What Are Bid Insights?

Bid Insights is an Apple Search Ads feature providing advertisers with valuable data and recommendations to help optimize bidding strategies. The feature analyzes several key factors to provide insights and suggestions for improving bidding:

• Keyword competitiveness: Evaluates the level of competition for specific keywords, providing recommendations on bid amounts needed to achieve desired ad placement and visibility
• Ad placement: Analyzes historical performance data to suggest optimal bid levels for different ad placements, such as Search tab, Today tab, or product pages, helping advertisers prioritize placements that deliver the best return
• Historical performance: Leverages past campaign data to identify trends and patterns in keyword and ad group performance, then uses this information to recommend bid adjustments that could improve overall return on ad spend (ROAS)

These insights help advertisers make more informed decisions around strategies for bidding competitively while maintaining a favorable ROAS. This allows them to fine-tune their bidding, improve campaign performance, and maximize the effectiveness of their ASA investments.

The recommendations provided by Bid Insights are customized to an advertiser’s specific campaigns and goals, enabling them to optimize bidding at the keyword, ad group, and campaign level. Regular review of and action on the insights can lead to increased visibility, higher conversion rates, and better overall ROAS.