Apple Search Ads is quite new for almost all of us. While User Acquisition Managers have abundant sources to drive more conversions, the popularity of Apple Search Ads has been surging each day. In this very first webinar, we covered all the fundamentals for Apple Search Ads to equip you with the right knowledge to get you started. What is covered: - Apple Search Ads metrics and key performance indicators (KPIs) - Why you need Apple Search Ads? - Apple Search Ads Basic and Apple Search Ads Advanced – which one is right for you - Elements of an Apple Search Ads campaigns and best practices to manage a campaign. - Pricing and budgeting best practices

1. By Yusuf Barutcu - Apple Search Ads Advisor at SearchAds.com
THE ULTIMATE APPLE SEARCH ADS COURSE
From Zero to Expert
Getting Started with Apple Search Ads
BEGINNER ADVANCED

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. Section 1 Company Overview
Section 2 What is Apple Search Ads?
Section 3
Section 4
Why do you need Apple Search Ads?
Apple Search Ads Basic vs Apple Search Ads Advanced
Section 5
Section 6
Section 7
Campaign Structure
Takeaways
Q&A
Agenda
Apple Search Ads Advisor at
SearchAds.com
Yusuf Barutcu

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 What is Apple Search Ads?

7. What is Apple Search Ads?
App
promotion
offering
Easily
discovered
by users
Increase
apps’
visibility
Increase
downloads
... ... ...

8. Sponsored ads by Apple Search Ads appear at the top of searches
Apple Search Ads...

9. Section 3 Why do you need Apple Search Ads?

10. Why do you need Apple Search Ads?
70% App Store
visitors use to search
65% downloads occur
directly after a search
50% average
Conversion Rate (CR)
“Cost-effective” with “Higher conversion rate”
Ad banners
position
Conversion
rate (CR)
No time to do
ASO?
No time to
invest
keyword
research?
Well defined
ROI data
Easiest way to
engage users
https://searchads.apple.com/

11. Latin America and The Caribbean
Europe
Currently available in 60 countries
Africa, Middle East, and India
Asia Pacific
The United States, Canada, and Puerto Rico

12. Apple Search Ads customer success

13. Section 4 Apple Search Ads Basic vs. Advanced

14. Basic
Apple Search Ads: Basic
A limit of 50 apps
Upload the app and
arrange CPI
Maximum budget of
10,000 $
No ability to manage
details

15. Advanced
Apple Search Ads: Basic vs Advanced
No limit of apps
quantity
Adjust ad spend & get
CPT bids based on their
KPIs
No budget limitations
Full control of
campaigns and details
Basic: Maximum budget of 10,000 $
Basic: No ability to manage details
Basic: A limit of 50 apps
Basic: Upload the app and arrange CPI

16. Section 5 Campaign Structure

17. Campaign Structure
Campaign
Group
Keywords
Exact Match | Broad Match
Ad Groups
Campaigns

18. Campaign Group
● A collection of campaigns for a certain app
created
● you are able to create more than one
(unlimited) campaign group
Campaign Group
Campaign Campaign Campaign

19. Campaign Group
Campaign Group
Campaign Campaign Campaign
Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group
Keywords Keywords Keywords Keywords Keywords Keywords

20. ● Lets you filter the campaign through
countries/regions or the status (paused/running
etc.)
● 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,
* TAPS, TTR (impression to tap rate) and CR
(conversion rate)
What we see in Campaign Level?

21. ● Under the campaign we see their
ad group data and reach more
detailed information.
● Can be seen how many ad groups
you have and the status of the ads.
● Able to refine many settings, even
demography, age, gender, and so
on
● A focused view of your marketing
strategies.
Ad Group

22. Ad Groups contain the keywords:
Exact Match Broad Match Search Match
If a user searches an app
with a specific keyword
that matches yours, your
app will be shown.
MatchTypes
Apple Search Ads provides
matching words related to
your keyword or synonyms,
misspellings, and other
keywords searches that might
be closely related. (so; this is
a “broader” option compared
to Exact Match.)
Search Match is ON; Apple uses
keywords from your description
and app name as well. (This
helps you to be seen under more
search terms.)

23. ● All these match options have some pros and cons.
● For having more control over the keywords with Broad
Match and Search Match ON; you can set up Negative
Keywords.
* Negative Keywords:
- You can specify the keywords which you don’t want your
app to be shown under.
- Making the searches more specific and narrowing the
tunnel to get more relevant users from exact keywords you
want.
About Keywords

24. Types of Use CasesCampaignAdGroup
Brand Generic Competitors Discovery
Add new search terms as exact match keywords
Add all keywords as negatives in discovery campaigns
Exact Keywords Exact Keywords Exact Keywords
Broad
Keywords
Search
Match

25. Brand Campaign & Competitors’ Brand
Brand Campaign &
Competitors’ Brand
To protect your brand you need to have a
brand campaign and choose the proper
keywords which almost exactly match your
brand name (otherwise your competitors
will win the bids on them).
If you note that this doesn’t help you to be
on top as you expected, you can use the
proper keywords which are related to your
competitors’ brand, stealing a piece of their
pie.
TypesofUseCases

26. Generic Campaign
Generic Campaign
With generic campaigns you will be targeting and
adding the keywords your customers would be
most likely to search for.
You need to be there when they look for you.
TypesofUseCases

27. TypesofUseCases
Discovery Campaign
Discovery
Campaign
You need to think through potential
customers’ eyes. This is why you might
want to choose Broad and Search Match On
to have more potential keywords under your
hands that you might not initially be able to
think of.
In this case, you also need to utilize
negative keywords to minimize
unwanted attention from irrelevant
users.

28. Section 6 Takeaways

29. Takeaways
Apple Search Ads is an app promotion offering.
Sponsored ads have an average conversion
rate of 50%.
Four levels to campaign structure makes for a
successful ad campaign.
Use Discovery Campaigns to prompt new
keywords
Campaign Group
Campaign
Ad Group
Keywords
CAMPAIGN STRUCTURE

30. Section 7 Q & A

31. Section 1 Basic campaign setup with live walkthrough
Section 2 How to do keywords research?
Section 3
Section 4
Demographic targeting
LAT On / LAT Off difference
Section 5
Section 6
Best practices & tactics to restructure your campaign
Different scenarios w/bid change
Next Webinar: Tuning up Apple Search Ads with Live Example
Manage your Ad account and have a well structured
Apple Search Ads account
Pre-Intermediate