,
* average CPA (cost per acquisition),
* average CPT (cost per tap),
* impressions (how many times your app’s been shown in this ad campaign),
* TAPS, TTR (impression to tap rate) and CR (conversion rate)
Make sure your CPA or Cost Per Revenue in acceptable interval.
Increase your volume on well performing kw’s
The use case helps to UA manager saving cost, time and maximize efficiency of campaign optimization and ROAS%.
Make sure your CPA or Cost Per Revenue in acceptable interval.
Increase your volume on well performing kw’s
The use case helps to UA manager saving cost, time and maximize efficiency of campaign optimization and ROAS%.
Make sure your CPA or Cost Per Revenue in acceptable interval.
Increase your volume on well performing kw’s
The use case helps to UA manager saving cost, time and maximize efficiency of campaign optimization and ROAS%.
Make sure your CPA or Cost Per Revenue in acceptable interval.
Increase your volume on well performing kw’s
The use case helps to UA manager saving cost, time and maximize efficiency of campaign optimization and ROAS%.
Let’s assume that you would like to add the search terms of a competitor discovery campaign to the ad groups of competitor exact campaign if your CPA is below $5 and TTR is more than 10% for those search terms.
What you would normally do in these situations is to go through all the search terms of Competitor Discovery and detect the keywords that matched these conditions one by one. Then, you would need to add all the qualified search terms as keywords to the Competitor Exact and also add them as negative keywords in the original campaign. As this is a quite labor-intensive and mechanical process, it can actually be handled with an automation rule. With this simple rule, you’ll have an assistant who monitors these keywords 7/24 and cherry-picks them.