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APPLE SEARCH ADS
EDITION FT. SEARCHADSHQ
& PHITURE
Keywords expansion
with discovery campaigns and
performance benchmarks
Tanya V
Head of Customer Success, SplitMetrics
SplitMetrics Products Family
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
1. Keywords expansion overview
2. Step by step with discovery campaigns
3. Benchmarks from SearchAdsHQ team
Agenda
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
1. Utility centric (amazon, faceapp, angry birds) - 66%
2. Discovery centric (match 3 game, yoga app, photo editor) - 34%
Search queries types
Keywords in Apple Search Ads
Keyword search popularity
Keyword search popularity
Search Demand Curve
Traffic of a higher quality and bigger conversion rates. Compare “games” vs.
“education games for kids”.
Long-tail keywords are less competitive, and therefore cheaper.
More sustainable results.
Why use long-tail keywords
Apple’s algorithm determines this relevance based on your app category and metadata — title,
subtitle and keywords.
Keywords technical relevance
1. Impressions volume, which can be assessed by search popularity;
2. Competition, which can be assessed by the number of search results;
3. Technical relevance, which is the app’s position in search results (preferably <100);
4. Logical relevance: the bigger TTR and download rate for the app, the better;
5. Default CTP Bid: the average bid for a category or a given app to reach target KPIs
(and we’ll come up to this later in this presentation)
Checklist for keywords:
“80% of SEOs and marketers do keyword research wrong. They plug in a main keyword to Google’s
Keyword Planner, download the result, and then start sorting through them in a spreadsheet. But
here’s the thing: literally thousands of other marketers have already searched the exact same keyword”
Neil Patel
Two approaches to finding relevant keywords
1. Keywords pickling and analysis
2. Discovery campaigns in Search Ads
Keywords pickling
- Own Search Ads organic report
- Competitors research
Keywords pickling
- Related keywords in Apple Search Ads
Keywords pickling
- App store suggestions
- PPC search suggestions
- Google ads keyword planner
- Keyword multiplicator and synonyms
What to do with them?
- Get keywords performance metrics
- Remove low volume terms and irrelevant keywords
- Check the keywords efficiency index
- Group keywords
- Bids tailing
Discovery campaigns pros
- Discovery campaigns are a relatively simple method of expanding the keywords list
gradually;
- There are hardly any preparatory activities or research needed to get started;
- Discovery campaigns allow to immediately find relevant keywords (technical
relevance) and evaluate their performance (CPT, TTR, etc.), which is impossible using
Keyword Planner;
- Discovery campaigns also help find negative keywords.
Discovery campaigns cons
- The discovery process requires expertise and constant attention;
- It takes time to obtain good results;
- You have to allocate part of your budget for the discovery;
- Apple Search Ads has a limitation on the number of keywords in a group; this can be a
problem for large accounts, but in practice, everything usually works well.
Step 1 - Create appropriate account structure
Keep things in order!!
Step 2 - Analyze Search Terms Performance
Step 3 - Identify good search terms
- Mind that there is no post-install data available for search terms in MMPs
- The best way to evaluate the quality of search terms is to look at their Cost per
Acquisition (CPA).
- For example, if your target CPA is $5.0, then queries with Downloads > 0 and CPA <
$5.0 can be considered winning.
Step 3 - What to do with them
- Convert them into exact match and add them into your exact match group (depending
on the structure semantic / value based it can be a certain topic or a certain value)
- Add them as a negative exact match to your discovery campaign
- Optionally add them to the broad match adgroup
Step 4 - Identify bad search terms
- The search terms that don’t bring any downloads
- The search terms that result in 3 x Target CPA.
Step 4 - What to do with them
- Add them as exact match negative to your discovery campaign
Step 5 - Identify the search match terms with
insufficient data
Step 5 - What to do with them
Step 6 - Keep mining new keywords
- Take these steps every 1-2 weeks.
- The traffic volume will start dropping in your discovery campaigns in a while - that’s
natural.
- You can gradually increase the CPT bid in your discovery campaigns to get into auctions
with more expensive keywords.
Step 7 - Consider Broad Match
Broad match is similar to Search Match, but in this case you can use a list of keywords and the results. It will
match your ads to relevant search terms such as partial or close words, long variants, synonyms or related
search terms.
