The mobile app marketing industry is experiencing major effects of COVID-19.
SearchAdsHQ looked into the impact of COVID-19 on Apple Search Ads across 6 category groups (Games, Work from Home (Education, Business, Utilities), Photo & Video, Health & Fitness, Finance and Travel) in the countries most affected by the coronavirus outbreak.
Read the full report here: https://splitmetrics.com/blog/impact-of-covid19-on-apple-search-ads/.
For other industry averages and trends, get Apple Search Ads Benchmarks Report 2020: https://searchadshq.com/apple-search-ads-benchmarks-2020.
Who needs spwyare when you have COVID-19 apps?Megan DeBlois
With the current pandemic, privacy concerns have emerged around the large number of applications being published and promoted around the globe. From symptom tracking to contact tracing, the COVID-19 App Tracker Project (https://covid19apptracker.org) aims to automate detection of new and modified applications published on the Google Play Store.
Our session will discuss C19 app trends around the globe, emerging concerns, and what is required for greater transparency around the applications created and data collected by governments around the world.
2024 WTF - what's working in mobile user acquisitionJohn Koetsier
What is working for app publishers in 2024 while there's so much bad news everywhere?
This is a presentation I delivered at Mobile Apps Unlocked (MAU) in Las Vegas in April.
Who needs spwyare when you have COVID-19 apps?Megan DeBlois
With the current pandemic, privacy concerns have emerged around the large number of applications being published and promoted around the globe. From symptom tracking to contact tracing, the COVID-19 App Tracker Project (https://covid19apptracker.org) aims to automate detection of new and modified applications published on the Google Play Store.
Our session will discuss C19 app trends around the globe, emerging concerns, and what is required for greater transparency around the applications created and data collected by governments around the world.
2024 WTF - what's working in mobile user acquisitionJohn Koetsier
What is working for app publishers in 2024 while there's so much bad news everywhere?
This is a presentation I delivered at Mobile Apps Unlocked (MAU) in Las Vegas in April.
Presentation slides from thinkLA Digital 101 Seminar. Event held on June 14, 2011. Presented by Marian Thomas, Horizontal Packaging & Sales Strategy, Yahoo!
#CorumReport, May 2018: M&A Launch - 10 Tips to Ensure SuccessCorum Group
Selling a technology company is a complex process. Where do you begin? The best place to start is with an intensive “launch meeting” with key stakeholders and the deal team from your advisor. During the May edition of Tech M&A Monthly, Corum Group draws back the curtain on their launch meeting process, built from the largest body of tech M&A in history. Who should be in the room? What needs to be covered? What should you leave out? How do you make sure to get the most value from this unique opportunity? Tune in Thursday, May 17, as Corum’s global team of senior dealmakers outlines the best way to kick off the most important transaction of your life.
Software Industry Financial Report - AltQuest GroupMichael Herlache
About AltQuest Group
Software Industry Macroeconomics
Public Software Financial and Valuation Performance
Public SAAS Company Financial and Valuation Performance
Public Internet Company Financial and Valuation Performance
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#FutureinFocus examines how the latest trends in PC online usage, display advertising, online video, mobile usage that are shaping the Canadian digital marketplace and what it means for the year ahead... (via comScore)
Tech M&A Monthly: Seller's Panel - August 2013Corum Group
With valuations at multi-year highs, record cash held by buyers and an increasingly active Private Equity community, what's it like to sell in today's environment?. This August, tune in to our annual sellers panel to hear from CEOs and owners of tech firms like you who successfully sold their company in just the past few weeks. Learn how they did it in today's M&A market and tips to take advantage of this historic cycle to improve your value and partnering options. We'll hear from:
Martin Bittner, CEO of SolveDirect, acquired by Cisco
Gavin Weigh, CEO of RapidBlue, acquired by ShopperTrak
Heber Allred, Owner of PlanSwift, acquired by Textura
Plus, the latest deals, trends and valuations in Corum's monthly M&A market update.
