Apple Search Ads - What / How / Why App Store Search Marketing - ASO + ASA @Thomasbcn at Applause.io, Barcelona May 2017. Pickaso TheTool

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@thomasbcn
linkedin.com/in/thomasbcn

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What?

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A prime spot within the AppStore
1 ad placement
Play Store 2, Google 4

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3 ad layout
No leverage on creatives

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4 countries
April 2017

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Interface

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Interface

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Country
Naming
Caps
How?

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Naming
Devices
Bid
(CPI bid)

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Search Match
Keyword search
Add query
Negatives

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New/existing
Gender
Age
Location

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Structure your account
Country US / UK / AU / NZ
Concepts brand / generic / competitors
Match type Exact / Broad / Search Match
Devices iPhone / iPad
Demographics Age, gender, locations
Re-engagement
Isolate Search Match
Use negatives

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Stay relevant

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Competitive bidding

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Get ready for a fight

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Rising prices
#APSBerlin, November 2016
“Affordable for early adopters ..
… but hurry up:
CPI already raised x1.5-3 since launch”

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Attribution & discrepancies
25% to 50% discrepancy Apple/MMP is “normal”
Why?
• Conversion definitions
• Server delays
• IDFA0

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Keyword match
• Exact keywords
• Broad keywords
• Negative keywords
• Special characters
• Search match only for exploration

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More caveats…
No impression share
No changelog
No bid modifier I/O
No bidding guidance
No creative testing*
No post install data reporting or optimization
Search match queries not reported to MMP
No split Organic/Ads in itunes connect Search metrics

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Interface issues
• Login errors
• Reporting total, dates, metrics
• API doc
• Empty account!
• Duplicates (> April 2017)

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Tools

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The ASA tool you never heard about

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Beta access:
searchadshq.com/8fit

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searchadshq.com/8fit

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searchadshq.com/8fit

27. Apple Search Ads - applause.io © @thomasbcn 2017
searchadshq.com/8fit

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Looks like a mess!
I have little/no budget
I’m focusing on ASO
Why pay?!

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Occupy more store real estate

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Fraud free quality traffic
+33% median retention
Appsflyer performance index, Q1 2017

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Reach new placements
Steal from your competitors

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Protect your brand

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App store Search Marketing
=
ASO
+
Paid Search
+ App packs

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Open the ASO black box
> 2016 inconsistent volume estimates:
web-based, extrapolated, Play Store mixed with Google Search
2017 Search Popularity
Chrome extension
TheTool, Apptweak, Mobile action

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Unprecedented ASO insights

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Leverage paid search data for ASO
Deep dive at query level
• Variants details
• Keywords research
• Brand/competition monitoring

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ASO criteria
• Relevance Quality score1, impressions, CPT, TTR, CVR
• Traffic Search popularity2, impressions, IS 1
• Competition CPT, CPI, Impressions, IS 1, position 1
1 Adwords only 2 Search Ads only

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ARPU/query from paid search
=
Fuel for ASO

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Aim ASO for the bottom line
Unveil query retention & LTV
• Ponderate volume with intent
• Avoid low converting concept

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“Adwords for the AppStore”
• Structure account and data
• Be ready for the bidding war
• Occupy prime real estate
• Gather actionable ASO insights
@thomasbcn