Apple Search Ads - App Promotion Summit Berlin 2016
27
1 1 Apple Search Ads 11/30/2016 @Thomasbcn #APSBerlin
Transcript of Apple Search Ads - App Promotion Summit Berlin 2016
11
Apple Search Ads
11/30/2016 @Thomasbcn #APSBerlin
44
@Thomasbcn #APSBerlin
App Installs Ads
Launch Summer 2015 Fall 2016
Geo Worldwide US only*
Mobile web
App store
iOS & Android
Android
N/A
iOS
Keyword ResearchDetailed impression
volume, blended web/appstore
Indexed impression volume, US iOS
AppStore
Goals ProspectionRe-engagement
ProspectionRe-engagement
22% US web search2% US mobile web searchNo App install ads0% app store search
55
@Thomasbcn #APSBerlin
App Installs Ads
Billing CPC & CPI* (*android only)
CPT(Optional CPI target)
TargetingOptions beside
keywords
Phones/tablets (bid)Location (bid)
--
Scheduling (bid)Languages
Phones/tablets (I/O)Location (I/O)
GenderAge range
Scheduling (I/O)-
Match typesBroad
Broad modifierPhraseExact
Search BroadExact
Creatives User defined1 line, text only
Automated2 lines + screens
Ad placements 2(+) 1
Competitive bidding Position #2(exc. yours)
Position #1(inc. yours)
66
@Thomasbcn #APSBerlin
How to set up Apple Search Ad Campaigns – Incipia
Interface overview
77
@Thomasbcn #APSBerlin
Interface overview
88
@Thomasbcn #APSBerlin
Interface overview
99
@Thomasbcn #APSBerlin
Why?
Unprecedented ASO insights
Affordable CPI so far
Promising post-install metrics
Fraud-free first party traffic
Competitive war
No minimum. First $100 for free (2016)
1010
@Thomasbcn #APSBerlin
Unprecedented ASO insights
Until now: - ASO tools volume estimates mostly extrapolated from web data and inconsistent- query specific data from Adwords only from web search on iOS, mixed web/store on Android
Now:- Apple Popularity index Chrome extension, Apptweak, Mobile action- Query-level TTR, install conversion & post-install metrics
1111
@Thomasbcn #APSBerlin
Unprecedented ASO insights
1212
@Thomasbcn #APSBerlin
Market benchmark (US iOS)Charboost $3.04Geenapp $1.92Fiksu up to $4Singular $2.99 to $8.63
Search Ads:Mobile Action $0.40Singular $1.31Advertisers report $0.24, $0.31, $0.43, $0.71, $0.85
… Hurry up: CPI already raised x1.5-3 since launch
Affordable CPIs for early adopters
1313
@Thomasbcn #APSBerlin
Promising post-install metrics
1414
@Thomasbcn #APSBerlin
But… early days issues
Interface
Scalability
Keyword Match
Relevance
Attribution
Creatives
Impression share
1515
@Thomasbcn #APSBerlin
Interface issues
Login errors
Multiple bugs
Reporting: total, dates, reports
Editing: low limits, bugs
Duplicates management
API documentation
1616
@Thomasbcn #APSBerlin
Scalability & sustainability
Inventory capped and undisclosed
US only so far*
CPT/CPI rising fast
“Initially we had very good results. Very low CPTs and CPAs, High TTR and CRs. This has dramatically
changed since the beginning of November. Volume is down and prices are up”, Look
1717
@Thomasbcn #APSBerlin
November trends
Volume ↑↑↑
CPI ↑↑
ROAS ↓
1818
@Thomasbcn #APSBerlin
Keyword match
Exact match: limited volume, not really exact
Broad match: very broad
Search match: exploration (extremely broad)
Negative keywords
No broad modifier, no phrase match
Don’t use special characters!
> Account structure issues
1919
@Thomasbcn #APSBerlin
Attribution discrepancies
20% to 40% discrepancy Apple/MMP is “normal”
- Install definition: “initiated download” vs “first open”
- Apple servers delay to MMP
- IDFA0 users not reported
Each ~ 10% to 20% discrepancy!
Also within the interface at campaign/adgroup level sometimes…
“Apple is responding to our requests too slowly, which causes discrepancies”, Adjust
2020
@Thomasbcn #APSBerlin
Competitive war
2121
@Thomasbcn #APSBerlin
Competitive bidding
2222
@Thomasbcn #APSBerlin
Tap on high volume brands traffic?
2323
@Thomasbcn #APSBerlin
Miss out, and lose organic traffic!
2424
@Thomasbcn #APSBerlin
Protect your brand
It took Google over a year to correct this
2525
@Thomasbcn #APSBerlin
Relevance score?
Undisclosed value, methodology
Limited leverage
Brand terms CPT surface RS inconsistency
2626
@Thomasbcn #APSBerlin
Other caveats
No creative testing
No bid modifier: I/O
No changelog
No bidding guidance
No post install data optimization or integrated reporting
No impression share / inventory insights
Search match keyword level reporting to MMP?
Impact on organic?! (Incipia)
2727
@Thomasbcn #APSBerlin
Apple Search Ads : takeaway
Unparalleled UA source
Real data insights for ASO
Excellent CPI & ROAS… so far
Still in beta? Interface & tracking issues
> Jump in early & tap in
![Get off your [TV] ads and mobilize! (Part 1 - How Apple will Mobilize TV Advertising)](https://static.fdocuments.in/doc/165x107/554d2694b4c905ca208b4efd/get-off-your-tv-ads-and-mobilize-part-1-how-apple-will-mobilize-tv-advertising.jpg)