As a part of the Strategy Assignment during MBA. We tried to create a Strategic Landscape of Google Inc. This is one of the best presentations we ever made. I made it with my friends Abhishesh Kumar Sharma and Virindersingh Villkhoo
Creating an Effective A/B Testing Strategy for App StoresSplitMetrics
Creating an effective A/B testing strategy can be a real challenge. We joined the App Radar Webinar to answer all the hot-button questions:
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How to design hypothesis and evaluate results
How to get real techniques and strategies to follow
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As a part of the Strategy Assignment during MBA. We tried to create a Strategic Landscape of Google Inc. This is one of the best presentations we ever made. I made it with my friends Abhishesh Kumar Sharma and Virindersingh Villkhoo
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Creating an effective A/B testing strategy can be a real challenge. We joined the App Radar Webinar to answer all the hot-button questions:
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A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
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Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
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For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
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2. searchadshq.com
Average Daily Hours Per Device on Mobile
During COVID-19 Pandemic
1st Phase of Countries Impacted at Scale 2nd Phase of Countries Impacted at Scale 3rd Phase of Countries Impacted at Scale
3. Research objectives
1. Understand how COVID-19 affected:
2. Confirm the assumptions:
Key metrics – Downloads and Cost per Acquisition (CPA) – in the worst-hit
countries;
User behavior across different categories.
Entertainment and remote collaboration apps are growing in popularity;
The usage of travel and booking apps is reducing.
searchadshq.com
4. Countries under research
The 2nd phase countries affected
South Korea (KR)
searchadshq.com
Japan (JP)
Italy (IT)
The 3rd phase countries affected
The United States (US)
The United Kingdom (UK)
Spain (ES)
France (FR)
Germany (DE)
5. 6 category groups under research
Games
searchadshq.com
Work from Home: Education,
Business, Utilities
Photo & Video
Health & Fitness FinanceTravel, Transportation,
Booking
6. Games
The 2nd phase countries
(KR, JP, IT)
apps
searchadshq.com
impressions
downloads
The 3rd phase countries
(US, UK, ES, FR, DE)
36
14.4M
249K
apps
impressions
downloads
67
36.5M
821K
7. Games
increase in Downloads
60%
Downloads in 2nd Phase Countries
(KR, JP, IT)
searchadshq.com
increase in Downloads
27%
Downloads in 3rd Phase Countries (US,
UK, ES, FR & DE)
8. Games
increase in CPA
10-20%
CPA in 2nd Phase Countries
(KR, JP, IT)
searchadshq.com
CPA in 3rd Phase Countries
(US, UK, ES, FR & DE)
avg CPA for the period
$1.41
avg CPA for the period
$2.89
9. Work from Home: Education, Business, Utilities
The 2nd phase countries
(KR, JP, IT)
apps
searchadshq.com
impressions
downloads
The 3rd phase countries
(US, UK, ES, FR, DE)
27
21.3M
789K
apps
impressions
downloads
50
47.4M
2.1M
10. Work From Home
increase in Downloads
120%
Downloads in 2nd Phase Countries
(KR, JP, IT)
searchadshq.com
Downloads in 2nd Phase Countries
(US, UK, ES, FR & DE)
11. Work From Home
decrease in Downloads
10-15%
CPA in 3rd Phase Countries
(KR, JP, IT)
searchadshq.com
