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1、TheAppleSearchAdsPerformanceChecklistThe Apple Search AdsPerformance ChecklistContentIntroductionAccount structureKey performance metricsAd group settingsAccount abnormalitiesAdditional Apple Search Ads Resources0Analyze,enhance and improve your Apple Search Ads account performanceBook a
2、demo301IntroductionRunacomprehensiveaccounthealthcheck,spot andmanage bottlenecks to boost your Apple Search Adsperformance and scale ROAS.We have shortlisted the most essential elements of yourApple Search Ads account to check.Inthe“howtoimprove”section,we provide ideas andrecommendations along wit
3、h detailed instructions onimplementing the recommendations within the SplitMetrics Acquire platform.Inthischecklist,we provide step-by-step extensive analysis of all the elements of your Apple Search Adsaccount,including:The Apple SearchAdsPerformance ChecklistUsethischecklist for primary analysis o
4、r regularmonitoring of accounts of any size.SeamlesslytrackyourAppleSearchAdsaccountperformance,detect abnormalities,reveal trends and findgrowth opportunities.Integrate the checklist into yourmanagement routine to improve the efficiency and makedata-driven decisions for your Apple Search Ads accoun
5、taccelerated scaling.Account structure withdifferenttypes of campaignsKeyperformance metricsAdgroup settingsAccount abnormalities4Book a call with the SplitMetrics Agency team to understand how we can help with your account management routine,improve your performance,and optimize towards your KPIs a
6、nd scale.Want to delegate your Apple Search Ads account management to a team of mobile experts?The Apple Search AdsPerformance ChecklistBook a CALL502 Account structureCampaign type:ExactWhat to checkCampaigns Create and check 3 exact campaigns based on keywords semantics(Brand,Generic,Competitors).
7、Daily Budget*1212Allocate a bigger budget to your top-performing campaigns.Compare the spend of up to 10 campaigns easily with charts in the SplitMetrics Acquire platform and identify the campaigns that tend to reach their daily budget often.Regularly monitor your campaigns spend and increase the da
8、ily budget within your KPI for the campaigns that reach the limit to not miss the scaling opportunities.Within the SplitMetrics Acquire platform,you can track and analyze spend for up to 10 campaigns and instantly see the ones that reach the daily budget too fast in charts.Set up an automation rule
9、or alert,e.g.,Spend(previous day)over 80-150%x Daily budget,run every day.How to improve*Daily budget indicates the average amount you want to spend on your campaign each day over the course of a month.On days with opportunities to get more downloads,your spend may exceed your daily budget.But your
10、monthly spend wont be more than your daily budget times the average number of days in a calendar month which is calculated as 30.4 days(Apple).The Apple Search AdsPerformance Checklist6What to checkKeywordsNew countries and regions1212Check your keyword list to ensure no overlapping keywords across
11、your ad groups and campaigns as they might cause the statistics dilution.Keep in mind that the exact match also covers plurals and misspellings.Sort your keywords in alphabet order and focus on one storefront at a time.Extend your market presence by reaching new countries and regions.Download free A
12、pple Search Ads benchmarks,check the key metrics of TTR,CV,CPT and CPA across different countries and regions,and find the new lucrative markets for your app growth.Duplicate the campaign structure in a few clicks for another country or region with SplitMetrics Acquire bulk management.Find the new r
13、elevant keywords using the in-built Keyword Planner solution and instantly add them to the required ad group for proactive scaling.How to improveThe Apple Search AdsPerformance Checklist7What to checkKeyword match typesCompetitor campaignsGeneric campaignsBrand campaigns1212Avoid combining exact and
14、 broad match type keywords within one ad group for better control,effective bid automation,and insightful statistics.Keep your broad keywords within the discovery campaign for mining new variations of effective keywords.Target keywords with your competitors brand names(brand offense strategy).Keep C
15、ompetitors and Generic ad groups separated for analytics transparency and better management.Target general terms that are somehow related to your app but do not include the apps brand name.Add long-tail phrases to cover brand traffic to the highest extent.How to improveThe Apple Search AdsPerformanc
