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

1. Apple Search Ads
Benchmarks
STATS! STATS! STATS!

2. Alexandra Lamachenka
alexandra@splitmetrics.com
Follow on LinkedIn!

3. What is your biggest challenge?

4. TTR (tap-through rate)
≈ 7.11% ≈ 19%

5. TTR (tap-through rate)

6. TTR (tap-through rate)
brand keywords zone

7. Why is your CPA high?
(and is it?)

8. CPT CPA CPI
TTR CVR IR
(cost per tap) (cost per acquisi/on) (cost per install)
(tap-through rate) (conversion rate) (install /open/ rate)

9. $0.62 $0.63
$0.77 $0.61
$0.38 $0.54
$0.81
$1.30 $1.32
$1.75 $1.17
$0.87
$1.52
$1.09
Av. Cost per Tap Av. Cost per AcquisiKon

10. CPT (cost per tap)
Average CPT
$0.84

11. CPT (cost per tap)
Average CPT
$0.84

12. CPT (cost per tap)
Average CPT
$0.84

13. CPA(=Cost per Download)
CPI(Cost per Install)
=

14. IR (Install or Open rate)
50%

15. CPA (cost per acquisiKon)
Average CPA
$1.76

16. CPA (cost per acquisiKon)
Average CPA
$1.76
wait a minute

17. CPT CPA CPI
TTR CVR IR
(cost per tap) (cost per acquisi/on) (cost per install)
(tap-through rate) (conversion rate) (install /open/ rate)

18. CVR (conversion rate) from ASA

19. CVR (conversion rate) from Facebook Ads

20. $2.74CPI with Facebook Ads in the US,
according to AdEspresso
$3.04CPI with Apple Search Ads in the US,
according to AdEspresso

21. Set up the right structure
Op=mize app page conversions
Get rid of keywords with nega=ve ROI
Bid up key audience segments
etc.
How to pay less?

22. Send quesKons to
alexandra@splitmetrics.com
or connect on LinkedIn!