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Apple Search Ads - What to expect in 2021

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What to Expect in 2021
With Thomas Petit
Apple Search Ads:

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Section 1 Company Overview and Introductions
Section 2
Section 3
Section 4
Section 5
Creative sets: What, How, and Limitat...

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Section 1 Company Overview and Introductions

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Apple Search Ads - What to expect in 2021

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ASA:
- Creative sets: what, how & limitations
- Apple vs MMP discrepancies
- What's next in 2021; AdServices framework, new inventory

(c) @thomasbcn
In collaboration with searchads.com

ASA:
- Creative sets: what, how & limitations
- Apple vs MMP discrepancies
- What's next in 2021; AdServices framework, new inventory

(c) @thomasbcn
In collaboration with searchads.com

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Apple Search Ads - What to expect in 2021

  1. 1. What to Expect in 2021 With Thomas Petit Apple Search Ads:
  2. 2. Section 1 Company Overview and Introductions Section 2 Section 3 Section 4 Section 5 Creative sets: What, How, and Limitations Apple vs MMP Discrepancies: Why & How to Deal? What’s Next in 2021? Ask Thomas and Yusuf Anything! Agenda © 2021 @thomasbcn & SearchAds.com
  3. 3. Section 1 Company Overview and Introductions
  4. 4. 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, 2020 $11M+ ASA Monthly Spend 1000+ API Connected 65 Countries App Store keywords database
  5. 5. @thomasbcn Independent mobile growth consultant ASA & me: - Managed 7-digits across multiple accounts - Audited dozens of accounts - Consults for ASA agencies & tools - Public speaker at ASO Conference, APS, MAMA, MDM Academy & more - ASA reps worst nightmare! - Won Apple ASA “Kahoot” game in Berlin :) © 2021 @thomasbcn & SearchAds.com
  6. 6. More free resources!
  7. 7. Section 2 Creatives Sets: Why, How & Limitations
  8. 8. Creative Sets Pix ASOstack © 2021 @thomasbcn & SearchAds.com
  9. 9. Creative Sets - Since 2018 asostack.com/apple-secretly-launched-creative-testing-in-app-store-search-ads-761a9f7b8abb © 2021 @thomasbcn & SearchAds.com
  10. 10. Creative Sets - How At adgroup level © 2021 @thomasbcn & SearchAds.com
  11. 11. Creative Sets - How © 2021 @thomasbcn & SearchAds.com
  12. 12. Creative Sets - Creation Limitations apptamin.com/blog/creative-sets-apple-search-ads/ ● Only from approved screenshots (no upload!) ● Only in the same order as in App Store Connect & the App Store ● Only 2 sizes (+2 ipad) ● Only in selected languages © 2021 @thomasbcn & SearchAds.com
  13. 13. Creative Sets - Only in order :( apptamin.com/blog/creative-sets-apple-search-ads/ © 2021 @thomasbcn & SearchAds.com
  14. 14. Creative Sets - use case #1 medium.com/@incipiagabe/apple-search-ads-creative-set-testing-for-aso-in-the-wild-30075a71827c © 2021 @thomasbcn & SearchAds.com
  15. 15. Creative Sets - use case #1 https://metrikal.io/blog/how-to-a-b-test-screenshots-on-ios-how-to-leverage-apple-search-ads-to-run-screenshot-a-b-tests © 2021 @thomasbcn & SearchAds.com
  16. 16. Creative Sets - Use Case #2 © 2021 @thomasbcn & searchadscom Weight loss keywords Fitness keywords Nutrition keywords
  17. 17. Creative Sets - Caveats © 2021 @thomasbcn & SearchAds.com ● Only in the context of search ● Only on the search ad - not consistent with product page ● No control over traffic delivery - not a proper A/B test ● Biased by keywords concepts - not necessarily extrapolable ● Officially no CS on brand terms (and #1 ranked terms)... ● Painful to execute across complex structure ● Not available in all locales
  18. 18. Creative Sets - Caveats ● Do not use custom exports! Image & text default sets are bundled together (ID = -1) Massive bias against the default version © 2021 @thomasbcn & SearchAds.com
  19. 19. Creative Sets - Caveats Beware of languages bias. The default ads bundle all languages but custom Creative Sets are specific. © 2021 @thomasbcn & SearchAds.com
  20. 20. Creative Sets - Caveats Beware of language bias ● Campaigns with multiple countries ● Countries with multiple languages: Switzerland, Canada, Belgium, US… ● Apple ID geo: many non US users in US campaigns... © 2021 @thomasbcn & SearchAds.com
  21. 21. Creative Sets - Ads vs Organic! © 2021 @thomasbcn & SearchAds.com
  22. 22. Watch out your screens 1-6! © 2021 @thomasbcn & SearchAds.com
