Dijital Pazarlama ve Mobil App pazarlama alanında benim gibi kendini geliştirmek isteyenler için Apple’ın ücretsiz olarak da sunduğu Apple Search Ads programının önemli ders notlarını bu postumda paylaşmak istedim. Özellikle App Marketing konusunda uzmanlaşmak istiyorsanız doğru bir yerden başladığınızı belirtmek isterim. Öyle ki haftada 600 Milyonu aşkın kullanıcının App Store’u ziyaret ettiğini düşünürsek yakında her bir ürünün App’i olacağı söyleminde bulunmak yanlış olmayacaktır. Sınav 50 sorudan oluşuyor ve en az %80 başarı bekleniyor. Sınav İngilizce olduğu için notları da İngilizce paylaşıyorum.
Bu programa ek olarak Mobil Action‘ın ücretsiz olarak sağladığı eğitim programını da tavsiye ederim.
Sınavlarda bol şans.
Apple Search Ads Certification Course
Episode -1 (Promote Your App)
App Store returns a list of apps that are ranked based on a number of factors, including:
- Text Relevance – Matches for your app’s title, keywords and primary category.
- User Behavior- Downloads and the number and quality of ratings and reviews.
The Search tab suggested apps list and search results are the only areas of the App Store with ads.
Apple Search Ads is an efficient and easy way to help people discover your app on the App Store.
- 70 percent of App Store visitors use search to discover apps.
- 65 percent of downloads occur directly after a search on the App Store.
- 50 percent is the average conversion rate for ads in App Store search results.
This ad placement uses a cost-per-tap bidding model. Having your ad appear over other advertisers bidding on the same search is determined by the combination of your app’s relevance to the search query and the cost-per-tap (CPT) bid amount you set.
Your ad won’t appear if your app isn’t relevant for what the user is looking for, regardless of how much you may be willing to pay.
This ad placement uses a cost-per-tap bidding model. You set a max CPT bid and a daily budget. Search tab campaigns don’t require keywords.
There are two Apple Search Ads solutions to choose from: Apple Search Ads Basic and Apple Search Ads Advanced. Each product is designed for a different level of expertise. Choose the one that fits best with your resources, budget, and paid app marketing experience.
- App use has grown tremendously in the last few years, driving business performance and making it vital for businesses to have an app promotion strategy.
- Search is the only tab on the App Store where you can run ads promoting your app.
- More than 65 percent of downloads occur after a search, and over 50 percent of people who tap an ad will download the app.
- Apple Search Ads promotes your app at the top of relevant search results or the suggested apps list on the Search tab, making it easier for you to reach engaged users.
- Apple Search Ads offers two solutions for different levels of expertise: Apple Search Ads Basic requires little management; Apple Search Ads Advanced offers more control.
Episode-2 (Choose Keywords)
- Think like your customers. Which words would they be likely to use to find an app that meets their needs or the services and products they’re looking for?
- Prioritize important keywords. Consider terms that are important for your brand, competitors, category, and new keyword discovery.
- Focus on the most relevant and popular keywords. Search intent is already very strong. You don’t need to be exhaustive about lower-volume keywords.
Exact match, broad match, or negative keywords.
With exact match, your keyword will match only to the specific search term or close variants –– for example, plurals and misspellings. While an exact match may have fewer impressions than broad match, your conversion rate may be higher due to the increased relevancy and focus.
This is the default match type. It will match your keyword to the widest pool of related search terms, which increases the coverage from that keyword.
Your ad may appear on plurals, misspellings, synonyms, and related searches. This can save you time on building keyword lists, but your ad may appear against some less relevant searches.
Negative keywords ensure that your ads won’t appear for certain search terms. This helps filter out unwanted search traffic. It can also help control your costs and improve efficiency.
When a search contains a negative keyword, your ad won’t show in the results. For example, if your app sells only women’s shoes, adding men’s shoes as a negative keyword keeps your ad from displaying to people searching for men’s shoes.
Search Match automatically matches your app to relevant user searches, helping you uncover search trends that can drive ongoing keyword discovery. This is especially useful in markets where you don’t know the local language.