Step 7 - Consider Broad Match
Think of it as an iceberg: if you create a group with several broad match keywords
and set a small budget, you can generate hundreds of related search terms.
Step 7 - Consider Broad Match
Step 7 - Consider Broad Match
Apple Search Ads industry benchmarks
1. Tap-through rate (TTR)
Avr. TTR 6.06% in 2019
vs Avr. TTR 7.11% in 2018
1. Tap-through rate (TTR)
Top TTRs (~9%):
- Health & fitness
- Productivity
- Utilities
Lowest TTRs (<5%):
- Travel
- Social Networking
- Games
1. Tap-through rate (TTR)
2. Average Conversion Rate (CVR)
Avr. CVR claimed by Apple 50%
vs Avr. CVR 49.69% in 2019
2. Average Conversion Rate
Top conversion rates (>50%):
- Lifestyle
- Music
- Photo & Video
Lowest conversion rates (<45%):
- Social Networking
- Travel
- Finance
2. Average Conversion Rate
2. Average Conversion Rate
-Update your metadata, video and imagery you’ve provided in your listing. It makes sense to
modify these app page elements to achieve much better results.
-Make your ad more relevant to search queries by adding creative sets. You can align them with
particular themes and / or audience.
-Focus on segments that drive high TTR and CVR.
-Mind localization. In order to improve relevance of the ads for another market modify app’s
metadata.
-Work on the rating of your app.
3. Average Cost per Tap
Avr. CPT $0.95 in 2019 vs
Avr. CPT $0.84 in 2018
3. Average Cost per Tap
4. Cost per Acquisition
Avr. CPA $1.90 in 2019 vs
Avr. CPA $1.76 in 2018
4. Cost per Acquisition
Highest CPA for US - $2.13
vs
Japan $1.91
Q&A
Or send your questions to tanya.v@splitmetrics.com
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Pg. 50
Services:
Pg. 51
1.5k ASO practitioners Incipia
●
●
●
●
●
●
●
●
●
●
bid & relevancy
ASA
2nd-price auction Relevancy score
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Campaigns Ad groups Keyword
Campaigns Ad groups Keyword
Ad groups KeywordCampaigns
KeywordCampaigns Ad groups
KeywordCampaigns Ad groups
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Brand Generic Competitor
Ad group Ad group list
Campaigns
Ad groups Ad group list
Keywords Keyword list Keyword list Keyword list
Exact match
Exact Match
[taxi]
Broad Match
taxi
Search Match
Common Misspellings
Search Term Match Source Matches Search Terms
Exact Match
Singular/Plural
Example
taxii
taxi
taxis
Singular/Plural
Common Misspellings
Synonyms
Related searches
Phrases with the term
Metadata keywords
Other search data
taxii
taxis
cab
find a driver
taxi service in berlin
Pg. 63
Brand Defense
High TTR -> low CPT
Cannibalization vs. Incrementality
Brand
Ad group
Campaigns
Ad groups
Keywords Keyword list
● General terms
● Users are in “exploration
mode”
● Multiple ad groups for level
of intent (likelihood a person
downloads the app)GenericCampaigns
Ad groups
AG 1
Audiobooks
Keywords Keyword List
(audiobook app,
Listen
audiobooks,
download
audiobooks,...)
AG 2
Books
AG 2
Podcasts
AG 2
Free Audiobooks
Keyword List
(romance ebook,
ebook
subscription, buy
books,...)
Keyword List
(podcast online,
streaming
podcast, stream
podcast,...)
Keyword List
(free Audiobook,
Audiobook free
download,...)
Pg. 65
Competitor
AG 1
Audiobooks
Keyword List
(competitor 1,
competitor 2,...)
AG 2
Books
AG 2
Podcasts
Keyword List
(competitor 1,
competitor 2,...)
Keyword List
(competitor 1,
competitor 2,...)
● Usually more
expensive
● Capture installs from
competitors
Campaigns
Ad groups
Keywords
Discovery
Search
Match
Broad
Match
Brand Generic Competitor
Exact Match AG 1,
Exact Match AG 2,..
Exact Match AG 1,
Exact Match AG 2,..
Campaigns
Ad groups Exact Match AG 1,
Exact Match AG 2,..
Keywords Keyword list AG 1,
Keyword list AG2,...
Keyword list AG 1,
Keyword list AG2,...
Keyword list AG 1,
Keyword list AG2,...