  23. 23. Portrait vs Landscape - Yazio © 2021 @thomasbcn & searchadscom
  24. 24. Portrait vs Landscape Do not upload landscape screenshots if you have a portrait video! © 2021 @thomasbcn & SearchAds.com
  25. 25. Section 2 Apple vs MMP Discrepancies: Why, How, What’s Next?
  26. 26. Apple vs MMP “installs” © 2021 @thomasbcn & SearchAds.com
  27. 27. Apple vs MMP “installs” © 2021 @thomasbcn & SearchAds.com
  28. 28. Apple vs MMP “installs” What’s my true ROAS @ MAMA Board appsflyer.com/resources/mama-boards/apple-search-ads-best-practices © 2021 @thomasbcn & SearchAds.com
  29. 29. Apple vs MMP “installs” © 2021 @thomasbcn & SearchAds.com
  30. 30. Apple vs MMP “installs” © 2021 @thomasbcn & SearchaAds.com
  31. 31. Apple vs MMP “installs” Post-install metrics with “LAT-on factor” at campaign level, automated: © 2021 @thomasbcn & SearchAds.com
  32. 32. Careful about LAT rate! Since October 21st, Apple only discloses LAT on/off status for iOS <14 © 2021 @thomasbcn & SearchAds.com
  33. 33. Careful about LAT rate! iOS14 is reaching 80% (Iphone <4yrs) => high share of LAT, around 40%* (varies across vertical & countries) © 2021 @thomasbcn & SearchAds.com developer.apple.com/support/app-store/
  34. 34. Careful about LAT rate! On iOS14 , users without IDFA have raised significantly appsflyer.com/blog/zeroed-idfa-ios-14 © 2021 @thomasbcn & SearchAds.com From 24% to 45%: “Prior to iOS 14, the average worldwide [LAT-on} rate was around 24%; Since the release, the numbers of zeroed-IDFA devices have skyrocketed, and now stand at an astonishing 45% of all iOS 14 devices”.
  35. 35. Discrepancies strategies: a trade off Targeting Pros Cons LAT-off only -Better tracking: smaller discrepancy -Clean split between new & returning users -No user under 18 -Reduced audience (<50%) = less scale, less share of voice -More expensive (higher CPI) -No user under the age of 18 All users -Bigger potential audience = more opportunity to scale & cover 90+% SoV -Often cheaper, in average by 30-40%* -Simpler account structure -Many invisible “conversions”, recorded in organic -Questionable extrapolations needed -Mix of new/returning users as well as LATon/off © 2021 @thomasbcn & SearchAds.com
  36. 36. Discrepancy Strategies: A Trade Off © 2021 @thomasbcn & SearchAds.com
  37. 37. The 3x Adgroup Strategy, © thomasbcn 1 keyword, 3 adgroups: ● “Open” group (all users) ● LAT-off, new users ● LAT-on returning users © 2021 @thomasbcn & SearchAds.com
  38. 38. The 3x adgroup strategy, © thomasbcn Pros: ● Most coverage (all users) ● At the best price* ● Enhanced tracking ● Allows bidding on new vs returning according to their value Cons: ● More complex account structure ● The open group overlaps with the 2 others: random delivery happens © 2021 @thomasbcn & SearchAds.com
  39. 39. Section 3 What’s Next in 2021…
  40. 40. What’s Next? - New Measurement ASA will not be measured by SKAdNetwork. Coming soon: “AdServices” Apple new attribution API for ASA! What to expect: ● ASA only ● DIY or through your MMP (like now) ● All installs reported! No more LAT-on headache ● Adgroup & keyword level ● Conversion logic similar to SKAdNetwork? TBC ● Current API (iAd Framework) deprecated ● No deduplication with SKAdNetwork Wishlist: integrated in App Store Connect Analytics… … and the ASA interface developer.apple.com/documentation/adservices © 2021 @thomasbcn & SearchAds.com
  41. 41. What’s next - New Inventory Apple Search Ads display inventory in Apple Stock & News apps = 60m MAU Reach In beta since Q2 2020 What to expect: ● More scale! ● Coming very soon (Q1?) ● US only at first? ● No placement reporting ● Little creative control (approved assets) ● Same bidding/targeting options as search? ● Tracked with AdServices © 2021 @thomasbcn & SearchAds.com
  42. 42. What’s next - New Inventory Pix @DrBarnard © 2021 @thomasbcn & SearchAds.com
  43. 43. What’s next - New Inventory Pix @app_vader & @rjonesy © 2021 @thomasbcn & SearchAds.com New AppStore placement! In beta US/CA Q1 2020
  44. 44. Section 4 Ask Thomas & Yusuf Anything!

Hinweis der Redaktion

  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.
  • - Ad network used by mobile app publishers
    - Helps your apps to be discovered easily by users
    - One of the best ways for app publishers to increase their apps’ visibility and downloads
    - Sponsored ads by Apple Search Ads appear at the top of searches with different styles.

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