Tracking and Automating Ad Activities (intermediate)
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In previous webinars, we have successfully built the foundations for a well-structured Apple Search Ads account. Now comes the question; how do you optimize it? Are you going to deal with every single KPI and do all the tasks manually? We will be covering how to automate your ad activities. What we'll cover includes how to: - Automate all manual tasks & save time - Track metrics based on goals - Create custom metrics - Match in-app conversion-related metrics - Set up different goals for different KPI’s - Best use case scenarios
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Tracking and Automating Ad Activities (intermediate)
- 1. By Yusuf Barutcu - Apple Search Ads Advisor at SearchAds.com THE ULTIMATE APPLE SEARCH ADS COURSE From Zero to Expert Tracking and Automating Ad Activities 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 Tracking your campaigns’ performance Section 3 Section 4 How to build up your goals based on your in-app events How to create custom metrics Section 5 Section 6 Setting up different goals for different KPIs & Best use case scenarios 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 Tracking Your Campaigns’ Performances
- 7. In order to improve the performance of your Apple Search Ads campaigns, the Apple Search Ads metrics and KPIs to be tracked are listed below; * Impression *Tap *Install *TTR *CR *CPT *CPT*Tap = Spend *Spend/Install = CPA *ROAS (Apple Search Ads + MMP related) *In-app conversions (Apple Search Ads + MMP related) Which KPIs (Key Performance Indicators) should you track?
- 8. Impression 2,413 Tap 615 Installs 469 Pre-Install %19 TTR %25.49 CR %76.26
- 9. Calculating CPA Average CPT x TAP = SPEND Spend / Total Install = CPA
- 10. ● They help you reach your business goals by; * attributing user acquisition activities to different ad networks. * tracking your users’ in-app activities. * tracking your campaign’s performance ● Some MMP Partners of Apple Search Ads; * Adjust, AppsFlyer, Branch, Kochava, Singular, Tenjin What is MMP (Mobile Measurement Provider)? Why are MMPs important? MMPs, record the details (source, date) of each one of the users. This information is used as the proven source data by the app publishers for monitoring and calculating the ROAS & ROI of the campaigns.
- 11. In-app Events In-App Conversion Events ● Attributed Install ● Sign up ● Trial Started (or Add to Cart) ● Subscription (or Purchase) ● Ad revenue
- 12. Implement your own choices to your campaigns. Select the keywords and audiences, and set your own bids and budgets-paying only when a user taps your ad. In app conversions Detailed reports let you track key metrics, and our APIs help you measure value and manage at scale.
- 13. Section 3 How to Build Up Your Goals Based on Your In-App Events?
- 15. Your Running App Budget/Bid Keywords Audience App Whatto change? Apple Search Ads metrics and KPIs Revenue Good No Good Think of; - Seasonal issues - Competitors - Cohort Analysis - Your goals - ASO - Impressions - Reviews Optimization & AutomationWhatto track?
- 16. Section 1 A short reminder of Webinar-1 Decision Making Metrics Decrease bid if…. Pause keywords before at CPT threshold If Increase bid Automation Process Add negative
- 17. ● Decrease bid by CPT. If CPT target is $7... Condition: CPT > $7 Action: Decrease bid by 5% per 12 hours Benefit: Basic way to improve CPT. You can also increase bid at good ROAS keywords ● Pause keywords before at CPT threshold If CPT threshold is $5... Condition: Install<1 & Spend $5 Action: Pause Benefit: If you manage by CPT, it can result (e.g.) $6 until the first install happens. You can save the $1 ● Increase bid at low impression keywords Condition: Taps<1 Action: Increase bid 5% until $1 Benefit: Many keywords can’t have good volume to be circled at PDCA. Let them get on the table. Action Examples
- 18. . Automate them!
- 19. . Automate them!
- 20. Step - 1 Allocate 10%-30% of your budget to discovery campaign Step - 2 Adjust keyword match type: Broad or Search Match On Step - 3 Track the downloads coming from search terms & optimize bids Step - 4 Choose the best search terms based on TTR & CPA and add them to other campaigns A lot of manual work😓 👉So, how to cut down on it? Search term automation rule! Discovery Campaign Set Up
- 21. CampaignAdGroup Competitor Exact Competitor Discovery Negate in the original campaign Add Search Terms as keywords Competitor Exact Match Competitor Broad Match Competitor Search Match Criteria to add Search Terms as keywords: CPA < $5 TTR > 10% Search Term Level Automation Rule-Use Case
- 22. Search Term Level Automation Rule-Example
- 23. Section 4 How to Create Custom Metrics
- 26. Finding Real CPI
- 27. Section 5 Setting up Different Goals for Different KPIs & Best Use Case Scenarios
- 28. Purchase
- 29. Registration
- 30. Another step in the funnel
- 31. Section 6 Q & A
- 32. Section 1 How to conduct a health check Section 2 How to increase Impressions Section 3 Section 4 How ASO effects Apple Search Ads Finding new keywords through competitors; both organic & paid Next Webinar: How to Find the Best Keywords to Scale Your Campaigns How to Expand Your Keywords Upper Intermediate
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)
- We can go by giving examples here
- 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)
- Make sure your CPA or Cost Per Revenue in acceptable interval. Increase your volume on well performing kw’s The use case helps to UA manager saving cost, time and maximize efficiency of campaign optimization and ROAS%.
- Make sure your CPA or Cost Per Revenue in acceptable interval. Increase your volume on well performing kw’s The use case helps to UA manager saving cost, time and maximize efficiency of campaign optimization and ROAS%.
- Make sure your CPA or Cost Per Revenue in acceptable interval. Increase your volume on well performing kw’s The use case helps to UA manager saving cost, time and maximize efficiency of campaign optimization and ROAS%.
- Make sure your CPA or Cost Per Revenue in acceptable interval. Increase your volume on well performing kw’s The use case helps to UA manager saving cost, time and maximize efficiency of campaign optimization and ROAS%.
- Let’s assume that you would like to add the search terms of a competitor discovery campaign to the ad groups of competitor exact campaign if your CPA is below $5 and TTR is more than 10% for those search terms. What you would normally do in these situations is to go through all the search terms of Competitor Discovery and detect the keywords that matched these conditions one by one. Then, you would need to add all the qualified search terms as keywords to the Competitor Exact and also add them as negative keywords in the original campaign. As this is a quite labor-intensive and mechanical process, it can actually be handled with an automation rule. With this simple rule, you’ll have an assistant who monitors these keywords 7/24 and cherry-picks them.