16、e ChecklistApply to:Search terms in selected campaigns(discovery campaign)Add to:Selected ad groups(probing campaign)Match type:ExactNegate in the original campaign8Campaign type:ProbingWhat to checkSearch Terms12Check search terms performance before adding them as keywords into one of the existing
17、exact match campaigns.Set an automation rule in the SplitMetrics Acquire platform to transfer search terms from the discovery campaign as exact match keywords into the probing campaign,while automatically negating them in the discovery campaign.How to:How to improveThe Apple Search AdsPerformance Ch
18、ecklist9Campaign type:DiscoveryWhat to checkBudgetOne group without keywordsOne group with broad match keywordsAllocate up to 20%of the budget for running discovery campaigns.Search Match On:make sure your metadata is properly optimized as Search March heavily relies on it.Search Match Off:use an ad
19、 group with broad match keywords and Search Match On,which might potentially generate less low-volume search terms.Include top performers as broad match keywords to mine new phrases and long-tail variations.Use filters in the SplitMetrics Acquire platform to identify the top-performing exact-match k
20、eywords,transfer them(“Add as Keywords”action)and change their match type in bulk.How to improve123The Apple Search AdsPerformance Checklist10What to checkOne group with broad match keywords45Set up a rule in SplitMetrics Acquire platform that automatically transfers the chosen keywords as broad mat
21、ch keywords:Alternatively,set an email alert sent by SplitMetrics Acquire to detect top performers and transfer them to relevant campaigns manually.How to improveAction:Add as keyword toAction:Send email notification onlyAdd to:Selected ad groups(in the discovery campaign)but dont pause in the origi
22、nal campaignConditions:Goals greater than 2&Cost per Goal less than target CPADate Range:Previous 7 daysRun frequency:Daily/Every day/12 AMHow to:How to:The Apple Search AdsPerformance Checklist11What to checkList of negative exact match keywordsTargeting12312To avoid competition for impressions,inc
23、lude keywords from brand,generic,and competitor campaigns to the discovery campaign as negative exact match keywords.Broad match negatives will cut out too much of the traffic.Use SplitMetrics Acquire filters to identify the required exact match keywords+transfer them in bulk(“Add as Negative Keywor
24、ds”action)to the discovery campaign.Set an automation rule in SplitMetrics Acquire platform.Do not narrow down the audience by age or gender.Set up separate campaigns for different countries and regions.How to improveAction:Add as negative keyword to(Discovery campaign level)Run frequencyHourly/Ever
25、y 12 hoursHow to:The Apple Search AdsPerformance Checklist12What to checkSearch terms generated in the discovery campaign123Detect top performers.Manually transfer them to broad,generic and competitors campaigns.Set up an automated alert via email from SplitMetrics Acquire and receive a report with
26、top-performing search terms.Add low-performing search terms as negative exact match keywords to the discovery campaign to avoid budget-leaking.How to improveApply to:Search Terms in selected campaignsAction:Send email notification onlyConditions:Downloads greater than 2;CPA less than target Cost per
27、 DownloadDate Range:Previous 30 daysRun Frequency:Daily/Every day/12 AMHow to:The Apple Search AdsPerformance Checklist13What to checkSearch terms generated in the discovery campaign4Within the SplitMetrics Acquire automation rule collection,choose the rule that excludes low-performing search terms
28、in the discovery campaign.How to improveAction:Add as negative keyword toConditions:Downloads greater than 0;CPA greater than 5(Target CPA)How to:Automate and optimize Apple Search Ads at scale with SplitMetrics AcquireBook a demoThe Apple Search AdsPerformance Checklist1403 Key Performance MetricsM
29、etric type:Tap-Through Rate(TTR)What to checkApp pageCustom product pages112Optimize the App Store listing all the app page elements that may prompt users to tap(screenshots,app preview,icon).Learn how to improve your app product page with SplitMetrics Optimize platform.Create multiple ad variations
