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Apple Search Ads - Beyond the basics by @thomasbcn

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ASA workshop: full version on MDM.Academy
https://mdm.academy

Includes free intro & resources lists on Apple Search Ads
(c) @thomasbcn 2020

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Apple Search Ads - Beyond the basics by @thomasbcn

  1. 1. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Beyond the basics by @thomasbcn
  2. 2. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute About me thomasbcna@gmail.com @thomasbcn linkedin.com/in/thomasbcn Consultant for growth stage - Advisor for early stage worked with 30+ developers in the last 12 months mostly non-gaming, B2C, subscription apps
  3. 3. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute ASA & me Management • Since day1, Oct. 2016 • 7-digits ad spend across multiple accounts Consulting • Audited 2-digits companies • Consults for Phiture & AppAgent ASA teams Public speaker - slideshare.net/thomasbcn • ASO Conference • All things Search Ads • Applause • App Promotion Summit • MAMA by Appsflyer • BrightonSEO • MDM Academy! And more… • SearchAdsHQ & Searchads.com pro bono collaborator • Certification from Apple, ASODesk & SearchAdsHQ • Apple ASA reps worst nightmare • Won Apple’s ASA Kahoot ☺
  4. 4. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute • ASA 101 • Discovery campaigns best practices • Creative Sets • How to deal with LAT nightmares • Apple recent changes • Brand defense & Share of voice • ASA & ASO: Cannibalization vs incrementality • Reporting & tools • Automation & rules • Q&A • Additional free resources
  5. 5. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute ASA 101
  6. 6. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute ASA 101
  7. 7. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute ASA 101 - Why Growing adoption • ASA is ahead of its track towards $2b+ in revenue this year (x4 in 2 years) • $190m monthly in July19, 2/3 from non-games (data @SplitMetrics) • +82% market share in H1 2019 (data @Appsflyer index) • #2 ROI channel after FB in US-iOS Not the most scalable… … but one of the most valuable • Exclusive: only placement within the AppStore, the bottleneck of all mobile activity • Unparalleled insights on keywords after Google started obfuscating data • Fraud-free SAN • even 5-10% helps limit the marketing mix dependency towards the duopoly
  8. 8. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute ASA 101 - What • 59 countries • Advanced vs Basic • Billed per tap (cpc) • Relevancy + second price auction* • Apple top funnel metrics TTR / CR / CPT / CPA • Targeting options iPhone / iPad new / returning / users of other apps age / gender / location • Match types Exact / Broad / Search Match / Negatives • Bidding options CPT / CPA
  9. 9. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute • ASA 101 • Discovery campaigns best practices • Creative Sets • How to deal with LAT nightmares • Apple recent changes • Brand defense & Share of voice • ASA & ASO: Cannibalization vs incrementality • Reporting & tools • Automation & rules • Q&A • Additional free resources
  10. 10. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute See the full 2h workshop on MDM.Academy Next session: May 7 2020, 1pm EDT mdm.academy/event/apple-search-ads-beyond-the-basics “Great content, and very supportive. Also if you have more specific questions afterwards”, founder of a leading fitness app “Quite interesting: there were a couple of things I didn’t know about and I also got a few ideas on how to improve our media buying efficiency!”, ASA manager at a major Casino game “informative session : our team member who’s currently managing all ASA initiatives found the teachings to be very insightful”, director of UA, leading casual games company
  11. 11. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute • ASA 101 • Discovery campaigns best practices • Creative Sets • How to deal with LAT nightmares • Apple recent changes • Brand defense & Share of voice • ASA & ASO: Cannibalization vs incrementality • Reporting & tools • Automation & rules • Q&A • Additional free resources
  12. 12. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Free Resources Discovery Creative Sets Browser extensions @Thomasbcn free content Test your skills Search Impressions calculator And more… Beyond the basics
  13. 13. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Discovery - resources asostack.com/how-to-set-up-a-systematic-apple-search-ads-campaign-structure-with-5-campaign-types-64a0fa0b21d4 splitmetrics.com/blog/apple-search-ads-discovery-campaign/ www.mobileaction.co/blog/apple-search-ads/run-successful-discovery-campaigns-apple-search-ads/
