How to Find the Best Keywords to Scale Your Campaigns (Upper-intermediate)
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Analyzing your current campaigns to increase impressions by using Apple Search Ads and ASO together is an effective way. This also helps you to find out what kind of keywords you need to use and compare them with your competitors’. In this webinar, we will go over how to conduct a health check for your ad campaigns and what kind of strategies you can follow to scale your ads. Afterward, you will have learned: - Finding new keywords through competitors; both organic & paid - How ASO affects Apple Search Ads - How to conduct a health check - How to increase impression
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How to Find the Best Keywords to Scale Your Campaigns (Upper-intermediate)
- 1. By Yusuf Barutcu - Apple Search Ads Advisor at SearchAds.com THE ULTIMATE APPLE SEARCH ADS COURSE From Zero to Expert How to Find the Best Keywords to Scale Your Campaigns UPPER-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 Finding new keywords through competitors; organic & paid Section 3 Section 4 How ASO may affect Apple Search Ads How to conduct a health check Section 5 Section 6 How to increase impressions Q&A Yusuf Barutcu Apple Search Ads Advisor at SearchAds.com
- 4. Section 1 Company Overview
- 5. Company Overview 2013 2018 Founded, released MobileAction.co Launched, SearchAds.com BETA 2019.2 SearchAds.com started as a SaaS product 2020.1 Apple Search Ads Partner 1. ASO Intelligence (App Store Intelligence) 2. Market Intelligence (DL, Revenue, MAU, DAU) 3. Ad Intelligence (creative, ad network share) 4. SDK Intelligence (App tech stack analysis) 5. Custom alerts (advanced notifications center) 1000+ Customers +60% Revenue YoY, 2019 $6M+ ASA Monthly Spend 1000+ API Connected 65 Countries App Store keywords database
- 6. Section 2 How to find New Keywords
- 7. How to Find New Keywords? How to find best KWs? ASO Thinking like a potential user Discovery Campaigns - Presents the keyword popularity metric which consists of values from 5-100. - The higher Search Popularity of a KW, the more amount of times it has been searched. 50-70% searches “Brand Based” research Using proper KW leverages your campaigns General type queries Search Popularity Search Popularity to help identify best keywords to run ads on.
- 8. Section 3 How ASO May Affect Apple Search Ads
- 9. ASO is the process of optimizing to maximize the visibility of your app. This will increase traffic, generate more organic downloads and finally improve the conversion rate. ASO = Traffic + Conversion Some ASO techniques to support Apple Search Ads; - using a descriptive title & subtitle for your app - a very good description of your app - selecting and using proper/relevant keywords - choosing the right category for your app - a well designed icon of the app - using the best images for your app screenshots - using supportive video previews - trying to get positive reviews - re-evaluating your metrics and content regularly How to use Apple Search Ads for ASO: - Identify your winning keywords (keywords that bring conversion and revenue, keywords w/ high CVR and TTR) - Use those keywords in your title, subtitle etc. - adjust images for your app screenshots, include winning keywords - re-evaluating your metrics and content regularly ASO & Apple Search Ads Supports Each Other
- 10. ASO & Apple Search Ads Better Revenue Implementing ASO Tactics (especially for selecting the best keywords) More Visibility More Impression More Download On Apple Search Ads platform; all the analyzing and improving efforts for campaigns are also aimed at this ASO and Apple Search Ads: - You can use Apple Search Ads in your ASO by checking Apple’s Recommended and Related keywords. Those keywords that Apple recommends to bid on unlocks terms the algorithm considers relevant to your apps. - So; ASO supports your Apple Search Ads performance, and Apple Search Ads tools supports your ASO, by providing the relevant keywords & suggesting indirectly.
- 11. ASO & Apple Search Ads
- 12. What to Take Into Consideration? - Keywords are a very important factor in ASO and Apple Search Ads. Make use of them wisely. - You can check what keywords competitors are using. Sometimes it’s a better idea to use close variant keywords from this competition. Select specific keywords relevant to your app. - App Store Optimization is not only about Apple Search Ads. ASO covers all the life cycle of an app and never stops running. Implementing ASO and finding new & better keywords than your competitors will help you finish the race with better results.
- 13. - Technical keyword relevance (your app needs to be relevant to keywords) - Relevance is determined based on metadata (Title, subtitle & keywords) - Proper keyword research. - Long-tail keywords + keywords with volume (scale up your campaigns & performance) - Brainstorm OR use Apple Search Ads console suggestions - ASO tool like MobileAction (a comprehensive competitive overview of your competitors keywords) Apple Search Ads + ASO= Improved Visibility and Reach Why You Should Use ASO and Apple Search Ads Together?
- 14. Section 4 Discovery Campaign
- 15. Discovery Campaign (w/ Search Match ad group & Search Match enabled And a low CPA) Set Up Track & analyze the performance Promising Metrics ● Add as exact match keyword ● Add as negative keyword to discovery campaign Repeat by increasing CPA goal & budget Irrelevant terms Good keywords need to have: High search volume, low CPA value & high relevance Using Discovery Campaign for Keywords ● Add as an exact negative keyword to a discovery campaign ● Give it more time and keep analyzing
- 16. Section 5 How to Conduct a Health Check
- 17. A short reminder of Webinar-1 Problematics Using broad & exact under the same ad group? Bidding the same KWs with different bids under different ad groups/campaigns? (check search term level as well) Are there any idle keywords (mostly due to a negative keyword) SearchAds.com’s “Duplicate Keywords” feature provides an alert mechanism for the keywords’ duplication. Easiest solution Any exact search term caught in any broad or search match on ad groups? Overspending KWs Using broad & exact under the same ad group? During a Health Check..
- 18. Actionable Strategies To Increase Impressions: ● Run ads on the same keywords as your competitor ● Run campaigns on competitor brand/app names. ● Bid your brand/app name to protect your brand. ● Run ads on high popularity relevant keywords. ● High bid & no impressions? If your app’s score is below the relevance score try adding the keyword to your metadata
- 19. Section 6 Q & A
- 20. Section 1 Organic Rankings and the performance of your keywords Section 2 Campaign performance vs. Ranking Section 3 Section 4 Solving for LAT On reporting differences How to tackle reattribution window issues Next Webinar: Solving Data Discrepancies and Advanced Reporting How to Expand Your Keywords Advanced
Editor's Notes
- 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)
- 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)
- 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)
- 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)