Slides presented by SearchAdsHQ during All Things ASA Online Conference, hosted by SearchAdsHQ

1. Apple Search Ads:
Scaling & Optimization

2. Anton Tatarinovich
anton@splitmetrics.com

3. Pt. 1 Pt. 2
Scaling Optimization

4. Scaling
Part 1
Apple Search Ads

5. Main metric to track while scaling:
Impression share

6. 1. Increase # of keywords in ad account
2. Increase CPT bid
3. Expand targeting
4. Change app metadata by adding high-volume keywords
considered by Apple as not relevant to the given app
4 ways to scale:

7. 1. Increase # of keywords in ad account
2. Increase CPT bid
3. Expand targeting
4. Change app metadata by adding high-volume keywords
considered by Apple as not relevant to the given app
4 ways to scale:

8. 1. Increase # of keywords in ad account
2. Increase CPT bid
Increasing CPT bid may negatively impact ad
performance (ROI/ROAS), the increase in spend does
not necessarily lead to the increase in revenue

9. 1. Increase # of keywords in ad account
2. Increase CPT bid
3. Expand targeting
May not be suitable for some apps. It also may
negatively impact ad performance (ROI/ROAS) due to
less engaged users tapping on an ad.

10. 1. Increase # of keywords in ad account
2. Increase CPT bid
3. Expand targeting
4. Change app metadata by adding high-volume keywords
considered by Apple as not relevant to the given app

11. Increase # of keywords in ad account
(how though?)

12. Add all of your existing keywords from Brand/Generic/Competitors (Exact) groups:
a) as negative exact keywords to Discovery (Search Match & Broad Match
Keywords) ad groups;
b) as targeted broad keywords to Broad Match Keywords ad group.
Step 1

13. Step 2
Search Terms
Good
Not enough
data
Bad

14. Step 3
Add all good STs:
a) as targeted exact keywords to corresponding Brand/Generic/Competitors
(Exact) ad groups;
b) as negative exact keywords to Discovery (Search Match & Broad Match
Keywords) ad groups;
c) as targeted broad keywords to Broad Match Keywords ad group.

15. Step 4
Discovery ad groups
(Search Match &
Broad Match Keywords)
Bad STs
as negative exact KWs

16. Step 5
Perform steps 2-4 weekly
Gradually increase # of relevant KWs
Increase traffic volume

17. Step 6
Traffic volume will start naturally dropping - OK
To keep mining new KWs:
a) Increase CPT bid in Discovery (Search Match & Broad Match Keywords)
(use minimal bid at the beginning)
b) Use SearchAdsHQ’s Keyword Planner to find new relevant keywords, add them as
Exact and Broad keywords (by analogy with SMs on Step 3)

18. Keyword Planner

19. Optimization
Part 2
Apple Search Ads

20. Funnel
Automation

21. 2. Downloads
1. Auction
3. Goal action

22. Auction
Are your ads running?
Ads may not run due to:
● Low CPT bid
● Low relevance

23. # of Impressions
CPT bid CPA goal
… is influenced by

24. To grow TTR -
optimize keyword relevance
and creatives

25. To increase
on-page CVR
Optimize creatives on

26. Download ≠ Install
Keep in mind ...

27. Target
in-app goal
Keyword relevance
Targeting
App quality
In-app retention

28. 1. Auction
2. # of Impressions
3. TTR and cost-per-tap
4. App page conversion
5. In-app goal

29. 1. Auction
2. # of Impressions
3. TTR and cost-per-tap
4. App page conversion
5. In-app goal $10 $2.9
20% 35%
20% / $2 40% / $1
Rarely win Often
100 200

30. Automated rules for keywords
1. Alerts
2. Bids & Budget management
3. Ads Scheduling
4. Bulk updates

31. Automated alerts for campaign events

32. Manage bids automatically
based on campaign events

33. Automate, optimize and manage your
Apple Search Ads
SearchAdsHQ.com

34. Thank you!
anton@splitmetrics.com