This workshop covers the basics of Apple Search Ads advanced setup: structure and tracking. Here you'll learn 2 most popular types of account structure, namely, semantics- and value-based. Also, you'll find out 5 key metrics to keep track of and optimize in your ads campaigns.

1. Apple Search Ads: Preferred account
structure and performance tracking
Hanna Yurchuk
Account Executive, SplitMetrics

2. About SplitMetrics
boost your CVR in Apple
Store and Google Play with
your key A/B testing tool
https://splitmetrics.com/
get full control of ad performance and
leverage automation to grow ROI and
save time in Apple Search Ads
https://searchadshq.com/

3. What is Apple Search Ads? Why use Search Ads?
Account structure:
Semantics-based
Value-based
Performance tracking:
CPA
ROAS/ROI
Conversion Volume
Conversion Rate
CPT
Q&A
Agenda

4. Why A/B test?
(2 reasons)
What is Apple Search Ads?

5. Why A/B test?
(2 reasons)
What is Apple Search Ads?

6. Why A/B test?
(2 reasons)
What is Apple Search Ads?

7. Why A/B test?
(2 reasons)
Why use Apple Search Ads?
1. Premium ad placement - your app is on #1 in search
2. Reaching highly motivated and fraud-free audience: high-LTV users
3. Re-engagement and cross -promo
4. Brand defence: protect your brand terms
5. Data source for ASO: new search terms, test keywords performance
6. A/B test screenshots with creative sets - boost CR
7. Organic boost

8. Why A/B test?
(2 reasons)
Things to consider when setting up an
Account Structure
● Countries and regions
● Ad Relevance
● Audience segmentation

9. Why A/B test?
(2 reasons)
Countries and regions
1 storefront = 1 campaign
Deliveroo_Brand_DE
Deliveroo_Generic_DE
Deliveroo_Competitor_DE
Deliveroo_Discovery_DE
Deliveroo_Brand_US
Deliveroo_Generic_US
Deliveroo_Competitor_US
Deliveroo_Discovery_US
59 countries open now +1 next month
Note: Localization and cultural adaptation of visuals and keywords in each
region impacts heavily your TTR & CVR

10. Why A/B test?
(2 reasons)
Ad relevance
1. Technical relevance: the app’s position in search results (preferably <100);
2. Logical relevance: the bigger TTR and download rate for the app, the better;

11. Why A/B test?
(2 reasons)
Technical Ad relevance

12. Why A/B test?
(2 reasons)
Logical Ad relevance

13. Why A/B test?
(2 reasons)
Audience segmentation

14. Semantics-based account structure
Source: https://searchadshq.com/apple-search-ads-course/lesson-6-apple-search-ads-semantics-based-account-structure/

15. Brand campaign

16. Why A/B test?
(2 reasons)
New creative ads rule

17. Generic campaign

18. Search intent
Ad Group eSignature Document scanner Invoicing
Intent level High Medium Low
Intent Users look for a solution to
e-sign their documents.
eSignature is the app’s USP and
a primary paid feature.
The primary thing that users
look for is a document scanning
feature. They aren’t necessarily
interested in eSignature, but
e-signing is the next logical step
after creating the digital copy of
a paper document.
The target audience may include people
who look for an invoicing app. Such a
functionality is usually part of document
management software. However, searches
of this kind are less relevant to the app’s
USPs.
Exact
keywords
electronic signature
signature app
sign documents
document signer
e-sign
sign
scanner app
pdf scanner
document scanner
scan app
scan documents
invoice
invoice maker
invoice app
invoice maker free
invoice generator
send invoice
Source: https://asostack.com/how-to-set-up-a-systematic-apple-search-ads-campaign-structure-with-5-campaign-types-64a0fa0b21d4

19. Competitor campaign

20. Why A/B test?
(2 reasons)
⅔ of all App Searches are Branded
Source: AppsFlyer

21. Discovery campaign

22. Discovery campaign

23. Discovery campaign

24. Why A/B test?
(2 reasons)
Apple’s explanation of “Low volume” indicators in Apple’s User Interface

25. Proxy campaign

27. Why A/B test?
(2 reasons)
Campaign Goals
Campaign
goal
Brand
protection
Brand
offence
Prospecting Discovery Retargeting Cross-promo Testing
Goal
description
Protecting
brand from
losing your
relevant
audience to
competitors
Bidding on
competitor’s
keywords to
win over
their
audience
Building
brand
awareness
and
attracting
relevant
users in
search of a
solution to
their
problem
Mining
keywords
that you
probably
don’t bid on
yet
Re-engage
users who
downloaded
your app but
removed it
Promote your
other apps in
Apple Store
● Seasonality
● Track post-back
performance of
newly added
search terms
● etc.
Campaign
name
Brand Competitors Generic Discovery Retargeting Cross-brand Proxy/Probing

