The most comprehensive summary of Apple bidding ads ASM terms in history

Since I started working on Apple's ASM bidding ads , I have made many CP friends and have been asked countless questions about basic concepts and technical terms, such as what does CR mean? What does TTR mean? How to use Search Match? What about negative words? Since Apple's bidding ads have not yet been launched outside the domestic market, many people have not studied them systematically. In addition, there are a wide variety of articles, which dazzles CPs. However, they only have a vague understanding of some basic concepts. After all, there are only a few CPs going overseas. How can ASM novices quickly understand ASM? We have compiled and listed the specific terms for Apple bidding ads to help ASM novices get started quickly.

Basic Concepts

Search Ads : is a paid App Store promotion method that allows App developers to promote their Apps at the top of the App Store search results (the first search result with a light blue background and an Ad logo). You only pay when a user clicks on your ad, and Apple's bidding system ensures that you always pay a fair market price. (It is called Apple Search Ads or Apple Bidding Ads in China)

ASO : The abbreviation of App Store Optimization, generally known as application market optimization, through a series of optimization methods, the App can get more display opportunities and download probability. In the App Store, ASO optimization involves keywords , rankings, screenshots, descriptions, comments and many other aspects. (Domestic ASO also includes manual intervention: machine brushing , human brushing, points wall , etc.)

ASM: The abbreviation of App Store Search Ads Marketing, which can be called application market search advertising marketing , corresponds to SEM . It is to give the App more display opportunities and downloads through bidding advertising .

(Apple bidding ads) Ranking considerations: relevance * bid

Relevance : Apple judges based on App metadata ( title , keywords, description, etc. when the app is submitted) and user behavior (clicks after search, conversion rate , retention , activity, etc.). (The App Store will give a certain score based on the match between keywords, App promotion information and user search intentions. The higher the score, the better).

Relevance-first rule: Relevance is the first principle for whether an App can deliver advertisements. If the relevance does not meet the standard, the advertisement will not be delivered even at a higher price. After optimization, Apps with higher relevance and higher bids can be delivered successfully.

CPT: Short for Cost Per Tap, a billing method for search ads, which is generally referred to as CPC per click in China. You only pay when a user clicks on your ad, and the actual cost of the click is the result of second-price bidding, based on what the closest competitor is willing to pay for a click on their ad, up to your maximum CPT bid. (This means you can bid competitively without worrying about overpaying)

Target CPA (cost per acquisition ) : Apple uses advertisers’ target CPA as a guide to maximize app downloads. You can add or adjust your target CPA at any time. For example, if your ad impressions are low, you might consider increasing your target CPA. If the price is too low, it may prevent your ad from entering the auction.

Account Structure

Str uc turing Accounts Account Structure : The account structure you use to manage your campaigns depends on your needs for user access and permissions. If you manage a small number of campaigns and don't need to assign different levels of access or user permissions to them, you can easily create and manage campaigns under your Search Ads account. For example:

If you manage an agency that sells search ads for multiple clients, or if you need to restrict user access to certain campaigns, you need to create campaign groups under your account and manage each set of campaigns in a different campaign group. For example:

Account: One account can manage the delivery of multiple apps, set payment information, API authorization, etc.

Campaign Group: contains multiple campaigns.

Campaigns : Contains ad groups and keywords. You can choose according to the goals of the campaign, or you can create as many campaigns as needed. (Campaigns, ad groups, and keywords can be paused and reactivated, but cannot be deleted, so be sure to prepare before you start, target each campaign to one app, set a budget, etc.)

A d G roups: refers to a group of related keywords set according to the characteristics of the application in Apple bidding advertising. It can be set into groups with different strategies, such as by activity, by age and gender, by region, by keyword classification, etc. You can also set specific criteria and bid amounts for each ad group. Ad groups are an effective way to define who sees your ads. (For example, if you know that users of a certain gender or age are more valuable, such as men aged 18-34, you can create separate ad groups to closely manage auction ad impressions and bids for this group to optimize delivery results)

Keyword: refers to relevant words or phrases that users may use when searching for apps similar to yours. When an App Store user enters a search query that includes one of your keywords, your ad may appear.

Negative keywords : Ensure your ads don’t show for specific terms, helping to control costs and improve advertising efficiency. (For example, if your app is about women's fitness, adding "men's fitness" as a negative keyword means that the ad will not be displayed for any searches related to "men's fitness")

Match Type

Search Match : The default feature of search ads. You don’t need to spend time finding all possible keywords during the delivery. Search Match uses multiple resources to automatically match your ads with relevant searches in the App Store, including metadata in your App Store product information, information about similar apps in the same category, and other search data.

Match type : is a keyword setting that helps advertisers control how their ads are matched to user searches. There are two types available: broad match and exact match. In actual delivery, it is recommended to use both matching types to run campaigns to ensure good coverage and performance.

Broad match: The default match type in search ads, which ensures your ads are served on relevant close variations of your keyword, such as singular, plural, misspellings, synonyms, related searches, and phrases containing the term (either in full or in part). Using broad match can save you time building a keyword list. Instead of having to consider every possible keyword combination, search ads can do the work for you. Additionally, it will surface unexpected search queries which can help you develop new keywords or you can use them as individual bid keywords once you have them.

Exact match: Use exact match when you need the most control over where your ad may appear, including the ability to target specific terms and close variations such as common misspellings and plural forms. The result is that you may see fewer ad impressions, but your click-through rate (TTR) and conversions may be higher for the same number of impressions because you’re reaching the customers who are most interested in your app.

Report data

Impressions : The number of times your sponsored ad was displayed in App Store search results during the reporting period.

Taps : The number of times users clicked on your ad during the reporting period.

Conversions Downloads : The total number of downloads or re-downloads resulting from sponsorship ads during the reporting period. There is a 30-day click-to-conversion window for attribution of search ad conversions.

TTR (tap-through rate) Click-through rate : It is the number of times customers click on your ad divided by the total number of impressions your ad receives.

CR Download Conversion Rate : It is the total number of conversions received in a period divided by the total number of clicks in the same period.

Avg CPA Average CPA Average cost per conversion : is the total spend divided by the number of conversions obtained in a period of time.

Avg CPT Average CPT Average cost per click : is the cost divided by the number of clicks received in a period of time.

Spend : The total cost of each customer clicking on the ad.

Low Volume Low Volume indicator: Some reports may display a value of "Low Volume". This means that the data you requested is below Apple's privacy threshold. For example, a search term must have at least 10 impressions or a value of "Low Volume" will appear in the search term report. Age, gender, or location reports require at least 100 impressions before search ads can display values.

Attribution API Attribution API :

The Search Ads Attribution API enables tracking and attribution of app downloads from Search Ads campaigns. The beauty is that by adding a few lines of code to your app, you can easily understand the value of different customer segments over time, as well as the keywords that drive conversions. Apple Attribution API information can be used to optimize your CPT and CPA goals for different keywords, ad groups, and audiences.

What are the roles in the ASM industry?

CP: Short for Content Provider, refers to the mobile data service content provider, or mobile value-added service content provider, generally the App developer.

Channel : All platforms that can acquire App users can be called channels, such as App store, Android market , machine brushing, points wall, Toutiao , etc.

ASM platform/ tool : mainly refers to the operating platform or tools that provide ASM delivery. Domestically, there are many such platforms, such as ASM and Appbk.

Agent: In the field of App promotion and operation, it generally refers to an advertising agency. In the ASM industry, it refers to a service provider responsible for providing Apple bidding advertising agency delivery to CP.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @溪姐 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map