Your ads could match to searches based on:
- Metadata from your App Store product page
- Information about similar apps in your category
- Other search data that may be relevant for your app
- Keywords are relevant words or terms you can bid on to match searches to your ads.
- Exact match will match a specific search term to your keyword.
- Broad match is the default match type and matches your keyword to the widest pool of related search terms.
- Negative keywords ensure that your ads won’t display when users search certain terms.
- Search Match automatically matches your ad to relevant keywords.
Episode-3 (Structure Your Account)
Before we begin creating campaigns, let’s walk through our recommended account structure so you can:
- Measure results and monitor performance.
- Optimize your campaign.
- Set up to scale for long-term growth.
Your approach to account structure may vary depending on user access and permissions.
- Agencies may use their accounts to manage campaigns for a range of apps across multiple advertisers. They’d therefore need a way to keep access, budgets, and management of each app separate.
- App developers may not have these constraints if they’re advertising only one app.
Separate search results campaigns by keyword themes.
- Brand Campaign
- Category Campaign
- Competitor Campaign
- Discovery Campaign
Brand – Category – Competitor = Exact Match(Key Words)
Discovery Campaign = Broad Match (On)+ Search Match(Should be off)
Refine your audience by customer type.
All Users: Provides maximum reach on relevant searches. This is the default customer type when you create a new ad group.
New Users: Focus on users who download your app for the first time. This maximizes the number of your conversions that come from first-time downloaders of your app.
New Users: Focus on users who download your app for the first time. This maximizes the number of your conversions that come from first-time downloaders of your app.
Users of My Other Apps: Focus on users who use your company’s other apps and can be reached by cross-promoting an app. In order to cross-promote apps, they must be included in the App Store Connect account linked to your Apple Search Ads account.
Returning Users: Focus on reengaging users to redownload your app. These users previously downloaded your app but have since deleted it.
Refine your audience by certain criteria.
- Location: If your app serves only certain areas, this feature ensures you don’t waste your budget showing ads for searches occurring outside those areas.
- Device type: Choose to show your ads only on iPad or iPhone, or set different bids and audience criteria by device.
- Demographics: Reach customers of a certain age range or gender. No ads will be shown to a user whose Apple ID is registered to a minor under 13 years of age or whose account is registered as a Managed Apple ID. The youngest audience age you can target in most of the world, including the U.S, is 18. In Canada and Korea, it’s 19 and in Japan, it’s 20.
- Structure your account by keyword themes to help measure results, optimize performance, and reach the right users for your app.
- Create four separate search results campaigns according to theme or strategy: Brand, category, competitor, and discovery.
- Use exact match for brand, category, and competitor ad groups to focus on high-performing keywords.
- Use broad match, Search Match, and negative keywords for discovery ad groups to discover new search terms, which can then be added to the more specific campaigns.
- At the ad group level, you can refine your customer types to “All users,” “New users,” “Returning users,” and “Users of my other apps.”
- Audiences can be further refined by location, device type, age range, and gender.
Episode-4 (Manage Your Budget)
Set a max CPT bid.
Apple Search Ads Advanced uses a cost-per-tap (CPT) pricing model, so you pay only when a user taps your ad.
Daily Budget Calculation Example
Let’s say you wanted to spend a maximum of $4500 (U.S.) each month on your campaign. Since your total spend over the course of a month would be no more than your daily budget times 30.4, you’d want to set your daily budget at $148.
$148 x 30.4 = $4499.20
Reference suggested bid range.
Suggested bid ranges can help you make bid decisions for search results campaigns. The suggested range provides guidance on where your max CPT bid should fall to increase the likelihood of your ad displaying.
The suggested bid range is based on what we know about your app and what advertisers with similar apps are willing to pay for a keyword, including:
- Your bid history
- Your tap-through rate
- Other advertisers’ bid histories
Max CPT Bids: Answers
- Apply aggressive bid amounts on exact match.
- Apply aggressive bid amounts on exact match keywords because they’re your core performance drivers.
- Apply moderate bid amounts on broad match and Search Match.
- Moderate bid amounts can be applied for broad match and Search Match since the focus would be on keyword discovery.
- Suggested bid ranges can help you make bid decisions.
- Suggested bid ranges are based on both your bid history and your competitors’ bid history.