  14. 14. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Creative Sets - Resources Official help center searchads.apple.com/help/advanced/0018-use-creative-sets API documentation developer.apple.com/documentation/apple_search_ads/creative_sets apptamin.com/blog/creative-sets-apple-search-ads Creative Sets significance calculator asostack.com/creative-sets-results-calculator-for-apple-search-ads-a65ea8a927d5 splitmetrics.com/blog/creative-sets-testing-in-apple-search-ads
  15. 15. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Browser extensions chrome.google.com/webstore/detail/search-ads-keyword-popula/gbipnkpnnngmnbpeeikkkhaamelgaljb
  16. 16. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Browser extensions chrome.google.com/webstore/detail/apple-search-ads-search-p/ihggdihemilfdammomlckdocaodobcbb
  17. 17. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute More resources
  18. 18. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute More resources 2018– What’s my true ROAS @ MAMA Board appsflyer.com/resources/mama-boards/apple-search-ads-best-practices/ 2017 – ASA @ Applause.io slideshare.net/Thomasbcn/apple-search-ads-applauseio-2017 2017 – ASO & paid search data @ BrightonSEO slideshare.net/ThomasBCN/aso-paid-search-brightonseo-2017-thomasbcn 2016 – ASA @ APS Berlin slideshare.net/ThomasBCN/apple-search-ads-app-promotion-summit-berlin-2016
  19. 19. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Test your skills SearchAdsHQ Exam searchadshq.com/search-ads-exam Apple exam (private event only) ASOdesk course (URL deprecated? https://asodesk.com/search-ads-course)
  20. 20. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute More resources splitmetrics.com/blog/apple-search-popularity-index How does Search Popularity index translates into search volume?
  21. 21. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute More resources asostack.com/search-popularity-score-impressions-calculator-d39bc5f44911 Search Popularity <> Impressions Calculator
  22. 22. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute More resources • Handbook searchadshq.com/apple-search-ads-handbook/ • Course searchadshq.com/apple-search-ads-course/ • Benchmarks searchadshq.com/apple-search-ads-benchmarks-2020 • Keywords searchadshq.com/apple-search-ads-keywords-performance-2019 • Automation splitmetrics.com/blog/how-to-automate-apple-search-ads/
  23. 23. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute More resources Apple documentation searchads.apple.com developer.apple.com/documentation/apple_search_ads ASO Stack blog asostack.com/tagged/apple-search-ads Tilting Point: maximize your ROI tiltingpoint.com/blog/apple-search-ads-how-to-maximize- the-roi-of-your-campaigns/ ASOdesk Advanced campaign management youtube.com/watch?v=jatFXyrZh50 AppRadar guide appradar.com/the-ultimate-marketers-guide-to-apple- search-ads-ebook/ TheTool.io guide thetool.io/2017/apple-search-ads-guide Incipia ASA 301 drive.google.com/file/d/1SIqZFDmcLWQVzA0Lh_7Gk 4eUdfuRNYVi/view Customlytics Cheat sheet customlytics.com/apple-search-ads-campaigns- cheat-sheet/ Bidalgo guide bidalgo.com/apple-search-ads-guide/ Darius Marketing ASA Tutorial youtube.com/watch?v=MTM1WiaUweI
  24. 24. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute More resources All things Search Ads Online conference (12 free webinars) searchadshq.com/apple-search-ads-conf
  25. 25. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Paid resources App strategy guidance & audits @thomasbcn ASA management services @thomasbcn AppAgent Phiture Michael Shubin ASA automation SearchAdsHQ SearchAds.com ASA intelligence MobileAction Apptweak Appradar MMP Adjust Appsflyer Singular ASO Services Phiture PickASO AppAgent ASO tools TheTool AppFollow AppTweak App Intelligence Apptopia MobileAction Appfigures AppStore A/B testing SplitMetrics ASO Giraffe StoreMaven App Preview Production AppAgent Apptamin
  26. 26. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Acknowledgments • You for reaching this slide! • MDM.academy customers – Funding • Eric Seufert – Ops • Peter Fodor – Design • SplitMetrics – Data • Merlin Penny – API • (undisclosed) – Case Studies • Searchads.com – Information • Nadir Garouche – Feedback • Countless heroes – Comms
  27. 27. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Contact me thomasbcna@gmail.com @thomasbcn linkedin.com/in/thomasbcn MDM – ASOstack – SubClub
  28. 28. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree Proprietary material - Do not distribute Beyond the basics by @thomasbcn

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