30、 using one custom product page in bulk with SplitMetrics Acquire platform.Track the performance of the ad variations within charts in SplitMetrics Acquire dashboard and see the full-funnel analytics in one place.Download Custom Product Pages Playbook by SplitMetrics and get 11 tips to increase TTR a
31、nd get a 2X ROAS growth with ad variations using custom product pages.How to improveThe Apple Search AdsPerformance Checklist15What to checkKeywords1234Detect keywords with low TTR.Pause irrelevant keywords.If they are relevant but underperform,add these keywords to your metadata.Add main strategic
32、keywords to your metadata to increase the technical relevance.Quickly detect the keywords with low TTR using the“TTR”filter in SplitMetrics Acquire platform.Set an automated alert to get a report via email sent from SplitMetrics Acquire with the required keywords to your email.How to improveAction:S
33、end email notification onlyConditions:Impressions greater than X;TTR less than Y%Date Range:Previous 3 days.How to:The Apple Search AdsPerformance Checklist16Metric type:Conversion Rate(Download Rate)What to checkConversion Rate(CR)Check benchmarks for your category and specific countries and region
34、s in the latest Apple Search Ads benchmark report by SplitMetrics.Expand the semantic core and test CPP for similar queries for different subcategories.Set up an automation rule in SplitMetrics Acquire to automatically change bids based on your CR.How to improve123Action:Change keyword bidDecrease b
35、y 10%Conditions:Download Rate less than 20%Spend XDownloads YDate Range:Previous 7 daysHow to:The Apple Search AdsPerformance Checklist17Metric type:Install Rate*reporting discrepancies between MMPs and Apple Search AdsWhat to checkInstall Rate(if SplitMetrics Acquire Install Rate shows the differen
36、ce between Downloads(from Apple Search Ads)and Installs(MMP)Check your app for technical bugs(crashes at startup,freezes).heck whether there is an integration failure between your mobile application and MMP or MMP and SplitMetrics Acquire.Check the settings in your MMP for tracking the returning use
37、rs.Theres a chance you can find some re-downloads that are not considered as new installs.Check the attribution window for Apple Search Ads in your MMP.Set it to 30 days.Check if there are any technical problems in MMP attribution.Check whether the privacy settings that regulate sending events to th
38、e 3d party partners are enabled.Check your SDK version.For example,you can notice the install rate decreasing after the SDK version upgrade.It might happen that the SDK version doesnt support the new AdService framework,which means that the MMP will attribute users to the organics until the latest i
39、OS version is implemented.How to improveThe Apple Search Ads123456The Apple Search AdsPerformance Checklist18What to checkInstall RateIf you are already a SplitMetrics Acquire platform user,contact your Customer Success Manager or use our popup chatbox to reach out the support team.How to improve7Th
40、e Apple Search AdsPerformance ChecklistSkyrocket your Apple Search Ads account and get 2X ROAS with SplitMetrics AcquireBook a demo19What to checkCPT BidMonitor overall keyword performanceIn SplitMetrics Acquire platform,access Change History and monitor the impact campaign changes have had on keywo
41、rd performance(TTR,Spend,ROAS,etc.)to understand trends and improve campaign management and performance.Make data-driven decisions and choose a bidding strategy based on the performance of keywords since the last bid change.How to improve12Hover over the keyword you want to analyze and click the Cha
42、rt icon.Click Chart Settings Show annotations.You will see who,when and how changed the bid.Add other metrics to the chart,e.g.,Impressions,CPI,purchase,ROAS,etc.to track the impact of the bid change on volume and performance.If a certain rule performed a change,you can click its name to see the cha
43、nge log of this rule and see how it affected the bid.How to:The Apple Search AdsPerformance Checklist2004 Ad Group SettingsWhat to checkDemographics(Age Range and Gender)Customer typesDont target by a specific age or gender to include all users and get the performance data accumulated.If targeting b
44、y demographics is enabled,your ads will not be shown to users with Personalised Ads Off.If targeting is set to All Users,think of reaching out to New Users and Returning Users separately for accurate bidding and performance analysis in case the ad group is showing quite a high percent of repeat down