- Bid strength isn’t shown when bid aligns with recommendation.
- Bid strengths aren’t displayed if: Your current bid aligns with the recommendation, there’s insufficient data, the keyword has been paused, or the campaign or ad group is on hold.
- Bid recommendations should always be followed.
- Bid recommendations are suggestions only.
- Apple Search Ads uses a cost-per-tap (CPT) pricing model, so you pay only when a user taps your ad.
- You’ll set a daily budget for your campaign, and it will run continuously based on that unless you pause it, remove it, or set an end date.
- Aggressive bid amounts should be used for exact match keywords and more moderate bid amounts on broad match and Search Match.
- Bid insights such as bid strength and suggested bid range are meant to help, but they aren’t directives.
- Strong bids improve your bid’s competitiveness and increase its chances of reaching your audience.
Episode-5 (Showcase your creative)
Understand how ads appear.
Search results ads can appear in one of several formats, depending on the user’s device and what may work best for the search query and user.
Optimize your App Store product page
The keywords in App Store Connect, the tool used to create your App Store product page, help an app to be more discoverable in organic searches. These keywords are also used as a signal for Search Match and for determining relevancy. So it’s important that these keywords are relevant or unique to your app.
A compelling subtitle can encourage taps and downloads. Use a concise phrase that resonates with your audience to highlight your app’s most valuable features or uses.
App previews are short videos that show the features and functionality of your app. They can be up to 30 seconds long and use footage captured from the app itself. You can add up to three app previews in portrait or widescreen to your product page. Audio in videos is muted, so videos should be compelling to drive audience engagement.
Screenshots appear in search results if no app preview is available. You can upload up to 10 screenshots to your product page. The first three will appear in search results by default. Highlight your app’s main benefits or features in the screenshots. Keep any text overlays simple and easy to read.
Know how ad rotation works.
If you’re running search results campaigns, ad rotation gives you additional opportunities to showcase your app. New ads can rotate into search results after the original ad disappears from view if there’s a lack of a customer interaction. An ad will only rotate in when the user has declined to tap the original ad and takes an action that removes the original ad from their view.
Leverage additional creative.
Show more app previews and screenshots for your app when featured as both an ad and also as the first organic result. Different creative displays in the ad so there isn’t duplication of app previews and screenshots on the same page.
Tailor your ad creative.
Within your ad groups, you can create tailored ad variations based on custom product pages you’ve set up in App Store Connect. Create up to 35 different ads aligned with keyword themes or audiences. Note that custom ads can only appear on devices using iOS 15.2 or later.
You can build ad variations based on custom product pages during campaign creation or anytime from the Ads dashboard. The Ads dashboard is also where you’ll go to monitor ad-level performance for custom ads and your default ad. Even if you’ve created a custom ad, your default ad will show as active in your dashboard, appearing on devices using iOS versions earlier than 15.2. Your default ad will also appear if your custom ad is paused or placed on hold. Keep in mind that you can have only one active custom ad per ad group.
- Your ad may include your App Store product page’s description, screenshots, or app previews.
- Ad rotation gives you additional opportunities to showcase your app by rotating in new ads if a user declines to tap the original ad they see.
- You can create up to 35 different custom product pages in App Store Connect to use as the basis for ad variations in your Apple Search Ads account.
- Using custom ads, you can align your ad creative with specific keyword themes and audiences.
Episode-6 (Create Campaigns)
Select where ads will run:
Choose countries and regions.
After you select your app and ad placement, you can choose the country or region where you want to promote your app.
You can create campaigns that focus on a single country or region, or that include multiple.
If you plan to promote your app in multiple markets, consider grouping multiple countries according to attributes like customer value, customer profiles, language, global region, or financial center location.
Campaign-Level Negative Keywords
In search results campaigns, campaign-level negative keywords apply to all ad groups within the campaign. You can also add negative keywords at the ad group level.
Ad Group Name
In search results campaigns, the ad group name should be associated with the type of campaign. For brand, category, and competitor campaigns, use exact match in the ad group name. For discovery campaigns, use broad match or Search Match in the ad group name.
Default Max CPT Bid
Your default max CPT bid is the maximum amount you’re willing to pay for a tap on your search results ad. The bid applies across all keywords in the ad group unless a specific keyword bid is applied.
