Measure your Apple Search Ads from tap to profit with Search Ads Maven
Measurement is important when it comes to advertising your app, second only to trust in your data. Now, no matter who you use for your mobile measurement partner (MMP), Search Ads Maven can bring the analysis you need for Apple Search Ads (ASA) plus your MMP measurement data all in one platform; all your tools for success in one place.
What MMPs do for you
It bears mentioning the importance an MMP has in online advertising. Using an MMP that is fully integrated with every ad network gives you the most holistic picture of your omni-channel performance and return on ad spend. The biggest feature that will help in ASA is analyzing and optimizing user performance and quality against events that happen after the customer starts using the app. This is incredibly important for free apps or those who make most of their margin with in-app actions.
With the two new ad placements in the App Store, the measurements for slots are even more important as the value of spend for them is unknown at this point, especially depending on the vertical. Each keyword bid has special insights because the word a person searches for that leads to an install of your app will behave differently, impacting the actual value of that install. The Today tab and product page bids aren’t based on something as specific as a keyword – rather the timing of your creative and the categories you are bidding on which can speak volumes.
A great example would be a Today tab ad promoting a special seasonal offer. Let’s say we have a food delivery app and specific creative that showcases a fast food restaurant that is giving you a greater percentage of sales. Knowing how many orders are placed off the Today tab installs is important to measure the success of your ASA campaigns but also the specific promotion as a whole.
As for the product page, you bid using categories. So, if you are using a discovery-type campaign and advertising in a category you aren’t normally positioned in, you can bet the behavior of those users could bring you invaluable information. Now, the goals you set for more profitability are important, but any action the user makes tells you how to improve your app and make it more usable to a larger variety of users.
Let’s say we have a weather app but we want to expand to people who will use it for travel. Measuring their behavior and actions within the app can tell you what parts interest them the most. This interest can give you ideas of what to add or even what screenshots and video you can use in custom product pages to fuel more installs. Pair that with conquesting keyword bids and you can analyze customers and increase your conversion rates.
Remember, if you haven’t integrated your MMP yet with Search Ads Maven now is the time to do so as it is incredibly easy. To integrate your MMP, check our support documentation.
Set up custom goals
After the integration is complete, you can set up the goals you want to optimize in Search Ads Maven. Your goals will be specific to your key performance indicators , the post-install events you measure with your MMP, and the goal type. The goals you create can also be multi-event scenarios that, for example, could combine getting to a certain level in a game with certain in-app items.
Remember from the examples above that the goals you are looking for can be something other than revenue-generating to be useful. Any post-install interactions you can link to what causes the install can give you helpful insights for gaining new users and improvements to drive more actions for current users.
More data means a clearer understanding of what you need to accomplish your short and long-term goals. Whether it’s more installs, better app usability, or simple audience sampling, if you know the entire user journey from attribution to use case, you are in a better position to adjust and improve.
For more information consult this support documentation.