Keyword
list
Campaign
Explore new search terms
1. Relevant search terms
can be missed
2. Use in markets where
you don’t master the
language
Discovery
Search
Match
Broad
Match
Ad groups
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Discovery
Search
Match
Broad
Match
Mobile Measurement Partner (MMP)
Brand Generic Competitor Discovery
Search
Match
Exact Match Exact Match
Campaign
Broad
Match
Exact MatchAd groups
Brand Generic Competitor Discovery Probing
Search
Match
Exact Match Exact MatchExact Match
Campaign
Broad
Match
Exact MatchAd groups
Probing
Exact Match
Campaign
● Test new keywords
found in Discovery
● See downstream
performance from the
MMP
Ad groups
Brand Generic Competitor Discovery Probing
Search
Match
Exact Match Exact MatchExact Match
Campaign
Broad
Match
Exact MatchAd groups
Brand Generic Competitor Discovery Probing
Search
Match
Exact Match Exact MatchExact Match
Campaign
1
Broad
Match
Exact Match
1. Add all targeting
Exact Match terms
as negative Exact
Match keywords in
Discovery Campaign
Ad groups
Brand Generic Competitor Discovery Probing
Search
Match
Exact Match Exact MatchExact Match
Campaign
Broad
Match
Exact Match
2
2. Adding Exact Match
keywords as Broad
Match keywords to
the Discovery
Campaign
Ad groups
Brand Generic Competitor Discovery Probing
Search
Match
Exact Match Exact MatchExact Match
Campaign
Broad
Match
Exact Match
33. Add Search Terms from
Discovery as Exact
Match keywords to the
Probing
(Bid = 1.25 * CPT)
Ad groups
4
Brand Generic Competitor Discovery Probing
Search
Match
Exact Match Exact MatchExact Match
Campaign
Broad
Match
Exact Match
4. Redistribute keywords
with enough volume and
reasonable cost-per-goal
to the other Campaigns
(weekly)
Ad groups
Pg. 78
>> Probing script live
demo
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Gabe
Kwakyi
Brand (very high bid / test optimal bid)
Tier 1 (high bid)
Tier 2
(medium bid)
Tier 3
(low bid)
Discovery
(medium-
high bid)
Decreasing
LTV and bid
Brand (very high bid)
Tier 1 (high bid)
Tier 2
(medium bid)
Discovery
(medium-
high bid)
Bid=€5-10
Decreasing
LTV and bid
Meditation
LTV €10
Bid €10
Relaxation
LTV €5
Bid €5
Calm
Max bid
Fitness
LTV €3
Bid €3
Tier 3
(low bid)
Brand (highest budget possible)
Tier 1 (maximal budget)
Tier 2
Tier 3
Waterfalling
budget
downward
Discovery
(10-20%
budget)
€5,000.00
€5,000.00
€2,500.00
€1,000.00
€1,000.00
Brand
Tier 1
Tier 2
Tier 3
Discovery
Broad Match
Search Match
€10.00
€10.00
LTV €10+ €10.00
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Limited Ad
Tracking
enabled
(LAT on)
1
2
3
4
5
Cost-per-acquisition (CPA) = total spend divided by the number
of installs (i.e. downloads)
1. Let Apple collect data
on CPA before
implementing a CPA goal
2. Pause SKAGs that
realistically have no
chance of reaching your
CPA goal
3. Make sure CPA goal
doesn’t minimize the
volume
4. Use high max CPT bid &
CPA goal
5. Drastically lower CPA
when keywords are
underperforming
6. Test different CPA
goals
Pg. 93
Create more
relevant
combinations of ads
with their keywords
Evaluate the
performance of
creative sets with
individual keywords
https://asostack.com/creative-sets-results-calculator-for-apple-search-ads-a65ea8a927d5
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Bidding for a keyword over time
Time
Bid change
Impressions
Time
Keyword 1
≠ B - A
A
B
Bid change for
Keyword 1
Time
Keyword 1
= (B - A) - (D - C)
Impact of bid
change
A
B
Keyword 2
C
D
Impressions
Assumption:
Keywords have to follow a
common trend before the
bid change
Assumption
Bid increase for
Keyword 1 from €3
to €5
100
105
30
5
Impact of bid change from €3 to €5:
= (30 - 5) - (105 - 100)
= 20
+ 20 impressions
Time
Pg. 100
>> Bid automation
Increase/Decrease bids based on CPA over period since the last bid change:
bid(cpa_high = 5, cpa_low = 1, curr = 'USD', change = 0.1)
Maximizing monetary profit subject to budget constraints:
find optimal keyword-bid pairs
Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics
Moritz Daan
Co-Founder &
Partner
Sirid Krüger
Marketing
Manager
Michael Shubin
ASO Evangelist
André Ziller
Online Marketing
Manager
Teo Ivanov
Head of User
Acquisition