45、loads.If targeting is set to New Users only,think of reaching out the Returning Users as well.Re-engage them with custom product pages by showcasing a custom value proposition,new features or promos.How to improve12The Apple Search AdsPerformance Checklist21What to checkGroups with overlapping setti
46、ngsAll audience refinementsAd groups may have overlapping demographics(age and gender)targeting,where one ad group is targeted at all ages and/or genders and the other one at 25-36,female,for example.In such cases,make sure that you set different bids for such ad groups.In the main SplitMetrics Acqu
47、ire dashboard,check mistakes in audience refinements within the Ad Group Setting tab.Mind mistakes in audience refinements.It may turn out that you miss targeting an important and lucrative audience segment.In the main SplitMetrics Acquire dashboard,check mistakes in audience refinements within the
48、Ad Group Setting tab.How to improve1212LocationsIncrease bids for ad groups targeting key cities or states,and lower bids for wider geographic targeting.Such location targeting is particularly relevant to delivery and dating apps.Mind that not all the countries and regions support targeting specific
49、 cities or states.The Apple Search AdsPerformance Checklist22What to checkHow to improveAd SchedulingIf your performance fluctuates by the day of the week,consider dayparting:set different bids for weekdays and weekends.Depending on your apps performance,raise bids during weekdays and lower them dur
50、ing weekends,or vice versa.Set two automation rules in SplitMetrics Acquire dasboard to automatically change bid with different run frequency.1231st action:Change keyword bidIncrease by XRun frequency:Weekly/At 9 AM/On Mondays2nd action:Change keyword bidDecrease by XRun frequency:Weekly/At 6 PM/On
51、FridaysHow to:The Apple Search AdsPerformance Checklist23What to checkHow to improveCPA goalWe recommend not setting CPA Goals for Brand campaigns and top-performing keywords,which can cut the traffic.You may want to set CPA Goal for expensive keywords added to a separate ad group.Make sure you dont
52、 bid too low because a restrictive CPA goal coupled with a low bid will limit the traffic too much.In SplitMetrics Acquire,set an automation rule that adjusts CPA Goal based on the ad groups performance.12Apply to:Selected ad groupsAction:Change CPA GoalIncrease by X%How to(example for well-performi
53、ng ad groups):The Apple Search AdsPerformance Checklist2405 Account AbnormalitiesWhat to checkKeywords with insufficient or zero impressions*Check if your bid is too low for the keyword.Use the impressions booster technique gradually raise bids until you see impressions increasing(relevant for the k
54、eywords which already have some performance data accumulated).Pause keywords if they dont generate impressions after a while.Set up an automation rule for keywords in the SplitMetrics Acquire platform.Check if the campaign was active for a short time only.Let the performance data get accumulated for
55、 a longer time.How to improve123Action:Change keyword bidIncrease bid by$XUpper bid limit$XConditions:Impressions less than 2Date Range:Previous 3 daysHow to:*The share of underperforming keywords should not exceed 70-80%of all the keywords.The Apple Search AdsPerformance Checklist25What to checkKey
56、words with insufficient or zero impressions*Check if your CPA goal is too low and raise it.Spot irrelevant keywords.Add to your metadata the keywords you want to get more impressions for to increase their technical relevance.Optimize the apps product page to its most converting version before you ra
57、ise the bids.Run A/B tests and optimize the app page creatives using the SplitMetrics Optimize platform.How to improve456*The share of underperforming keywords should not exceed 70-80%of all the keywords.The Apple Search AdsPerformance ChecklistWin the Apple Search Ads competition with SplitMetrics
58、AcquireBook a demoASO Benchmarks&Mobile Trends Report2022Additional Apple Search Ads ResourcesASO Benchmarks and Mobile Trends 2022 ReportApple Search Ads Benchmarks H1 2022downloaddownloadThe Complete Apple Search Ads CourseEnroll in courseSplitMetrics Professional Exam for Search Adspass an examEquip yourself with the latest insights and tips from the mobile growth experts at SplitMetrics.The Apple Search AdsPerformance ChecklistApple Search Ads Benchmarks ReportH1 2022