{"id":1285,"date":"2023-06-13T21:26:31","date_gmt":"2023-06-13T21:26:31","guid":{"rendered":"https:\/\/www.searchadsmaven.com\/?p=1285"},"modified":"2024-04-09T21:37:00","modified_gmt":"2024-04-09T21:37:00","slug":"avoid-these-5-mistakes-on-apple-search-ads","status":"publish","type":"post","link":"https:\/\/www.searchadsmaven.com\/es\/blog\/avoid-these-5-mistakes-on-apple-search-ads\/","title":{"rendered":"Avoid These 5 Mistakes on Apple Search Ads"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1686685135877{padding-bottom: 20px !important;}”]\n

Tips to dodge some common pitfalls and unlock growth<\/h2>\n[\/vc_column_text][vc_column_text]Whenever one of the nearly 1.36 billion iPhone users worldwide are on the hunt for an app, they tend to land in Apple\u2019s App Store. They actively open or are directed to the app marketplace to discover apps that address their problems, offer entertainment, or fulfill a need. Regardless of the purpose for visiting the App Store, their intent to download an app is strong. Using Apple Search Ads (ASA), Apple’s native ad offering with various ad placements positioned across the App Store experience, iOS app developers and advertisers have the opportunity to reach this captive audience with much higher conversion rates compared to other advertising channels.<\/span><\/p>\n

In addition to high conversion rates from high-intent users, ASA provides advertisers with deterministic attribution and measurement data, something that is much more difficult across other iOS paid channels since the introduction of the AppTrackingTransparency (ATT) framework. For these reasons, advertisers are utilizing ASA now more than ever. Since the release of iOS 14.5, when the ATT framework went into full effect, ASA has climbed to account for 38% of total iOS attributions, up from 12% pre-enforcement of the ATT framework in April 2021.<\/span><\/p>\n

With more advertisers than ever before using ASA and an increasing number of apps being added to the App Store (nearly <\/span>1.8 million<\/span><\/a>), it’s important for advertisers to hone in on ASA optimization. With so many ways to go about running an ASA strategy, it can be hard to determine the most optimal use of the ad platform. In this blog, we will explore five common mistakes advertisers make when advertising on ASA and how you can avoid them to drive quality app installs and engagement.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1686685338101{padding-top: 20px !important;padding-bottom: 20px !important;}”]\n

1. Inadequate or no brand protection<\/h3>\n[\/vc_column_text][vc_column_text]Brand protection on ASA is the practice of maintaining consistent search result bids for your own brand keywords so competitors cannot easily win bids on those terms. This allows you to maintain some level of control over your brand’s visibility within App Store search results. If you don\u2019t have any brand protection, competitors can easily win bids for your key brand terms and top the search results for your app – enabling them to captivate users that originally came to the App Store to search for you. On the other hand, if you have some brand protection but your approach is inadequate, you won\u2019t be able to maintain a healthy share-of-voice (or impression share), which is a measurement of the percentage of ad impressions your ads receive for a given set of search terms compared to the total number of ad impressions for those terms.\u00a0<\/span><\/p>\n

To protect your brand while continuing to bring in organic searches, you must have a sufficient brand protection strategy, though ideally, your entire budget shouldn\u2019t be spent solely on brand terms.\u00a0<\/span><\/p>\n

By utilizing an ASA campaign management platform like <\/span>Search Ads Maven<\/span><\/a> , share-of-voice can be easily monitored and automation rules can be used to auto-optimize your bidding strategy on brand keywords to stay within budget while maintaining your desired share-of-voice.<\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1686685332849{padding-top: 20px !important;padding-bottom: 20px !important;}”]\n

2. Going vertical too quickly in your keyword strategy<\/h3>\n[\/vc_column_text][vc_column_text]Similarly to stocks, it\u2019s best to have a diverse portfolio of keywords and bids. A common mistake advertisers make is only going in one direction with their ASA keyword strategy. Make sure to go horizontal (at least at the beginning) <\/span>and<\/span><\/i> vertical to get a diverse set of keywords. Once you have gathered a wide range of keywords that work best for your brand, test them to determine which ones are the most effective. This is where a discovery campaign can be helpful.<\/span>[\/vc_column_text][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all” css=”.vc_custom_1686685359835{padding-top: 20px !important;padding-bottom: 20px !important;}”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”1063″ image_size=”full” animation_type=”entrance” animation=”Fade In” animation_easing=”default” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/4″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][\/vc_column_inner][\/vc_row_inner][vc_column_text]\n

How to create an effective discovery campaign<\/span><\/h4>\n[\/vc_column_text][vc_column_text]To run an effective discovery campaign – here is an effective strategy:<\/span><\/p>\n
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  1. Start by creating a discovery campaign and implement Search Match to find the best performing keywords and search terms for an app.\u00a0<\/span><\/li>\n
  2. Apple will automatically match the app to relevant keywords using the app\u2019s metadata. You can then review the results and choose the terms that are performing well.<\/span><\/li>\n
  3. Once this is done, move those high performing terms over to an exact match campaign within your app vertical(s).<\/span><\/li>\n<\/ol>\n

    Another method is to use Broad Match in a discovery campaign. In this approach the advertiser is telling Apple to bid on a keyword and all other similar terms (eg, autofill results) which save the advertiser time and resources researching all possible variations of the keyword. Start by:<\/span><\/p>\n

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    1. Include all keywords from all of your other campaigns and put them in a Broad Match discovery ad group.<\/span><\/li>\n
    2. Add those same keywords in a negative exact match campaign to target users searching for relevant keywords (that might include misspelled words) or that use autofill. This will put the app in front of more potential users but will ensure you are not competing with yourself and your specific keywords in other exact match campaigns.\u00a0<\/span><\/li>\n<\/ol>\n

      Discovery can also be used to test under-performing keywords or push keywords that aren\u2019t performing as expected. For a non-performing keyword, you can test these terms by setting them at very high CPT (cost-per-tap) and a very low CPA (cost-per-acquisition) target in a discovery campaign which will maximize that keyword\u2019s potential to scale while protecting the results for low CPA target. While this is a tried and tested method in the industry, it\u2019s not a guaranteed win, but it is a good last chance method when trying to push a lazy keyword.<\/span>[\/vc_column_text][vc_column_text]\n

      More keyword search tips<\/span><\/h4>\n[\/vc_column_text][vc_column_text]Apart from running a discovery campaign, here are some other ways you can leverage keywords:<\/span><\/p>\n