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Apple Search Ads - Keyword expansion with discovery campaigns & Performance benchmarks | SplitMetrics

  • 1. APPLE SEARCH ADS EDITION FT. SEARCHADSHQ & PHITURE
  • 2. Keywords expansion with discovery campaigns and performance benchmarks Tanya V Head of Customer Success, SplitMetrics
  • 5. 1. Keywords expansion overview 2. Step by step with discovery campaigns 3. Benchmarks from SearchAdsHQ team Agenda
  • 7. 1. Utility centric (amazon, faceapp, angry birds) - 66% 2. Discovery centric (match 3 game, yoga app, photo editor) - 34% Search queries types
  • 8. Keywords in Apple Search Ads
  • 12. Traffic of a higher quality and bigger conversion rates. Compare “games” vs. “education games for kids”. Long-tail keywords are less competitive, and therefore cheaper. More sustainable results. Why use long-tail keywords
  • 13. Apple’s algorithm determines this relevance based on your app category and metadata — title, subtitle and keywords. Keywords technical relevance
  • 14. 1. Impressions volume, which can be assessed by search popularity; 2. Competition, which can be assessed by the number of search results; 3. Technical relevance, which is the app’s position in search results (preferably <100); 4. Logical relevance: the bigger TTR and download rate for the app, the better; 5. Default CTP Bid: the average bid for a category or a given app to reach target KPIs (and we’ll come up to this later in this presentation) Checklist for keywords:
  • 15. “80% of SEOs and marketers do keyword research wrong. They plug in a main keyword to Google’s Keyword Planner, download the result, and then start sorting through them in a spreadsheet. But here’s the thing: literally thousands of other marketers have already searched the exact same keyword” Neil Patel
  • 16. Two approaches to finding relevant keywords 1. Keywords pickling and analysis 2. Discovery campaigns in Search Ads
  • 17. Keywords pickling - Own Search Ads organic report - Competitors research
  • 18. Keywords pickling - Related keywords in Apple Search Ads
  • 19. Keywords pickling - App store suggestions - PPC search suggestions - Google ads keyword planner - Keyword multiplicator and synonyms
  • 20. What to do with them? - Get keywords performance metrics - Remove low volume terms and irrelevant keywords - Check the keywords efficiency index - Group keywords - Bids tailing
  • 21. Discovery campaigns pros - Discovery campaigns are a relatively simple method of expanding the keywords list gradually; - There are hardly any preparatory activities or research needed to get started; - Discovery campaigns allow to immediately find relevant keywords (technical relevance) and evaluate their performance (CPT, TTR, etc.), which is impossible using Keyword Planner; - Discovery campaigns also help find negative keywords.
  • 22. Discovery campaigns cons - The discovery process requires expertise and constant attention; - It takes time to obtain good results; - You have to allocate part of your budget for the discovery; - Apple Search Ads has a limitation on the number of keywords in a group; this can be a problem for large accounts, but in practice, everything usually works well.
  • 23. Step 1 - Create appropriate account structure Keep things in order!!
  • 24. Step 2 - Analyze Search Terms Performance
  • 25. Step 3 - Identify good search terms - Mind that there is no post-install data available for search terms in MMPs - The best way to evaluate the quality of search terms is to look at their Cost per Acquisition (CPA). - For example, if your target CPA is $5.0, then queries with Downloads > 0 and CPA < $5.0 can be considered winning.
  • 26. Step 3 - What to do with them - Convert them into exact match and add them into your exact match group (depending on the structure semantic / value based it can be a certain topic or a certain value) - Add them as a negative exact match to your discovery campaign - Optionally add them to the broad match adgroup
  • 27. Step 4 - Identify bad search terms - The search terms that don’t bring any downloads - The search terms that result in 3 x Target CPA.