28. Why A/B test?
(2 reasons)
Account Structure: Value-based
Source: https://searchadshq.com/apple-search-ads-course/lesson-7-apple-search-ads-value-based-account-structure/

29. Why A/B test?
(2 reasons)
Account Structure: Value-based
Campaign

30. Why A/B test?
(2 reasons)
How to Group Keywords within this structure?

31. Why A/B test?
(2 reasons)
How to Decide Which Tier a Keyword Belongs to?

32. Why A/B test?
(2 reasons)
What is good performance?
Conversion Rate = Actions / Taps
Optimal CPT Bid = Conversion Rate * t-CPA
t-CPA - target cost per action you define yourself

33. Why A/B test?
(2 reasons)
What is good performance?
t-CPA = $20
● Tier 1 with CR 20%+ will have Max Bid = $4
● Tier 2 with CR 10-20% will have Max Bid = $2
● Tier 3 with CR 5-10% will have Max Bid = $1

34. Why A/B test?
(2 reasons)
Challenges of Managing Value-Based Account Structure
1. Staying on top of budget waterfalling
2. Staying on top of keyword tiers
3. Investing the right level of effort
4. Obtaining sufficient visibility into search terms from the Discovery
campaign

35. The most important ASA
metrics to measure:
1. Cost per Action (CPA)
2. Return on Ad Spend (ROAS) &
Return on Investment (ROI)
3. Cost per Tap (CPT)
4. Conversion Volume (CV)
5. Conversion Rate (CR)
Source: https://searchadshq.com/apple-search-ads-course/lesson-8-how-to-optimize-performance-in-apple-search-ads/

36. CPA =
spend
# of actions
● How to optimize CPA in Apple Search Ads

37. Max CPT Bid = CR * Target CPA * 1.2
CR = Conversions / Taps = 20 / 400 = 5%
Max CPT Bid = 5% * $30 * 1.2 = $1.8
(Subscription)

38. ROAS = revenue / ad spend x 100%
ROI = revenue-spend/ spend x 100%
● How to optimize ROAS/ROI in Apple Search Ads

39. LTV LT x ARPU = 2 x $40 = $80 APRU * LT
Subtract 30% of App Store fee
Subtract 20% of support costs
LTV x 50% = $80 x 50% = $40 Fixed costs for subscription
services
Break-even CPA $40 If you use this CPA, you will
get the same amount that
you pay
75% * CPA
(25% profit-margin)
75% * $40 = $30 If you use this CPA, you will
get a same of $10 from
every paying user during
their LT

40. Max CPT Bid = (Revenue / Taps) x (1 / Target ROAS) x 1.2
Max CPT Bid = ($1,000 / 400) x (1 / 2.5) x 1.2 = $1.2

41. True ROI/ROAS in Apple Search Ads
1. Redownloads
2. Limit Ad Tracking (LAT)
3. API glitch, open latencies, attribution settings.

42. ❏ Apple Ad Spend -- $200
❏ Apple Downloads -- 100
Re-downloads -- 27 (27%)
❏ LAT On Conversions -- 8 (8%)
❏ API glitch, click latencies,
attribution settings -- 5 (5%)
❏ MMP Installs -- 50 ARPU -- $5
Strict ROAS = (MMP Installs x ARPU – Spend) / Spend x 100%
Strict ROAS = (50 x $5 – $200) / $200 x 100% = 25%
Ignoring discrepancies:
Adjusted MMP Installs = 50 + 27 + 8 + 5 = 90
Adjusted ROAS = (90 x $5 – $200) / $200 x 100% = 125%
Adding discrepancies:
the Adjusted ROAS is 5 times bigger than Strict ROAS

43. CPT = ad spend / # of taps

44. Source: https://splitmetrics.com/blog/apple-search-ads-benchmarks-2020/

45. 5 ways to optimize bids:
1. Adjust bids to target metrics
2. Use negative keywords
3. Pause keywords
4. Work with segments
5. Disable underperforming
hours

46. Conversion Volume is the number of conversions generated
over a certain period

47. 1. Keywords expansion
2. Run discovery
campaigns
3. Increase or reallocate
budget
4. Expand targeting
5. Increase your bid
How to optimize CV?

48. CR= conversions/taps x 100%

49. 1. Creatives A/B testing
2. Creatives to Keywords Alignment
3. Localization
4. Work on Rating
5. Work with Segments
Conversion Rate optimization:

50. Ninja gear: Apple Search Ads Advanced
1. The Complete Apple Search Ads Course: https://searchadshq.com/apple-search-ads-course/
2. Apple Search Ads Benchmarks 2020: https://searchadshq.com/apple-search-ads-benchmarks-2020/
3. SearchAdsHQ professional exam for Search Ads: https://searchadshq.com/search-ads-exam/
4. ASO and Apple Search Ads best practices:https://splitmetrics.com/blog/

51. Any questions?
Reach out to me
hanna@splitmetrics.com
@hannayurchuk