CPA in 3rd Phase Countries
(US, UK, ES, FR & DE)
12. Photo & Video
The 2nd phase countries
(KR, JP, IT)
apps
searchadshq.com
impressions
downloads
The 3rd phase countries
(US, UK, ES, FR, DE)
10
1.2M
86.3K
apps
impressions
downloads
36
4.5M
2.1M
13. Photo & Video
increase in Downloads
80%
Downloads in 2nd Phase Countries
(KR, JP, IT)
searchadshq.com
CPA in 2nd Phase Countries
(KR, JP, IT)
increase in CPA
21%
avg CPA for the period
$0.73
14. Photo & Video
increase in Downloads
15%
Downloads in 3rd Phase Countries
(US, UK, ES, FR & DE)
searchadshq.com
CPA in 3rd Phase Countries
(US, UK, ES, FR & DE)
decrease in CPA
5%
15. Health & Fitness
The 2nd phase countries
(KR, JP, IT)
apps
searchadshq.com
impressions
downloads
The 3rd phase countries
(US, UK, ES, FR, DE)
27
5.5M
220.4K
apps
impressions
downloads
36
16.2M
840K
16. Health & Fitness
decrease in Downloads
25%
Downloads in 2nd Phase Countries
(KR, JP, IT)
searchadshq.com
CPA in 2nd Phase Countries
(KR, JP, IT)
decrease in CPA
42%
avg CPA for the period
$1.21
17. Health & Fitness
increase in Downloads
17%
Downloads in 3rd Phase Countries
(US, UK, ES, FR & DE)
searchadshq.com
CPA in 3rd Phase Countries
(US, UK, ES, FR & DE)
decrease in CPA
38%
avg CPA for the period
$1.58
18. Finance
The 2nd phase countries
(KR, JP, IT)
apps
searchadshq.com
impressions
downloads
The 3rd phase countries
(US, UK, ES, FR, DE)
6
3.3M
35.6K
apps
impressions
downloads
9
3.6M
56.2K
19. Finance
increase in Downloads
150%
Downloads in 2nd Phase Countries
(KR, JP, IT)
searchadshq.com
CPA in 2nd Phase Countries
(KR, JP, IT)
increase in CPA
32%
avg CPA for the period
$2.79
20. Finance
increase in Downloads
67%
Downloads in 3rd Phase Countries
(US, UK, ES, FR & DE)
searchadshq.com
CPA in 3rd Phase Countries
(US, UK, ES, FR & DE)
avg CPA for the period
$6.03
22. Travel, Transportation, Booking
The 2nd phase countries
(KR, JP, IT)
apps
searchadshq.com
impressions
downloads
The 3rd phase countries
(US, UK, ES, FR, DE)
5
261K
29K
apps
impressions
downloads
12
3M
150.4K
23. Travel, Transportation, Booking
decrease in Downloads
3x
Downloads in 2nd Phase Countries
(KR, JP, IT)
searchadshq.com
CPA in 2nd Phase Countries
(KR, JP, IT)
decrease in CPA
55%
avg CPA for the period
$2.0
24. Travel, Transportation, Booking
decrease in Downloads
3x
Downloads in 3rd Phase Countries
(US, UK, ES, FR & DE)
searchadshq.com
CPA in 3rd Phase Countries
(US, UK, ES, FR & DE)
decrease in CPA
51%
avg CPA for the period
$2.2
25. The Impact of COVID-19 on Apple Search: Findings
Gaming, Business, Education, Entertainment and Photo & Video benefit;
Travel, Booking and Transportation are negatively affected.
searchadshq.com
Significant changes in Downloads and CPA for South Korea, Japan & Italy.
Reason: restrictive measures imposed by governments.
COVID-19 increased the usage of Games by >160%; Business and Education
by ≃ 200-300%.
Downloads in Finance grew by 150% and 67% in the 1st and 2nd country
groups respectively, with major boost in Japan and the US.
26. The Impact of COVID-19 on Apple Search: Findings
For South Korea, Japan and Italy, the Downloads trend in Health & Fitness
follows a U-curve. Reasons:
searchadshq.com
Users keep downloading Photo & Video apps to edit vacation photos. 80%
increase in downloads for South Korea, Japan and Italy.
● moderate advertising strategies;
● apps repositioning
Travel, Transportation and Booking are in decline: downloads decreaseв by a
factor of 3, and CPA more than halved (in the 2nd phase countries).