For search results campaigns, a cost-per-acquisition (CPA) goal is optional. The setting can limit your potential impressions if set too low.
We recommend that you launch without a CPA goal so you can test performance with different max CPT bids. Then, optimize the CPA goal.
Determine whether Search Match should be turned on in your search results ad group. For any campaign other than a discovery campaign, it should be turned off.
View and add our keyword recommendations and understand keyword popularity. You can also bulk upload keywords after you create your ad group.
Ad Group–Level Negative Keywords
Ad group–level negative keywords can be added.
Reklam Grubu Düzeyi Ayarları: Max. CPT Teklifi, Kitle Hassasiyeti, Anahtar Kelime Eşleme
Kampanya Düzeyi: Günlük Bütçe, Ülke ve Bölge
- Only a Discovery campaign should have Search Match turned on.
- Search Match should be used in search results campaigns to help discover new keywords to bid on.
- Set campaign–level negative keywords to apply them to all ad groups.
- Apply negative keywords to all ad groups within a search results campaign by setting these at the campaign level rather than duplicating them for each ad group.
- You can create a campaign for an app that’s not available on the App Store.
- Only apps that are available on the App Store will be available for campaign creation.
- A default max CPT bid overrides a specific keyword–level bid.
- In search results campaigns, a specific keyword–level bid will override the ad group default max CPT bid.
- You can’t adjust your daily budget once your campaign has started.
- You can increase, decrease, pause, or cancel your daily budget anytime from the Campaigns dashboard.
- You must create a campaign before you can create ad groups.
- You can create a campaign only for an app that’s live on the App Store.
- At the campaign level, you can choose countries and regions, set a daily budget, add negative keywords for search results ads, and create an ad group.
- At the ad group level, you can set your max CPT bid and refine your audience.
- For search results campaigns, you can also add keywords, determine keyword match types and bids, and create ad variations at the ad group level.
Episode-7 (Manage Campaigns)
Add search terms as keywords.
The Search Terms tab provides insights on searches your ads appear on and how they perform. You can use this tab to:
- Discover the search queries that Search Match has automatically matched to your ads, and view their performance.
- Identify successful Search Match and broad match search terms to add as bidded exact match keywords.
- Learn which Search Match or broad match terms aren’t working, and consider adding them to your negative keywords list.
Monitor ad performance.
To open the Ads dashboard within a search results campaign, first select an ad group from the Ad Groups dashboard. In the Ads dashboard, you can:
- Create new ad variations or edit an ad variation’s name.
- Check each ad’s status or change an ad’s status by choosing Activate, Pause, or Remove from the Actions menu.
- Monitor current and historical performance data for all of your ad variations, including your default ad and custom ads.
- Team members may be invited to join your account or campaign groups, and you can assign specific roles that govern their level of access.
- You can use dashboards and reports to view performance data, manage your settings, and customize metrics.
- The Search Terms tab displays key metrics –– such as terms that led to impressions, taps, and conversions –– which can provide valuable insights for managing keywords and bids in search results campaigns.
- Custom reports make it easy to access and schedule detailed campaign performance data with the exact granularity you need.
- The Campaign Management API provides additional functionality beyond what Apple Search Ads offers, allowing you to more efficiently manage accounts and campaigns.
Episode-8 (Maximize Insights)
Performance data in your account includes:
- New Downloads
Understand value with the Attribution API.
The Apple Ads Attribution API enables you to measure and attribute downloads and redownloads resulting from your Apple Search Ads campaigns. You can use this information to:
- Understand the value of different customer groups over time.
- See the keywords that drove user conversion.
- Optimize your CPT and CPA targets for different keywords, ad groups, and audiences.
- iOS users can opt out of targeted ads by turning Personalized Ads off.
- A redownload occurs when an app is downloaded, removed, and then downloaded again.
- The Apple Ads Attribution API measures and attributes app downloads and redownloads that originate from Apple Search Ads.
- Mobile measurement providers (MMPs) are third parties that independently count app downloads and measure post-install events.
- There may be reporting differences between Apple Search Ads and an MMP’s conversion counts due to: The attribution window, app latency, and redownloads.