Incipia blog

NEW Apple Search Ads 201: Value-Based Account Structure

Gabe Kwakyi | May 9, 2018

Today's video is an overview of a new Apple Search Ads account structure that we have developed and recommend for optimal ROI.

In summary:

  • Use an exploration campaign to discover new search terms
  • Add search terms as exact match keywords to report on downstream ROI
  • Break keywords into campaigns based on keyword value (i.e. tier 1 = high LTV; tier 2 = medium LTV; tier 3 = low LTV)
  • Reduce bids for lower tiers and target CAC = LTV
  • Waterfall unspent budget downward through tiers

 

Be sure to bookmark our blog, sign up to our email newsletter for new post updates and reach out if you're interested in working with us to optimize your app's ASO or mobile marketing strategy.

Incipia is a mobile marketing consultancy that markets apps for companies, with a specialty in mobile advertising, business intelligence, and ASO. For post topics, feedback or business inquiries please contact us, or send an inquiry to projects@incipia.co