  • 28. Step 4 - What to do with them - Add them as exact match negative to your discovery campaign
  • 29. Step 5 - Identify the search match terms with insufficient data
  • 30. Step 5 - What to do with them
  • 31. Step 6 - Keep mining new keywords - Take these steps every 1-2 weeks. - The traffic volume will start dropping in your discovery campaigns in a while - that’s natural. - You can gradually increase the CPT bid in your discovery campaigns to get into auctions with more expensive keywords.
  • 32. Step 7 - Consider Broad Match Broad match is similar to Search Match, but in this case you can use a list of keywords and the results. It will match your ads to relevant search terms such as partial or close words, long variants, synonyms or related search terms.
  • 33. Step 7 - Consider Broad Match Think of it as an iceberg: if you create a group with several broad match keywords and set a small budget, you can generate hundreds of related search terms.
  • 34. Step 7 - Consider Broad Match
  • 35. Step 7 - Consider Broad Match
  • 36. Apple Search Ads industry benchmarks
  • 37. 1. Tap-through rate (TTR) Avr. TTR 6.06% in 2019 vs Avr. TTR 7.11% in 2018
  • 38. 1. Tap-through rate (TTR) Top TTRs (~9%): - Health & fitness - Productivity - Utilities Lowest TTRs (<5%): - Travel - Social Networking - Games
  • 40. 2. Average Conversion Rate (CVR) Avr. CVR claimed by Apple 50% vs Avr. CVR 49.69% in 2019
  • 41. 2. Average Conversion Rate Top conversion rates (>50%): - Lifestyle - Music - Photo & Video Lowest conversion rates (<45%): - Social Networking - Travel - Finance
  • 43. 2. Average Conversion Rate -Update your metadata, video and imagery you’ve provided in your listing. It makes sense to modify these app page elements to achieve much better results. -Make your ad more relevant to search queries by adding creative sets. You can align them with particular themes and / or audience. -Focus on segments that drive high TTR and CVR. -Mind localization. In order to improve relevance of the ads for another market modify app’s metadata. -Work on the rating of your app.
  • 44. 3. Average Cost per Tap Avr. CPT $0.95 in 2019 vs Avr. CPT $0.84 in 2018
  • 45. 3. Average Cost per Tap
  • 46. 4. Cost per Acquisition Avr. CPA $1.90 in 2019 vs Avr. CPA $1.76 in 2018
  • 47. 4. Cost per Acquisition Highest CPA for US - $2.13 vs Japan $1.91
  • 48. Q&A Or send your questions to tanya.v@splitmetrics.com
  • 51. Pg. 51 1.5k ASO practitioners Incipia
  • 61. Brand Generic Competitor Ad group Ad group list Campaigns Ad groups Ad group list Keywords Keyword list Keyword list Keyword list Exact match
  • 62. Exact Match [taxi] Broad Match taxi Search Match Common Misspellings Search Term Match Source Matches Search Terms Exact Match Singular/Plural Example taxii taxi taxis Singular/Plural Common Misspellings Synonyms Related searches Phrases with the term Metadata keywords Other search data taxii taxis cab find a driver taxi service in berlin
  • 63. Pg. 63 Brand Defense High TTR -> low CPT Cannibalization vs. Incrementality Brand Ad group Campaigns Ad groups Keywords Keyword list
  • 64. ● General terms ● Users are in “exploration mode” ● Multiple ad groups for level of intent (likelihood a person downloads the app)GenericCampaigns Ad groups AG 1 Audiobooks Keywords Keyword List (audiobook app, Listen audiobooks, download audiobooks,...) AG 2 Books AG 2 Podcasts AG 2 Free Audiobooks Keyword List (romance ebook, ebook subscription, buy books,...) Keyword List (podcast online, streaming podcast, stream podcast,...) Keyword List (free Audiobook, Audiobook free download,...)
