Role: https://phiture-jobs.personio.de/job/138732 Intro We’re excited to invite you for a brief assignment to understand your thought processes around setting up, analyzing and managing campaigns. Feel free to use the following resources to get you set up, but please also bring your previous experience from user acquisition (Google Ads, etc.) into the assignment: - https://searchads.apple.com/advanced/help/overview/#why-advertise - https://support.google.com/google-ads/answer/6247380?hl=en We’ve also left you a copy of our Advanced ASO Book on www.asoebook.com which you can pick up with coupon: asocandidate. While this is not a Performance marketing resource, it might help you with your research. Task 1: Understanding our client's needs A potential client reaches out to us and tells us that they “want us to do Apple Search Ads & Google App Campaigns”. Which 4-5 questions would you ask them to better assess how we can help them? And why do you want to ask those questions? Guidance: 15 minutes. Task 2: Setting up your first campaigns The client, LEGO life, wants to proceed and asks us to run their Apple Search Ads & Google App Campaigns for them. ● For Apple Search Ads, map out the campaign and ad group structure, and list a few keywords that you aim to target in each of the ad groups. Make sure you clearly include match types in your setup. ● In regards to Google App Campaigns, how would you structure the campaigns and ad groups? Why? You can build this structure in a Google Sheet or in your presentation (task 4), but feel free to use any tool you like. Guidance: 30 minutes. Task 3: Analyzing data For the third part of your assignment, we’re asking you to analyze this spreadsheet of search term / keyword level data. This is real data from an Apple Search Ads account, but it has been anonymized and campaign, ad group names and keywords have been randomized. Feel free to make a copy of the file so that you can edit it, and slice and dice data in ways that you would typically do. As part of your analysis, tell us what data points you’ve decided to focus on and why (hint: you don’t need to use all columns). We’re looking to answer questions such as: ● How do you look at the funnel in Apple Search Ads? ● Which ad groups were performing best? ● What is the average CPT? ● What is the average cost per download (CPI)? ● ... If the client asks us to increase the number of subscriptions while achieving a target Cost Per Action of $6 or below, how would you change the current strategy (bids, etc.)? Guidance: 45 minutes Task 4: Creating a presentation As a performance marketing consultant you will work on a daily basis with clients and you will need to present them your plans and findings in a clear and concise manner. Take your answers from the previous three assignments and put them together in a presentation which you will hand over to Phiture. Guidance: 30 minutes

1. Assignment Performance Marketing Consultant role
AlessandraIzzo |CaseStudy
July 6, 2020

2. Understanding
our client's needs
TASK 1
A potential client reaches out to
us and tells us that they “want us
to do Apple Search Ads & Google
App Campaigns”.
Which 4-5 questions would you
ask them to better assess how we
can help them?
And why do you want to ask those
questions?

3. QUESTIONS
🎯 Whatwouldyoulikeyourcampaignstoaccomplishforyourbusiness?
With this question, we want to investigate which are the speci c business goals that the client hopes to achieve
with its ads (e.g. gathering new user installs and in-app actions or engaging with existing users). Having clear goals
will determine how we set up the campaigns within ASA and UAC as well as how we optimize them both through
copy and creative assets.
👫 🌏 Whoisyourtargetaudience?
With this question, we want to de ne which target audiences (demographics, geo , devices) are relevant to our
client's app. With a clear view on who we need to target, we can understand if ASA and UAC are the best paid
channels to make use of and gather useful data to inform our strategy.
💰 Whatisyourtargetmonthlybudget?
We need to know up front what type of budget we have for our campaigns to inform the platforms we choose to
promote on, the type of ads, the duration of the campaign and more. Having this info can help us also setting
realistic goals and timeline.

4. QUESTIONS
🤳 Whatisthecustomerjourneyforyourappandwhicharethetrackedevents?
Understanding the customer journey will give us a clear overview of what are the actions that a user takes along
the conversion process and help us identify which event should we focus on for campaign optimization.
🏆 Howdoyoudefinethesuccess?
It's important to us to understand how our client de nes the success in order to have a clear idea on how to drive
optimization of the account.

5. Stay in touch
Business Goals Strategy Product
related
Advertising
History
Competitor
Analysis

6. Setting up your first campaigns
TASK 2
The client, LEGO life, wants to proceed and
asks us to run their Apple Search Ads &
Google App Campaigns for them.
• For Apple Search Ads, map out the
campaign and ad group structure, and
list a few keywords that you aim to
target in each of the ad groups. Make
sure you clearly include match types in
your setup.
• In regards to Google App Campaigns,
how would you structure the campaigns
and ad groups? Why?

7. Apple
Search
Ads
Campaign
Setup

8. ASA Campaign Structure for LEGO Life
BrandCampaigns
Exact MatchAd Groups
Keyword
List
Generic Competitor Discovery Probing
Exact MatchAG
1
AG
2
AG
3
AG
1
AG
2
AG
3
Broad
Match
(BM)
Search
Match
(SM)
KW
List
Keyword
List
KW
List
KW
List
KW
List
KW
List
KW
List
KW
List
* all users

9. Brand Campaign
Setup
Campaign Goal:
Brand Protection
Brand
Exact Match
Keyword
List
Access to the full list →
Goal:
With this campaign we want to protect the LEGO Life brand from losing its
relevant audience to competitors.
Campaign name:
[Lego Life - US - Brand]
Ad Group Match Type:
We will use Exact Match keywords only.
Keywords:
We will include all keywords that are directly associated with the LEGO Life
brand ( name of the app, publisher title and common misspelling of the above).
[Lego life][Lego life free][Legolife][Lego life app][Lego][lego lego]

10. Generic Campaign
Setup
Campaign Goal:
Prospecting
Access to the full list →
Goal:
With this campaign we want to build brand awareness and attract relevant users
who are searching for a solution to their problem for an app similar to LEGO Life.
Campaign name:
[Lego Life - US - Generic]
Ad Group Match Type:
We will use Exact Match keywords only.
Keywords:
We will include general terms that describe the LEGO Life's app features,
functionalities and that not include the app name. We will split my list of generic
keywords into several ad groups based on intent grades quali ed as high,
medium, low.
Generic
AG
1
AG
2
AG
3
KW
List
KW
List
KW
List

11. Generic Campaign Ad Groups
Social Media app for kids
High Intent
Gaming app for kids
Parents who are searching for a kid-safe
community for children.
Creativity app for kids
AG
1
Ad Group 1
AG
3
Ad Group 2 Ad Group 3
Access to the full list →
[social media for kids][kids social media]
[social media for children][kids community]
[social media avatar]
Medium Intent
Parents who are searching for a family-
friendly gaming apps for kids.
[educational games for kids]
[educational games for children]
[kids game]
[challenge games for kids]
[kids building game]
Low Intent
Parents who are searching for
apps that inspire creativity in kids.
[creative apps for kids]
[co play]
[building games]
[free play]

12. Competitor
Campaign Setup
Campaign Goal:
Brand Offense
Access to the full list →
Goal:
With this campaign we want to bid on LEGO Life's competitor's keywords to win
over their audience
Campaign name:
[Lego Life - US - Competitor]
Ad Group Match Type:
We will use Exact Match keywords only.
Keywords:
We will include keywords that represent LEGO Life's competitor'a app name or
company name. We will split my list of keywords into several ad groups based on
the same intent-based approach applied to Generic campaigns.
Competitor
AG
1
AG
2
AG
3
KW
List
KW
List
KW
List

13. Competitor Campaign Ad Groups
Social Media app for kids
High Intent
Gaming app for kids Creativity app for kids
AG
1
Ad Group 1
AG
3
Ad Group 2 Ad Group 3
Access to the full list →
[besty]
[messanger for kids]
[justalk kids]
[GROM]
[YO YO Kidz]
Medium Intent
[PBS KIDS Games]
[Khan Academy Kids]
[Car Maker Game]
[Talking Tom Pool]
[House Paint]
Low Intent
[Pocket World 3D -unique puzzle]
[Rainbow Glitter Coloring Book]
[Dinosaur Deformers]
[Rock the School]
[Animal Crossing]

14. Discovery Campaign
Setup
Campaign Goal:
Discovery
Goal:
With this campaign we want to try to discover new relevant keywords that we are
not probably bidding on yet.
Campaign name:
[Lego Life - US - Discovery]
Ad Group Match Type:
Broad Match and Search Match
Keywords:
We will add all targeted Exact Match terms from the Competitor, Generic, and
Brand campaigns as negative Exact Match keywords in the Discovery Campaign.
We will add all Exact Match keywords as Match keywords as Broad Match
keywords to the Discovery Campaign in the Broad Match Ad Group.
Discovery
Broad
Match
(BM)
Search
Match
(SM)
KW
List

15. ASA Campaign Structure for LEGO Life
BrandCampaigns
Exact MatchAd Groups
Keyword
List
Generic Competitor Discovery Probing
Exact Match
AG
1
(EM)
Broad
Match
(BM)
Search
Match
(SM)
KW
List
Keyword
List
KW
List
KW
List
KW
List
KW
List
KW
List
KW
List
AG
2
(EM)
AG
3
(EM)
AG
1
(EM)
AG
2
(EM)
AG
3
(EM)
1
2
3
4