  • 65. Pg. 65 Competitor AG 1 Audiobooks Keyword List (competitor 1, competitor 2,...) AG 2 Books AG 2 Podcasts Keyword List (competitor 1, competitor 2,...) Keyword List (competitor 1, competitor 2,...) ● Usually more expensive ● Capture installs from competitors Campaigns Ad groups Keywords
  • 66. Discovery Search Match Broad Match Brand Generic Competitor Exact Match AG 1, Exact Match AG 2,.. Exact Match AG 1, Exact Match AG 2,.. Campaigns Ad groups Exact Match AG 1, Exact Match AG 2,.. Keywords Keyword list AG 1, Keyword list AG2,... Keyword list AG 1, Keyword list AG2,... Keyword list AG 1, Keyword list AG2,... Keyword list
  • 67. Campaign Explore new search terms 1. Relevant search terms can be missed 2. Use in markets where you don’t master the language Discovery Search Match Broad Match Ad groups
  • 70. Brand Generic Competitor Discovery Search Match Exact Match Exact Match Campaign Broad Match Exact MatchAd groups
  • 71. Brand Generic Competitor Discovery Probing Search Match Exact Match Exact MatchExact Match Campaign Broad Match Exact MatchAd groups
  • 72. Probing Exact Match Campaign ● Test new keywords found in Discovery ● See downstream performance from the MMP Ad groups
  • 73. Brand Generic Competitor Discovery Probing Search Match Exact Match Exact MatchExact Match Campaign Broad Match Exact MatchAd groups
  • 74. Brand Generic Competitor Discovery Probing Search Match Exact Match Exact MatchExact Match Campaign 1 Broad Match Exact Match 1. Add all targeting Exact Match terms as negative Exact Match keywords in Discovery Campaign Ad groups
  • 75. Brand Generic Competitor Discovery Probing Search Match Exact Match Exact MatchExact Match Campaign Broad Match Exact Match 2 2. Adding Exact Match keywords as Broad Match keywords to the Discovery Campaign Ad groups
  • 76. Brand Generic Competitor Discovery Probing Search Match Exact Match Exact MatchExact Match Campaign Broad Match Exact Match 33. Add Search Terms from Discovery as Exact Match keywords to the Probing (Bid = 1.25 * CPT) Ad groups
  • 77. 4 Brand Generic Competitor Discovery Probing Search Match Exact Match Exact MatchExact Match Campaign Broad Match Exact Match 4. Redistribute keywords with enough volume and reasonable cost-per-goal to the other Campaigns (weekly) Ad groups
  • 78. Pg. 78 >> Probing script live demo
  • 81. Brand (very high bid / test optimal bid) Tier 1 (high bid) Tier 2 (medium bid) Tier 3 (low bid) Discovery (medium- high bid) Decreasing LTV and bid
  • 82. Brand (very high bid) Tier 1 (high bid) Tier 2 (medium bid) Discovery (medium- high bid) Bid=€5-10 Decreasing LTV and bid Meditation LTV €10 Bid €10 Relaxation LTV €5 Bid €5 Calm Max bid Fitness LTV €3 Bid €3 Tier 3 (low bid)
  • 83. Brand (highest budget possible) Tier 1 (maximal budget) Tier 2 Tier 3 Waterfalling budget downward Discovery (10-20% budget)
  • 91. Cost-per-acquisition (CPA) = total spend divided by the number of installs (i.e. downloads)
  • 92. 1. Let Apple collect data on CPA before implementing a CPA goal 2. Pause SKAGs that realistically have no chance of reaching your CPA goal 3. Make sure CPA goal doesn’t minimize the volume 4. Use high max CPT bid & CPA goal 5. Drastically lower CPA when keywords are underperforming 6. Test different CPA goals
  • 93. Pg. 93 Create more relevant combinations of ads with their keywords Evaluate the performance of creative sets with individual keywords
  • 96. Bidding for a keyword over time Time
  • 98. Bid change for Keyword 1 Time Keyword 1 = (B - A) - (D - C) Impact of bid change A B Keyword 2 C D Impressions Assumption: Keywords have to follow a common trend before the bid change Assumption
  • 99. Bid increase for Keyword 1 from €3 to €5 100 105 30 5 Impact of bid change from €3 to €5: = (30 - 5) - (105 - 100) = 20 + 20 impressions Time
  • 100. Pg. 100 >> Bid automation Increase/Decrease bids based on CPA over period since the last bid change: bid(cpa_high = 5, cpa_low = 1, curr = 'USD', change = 0.1) Maximizing monetary profit subject to budget constraints: find optimal keyword-bid pairs
  • 102. Moritz Daan Co-Founder & Partner Sirid Krüger Marketing Manager Michael Shubin ASO Evangelist André Ziller Online Marketing Manager Teo Ivanov Head of User Acquisition