16. Google
App
Campaign

17. 󾓦 󾓦
LEGO Life - Install - US LEGO Life- InstallAdvanced- US
AG 1
AG 2
AG 3
LEGO Life - Install - US LEGO Life- InstallAdvanced- US
AG 1
AG 2
AG 3

18. Install Volume Campaign Goal:
Install Volume
Goal:
All users: With this campaign we want to get as installs as possible.
Campaign name:
[Lego Life - Install - US -en]
Theme-based Ad groups
• Ad group for theme # 1: Safe social space
• Ad group for theme # 2: Creative social space
• Ad group for theme # 3: Generic
LEGO Life - Install - US -en
Budget:
50 x tCPI
Bid Strategy:
tCPI
AG 1
AG 2
AG 3 - Generic

19. App Campaign # 1 (Install Volume)
Ad group Safe Space theme
• A Safe Social App for your Kids. (Intro)
• For kids who love LEGO. (Attention Grabber)
• Let your kids play safe. (Bene t Statement)
• Create, share & discover. (CTA)
4 text ideas
up to 20 images (focus on top served images)
320 x 480
1024 x 768
480 x 320
1200 x 628
300 x250
320 x 50
up to 20 video ( at least square, portrait, landscape)
Ad group Creativity Space theme Ad group Generic theme
▶ ▶ ▶

20. Install Advanced Campaign Goal:
Install Advanced
Goal:
Users likely to register to the app: With this campaign we want to optimize for
high install volume among users likely to register to the app
Campaign name:
[Lego Life - Install/Registration - US -en]
Theme-based Ad groups
• Ad group for theme # 1: Safe social space
• Ad group for theme # 2: Creative social space
• Ad group for theme # 3: Generic
LEGO Life - Install - US -en
Budget:
50 x tCPI
Bid Strategy:
tCPI
AG 1
AG 2
AG 3 - Generic

21. Analyzing data
TASK 3
Analyze this spreadsheet of search term /
keyword level data.
We’re looking to answer questions such as:
• How do you look at the funnel in Apple
Search Ads?
• Which ad groups were performing best?
• What is the average CPT?
• What is the average cost per download
(CPI)?
• If the client asks us to increase the
number of subscriptions while achieving
a target Cost Per Action of $6 or below,
how would you change the current
strategy (bids, etc.)?

22. How do you look at the funnel in Apple Search Ads?
After users tap on the ad banner, they nd themselves on an app store product page, then they download, install and
open the app. Only upon these actions users may make an in-app purchase, buy a subscription or view native ads.
Each stage of this funnel should be optimized to ensure that your ad spend gets retuns with enough margin in the
end.
TTR= Taps/Impressions
CR = Installs/ Taps

23. Spend per Campaign
as % total spend
Campaigns data
Spend: $3,126
Prose
Avg. CPI: $2.23
Spend: $138
Quarr.
Avg. CPI: $1.81
Spend: $8,407
Quick
Avg. CPI: $3.02
Spend: $61
Squalid
Avg. CPI: $1.43
Spend: $3,355
Stove
Avg. CPI: $2.62
Spend: $1,620
Thank.
Avg. CPI: $2.49
Spend: $1,038
Wine
Avg. CPI: $2.39
Spend: $3,097
Wistfu.
Avg. CPI: $2.68
Main KPIs
Data →

24. What is the average cost per download (CPI)?
The average cost per download is $ 2.61

25. What is the average CPT?
The average cost per tap is $ 1.26

26. Spend per Ad Group
as % total spend
CPI per ad group
Data →

27. What ad groups were performing best?
We identi ed the ad groups as the best performing ones considering CPI as main KPI:
• tricky is performing well with high conversion rate and a lower CPI compared to the avg CPI: haircut, with its CPI of $2.62, is not far behind
the other best-performing keyword-based ad group tricky as well as neat and disagree.
The impression volume we’ve seen thus far has been relatively low for ad groups such as protect and vagabond, which is to be expected
considering that Apple shows just one ad per search result while also requiring very high relevancy between chosen keywords and your app. It’s
dif cult to say if the high conversion rates would scale with larger search volumes, but the conversion rates we have seen so far look promising.
If the client asks us to increase the number of subscriptions while achieving a target
Cost Per Action of $6 or below, how would you change the current strategy (bids,
etc.)?
In order to achieve the requested result, we would need to set a CPA Goal for our campaign to optimize conversions.. I would increase the Max
CPT Bid in order to compensate the loss of the impressions we would face.