ASM is expected to be launched in the second quarter. Will you catch up with the two-year bonus period?

The launch time is expected to be in the second quarter .

Work that needs to be prepared before ASM goes online in China: basic ASO optimization , optimizing the search ranking of high-frequency words to within the top 100.

3. The optimization here refers to the normal range, not other methods of inflating the volume. Why mention ranking?

This is to prepare for spending money to get impressions in ASM delivery in the future.

Because the display volume distributed by ASM to CP depends on the APP relevance * bid, based on the current ASM delivery in North America, the display volume of APPs with good relevance is OK, while APPs with poor relevance will not get much display volume even if they pay a high price.

4. What are the characteristics of Search Ads?

There is no budget limit, and the campaign can be started and stopped at any time. Cross- promotion and audience targeting are possible. Track performance through the Attribution API.

The API has three main functions: campaign management, keyword management, and reporting. To use the API, you need to be an administrator of the Apple Search Ads account to create a certificate and download the certificate based on the resource and role (administrator/editor/read-only) in the console for program calls.

Campaign management: campaigns, ad groups, keywords

Keyword management: perform batch operations on keywords separately

Report: Aggregate by one or more dimensions such as time (hours/days/weeks/months), ad groups, keywords, search terms, devices, gender, age, and regions to view a total of 8 indicators including spending, impressions, clicks, downloads, CPT, CPA, TTR, and CR.

Exposure to click ratio: 8-15% ; click to download ratio: 50-80% .

7. What are the key numbers to pay attention to in Apple search ads?

Spend, Taps , Conversions, TTR (tap- through rate), Average CPA, Average CPT, Impressions, and CR are the eight most important indicators in Apple's backend data.

It depends on the company's strategy and whether there is enough budget.

9. How do North American apps react to Apple ads now? How much traffic do Apple ads actually bring to these apps?

ASM was officially launched in the United States in October last year, and has been online for a relatively short time. When comparing the average customer acquisition cost, Apple's cost is lower at US$1.04, while Google's cost is US$5.918.

When comparing conversion rates, Apple generates over 46% of conversions, while Google only has 3% . Therefore, Apple’s advertising is more effective and less costly, and North American apps currently prefer Apple search ads.

Generally, companies have no way of knowing the word selection and placement status of competitors, unless the company conducts actual operations to test and monitor the possible word selection and optimization strategies of competitors, but doing so will inevitably cost considerable costs.

Each company’s delivery method is private information of each company, so the information is difficult to obtain.

11. What is the average CPA from clicks to downloads for ASM in the market?

This question may seem simple, but it is the same as asking me how much a smartphone costs. Different industries, different types, different relevance (APP quality), different keywords, and many other factors make it impossible to clearly mark the price of CPA.

That is, the essence of bidding is dynamic, and there are many factors that affect this dynamics, which can only be analyzed on a specific APP basis.

Many APPs are launched in North America, including domestic CPs that are launched in the United States.

In terms of APP categories, there are games , social networking , photography and video, efficiency, shopping, music, entertainment, tools , travel, life, food, health and fitness, finance, navigation, education, news, sports, weather, reference, business, books, medical care, stickers, product guides and other categories. Among them, games and shopping are the biggest. The later the category is, the smaller the amount delivered.

This data can be seen from the report provided by Apple’s advertising background, which is the 8 indicators mentioned above.

I will not go into details about the account system. For related details, please refer to Apple's search advertising help document: http://asm.liangjianghu.com/search-ads-help/

15. Why can’t I spend the money I invested in ASM? The bid is up to $30 but there is no quantity?

This depends on the APP's own conditions. Your word selection, word expansion, and ASO optimization have poor relevance and a weak foundation, so naturally there will not be much display volume. This is because ASM is a tool that Apple uses to make money. If it brings more conversions to the app, Apple will naturally distribute more volume.

16. Are the placements made by the advertisers themselves or by professional agencies?

Both. This question depends on the company's professionalism, budget and other factors.

This issue should be the most concerned issue for many channels and points walls . For example: ASO and ASM are both Apple’s own children. If you have two sons, one doesn’t make money and the other does, how would you choose?

First of all, they are of the same origin. ASO is static, while ASM is dynamic. Apple's think tank would never have thought that ASO was originally conceived like this: the only martial arts in the world that cannot be broken is speed, and where there is a spear there must be a shield. This is the highest wisdom of the Chinese people. Who else but the Chinese can do such a superb research on offense and defense?

So ASO is the foundation. The foundation here refers to normal means. That is to say, when Apple realized that its own ecosystem had been messed up like this, it was time to make up for its mistakes as a philanthropist after so many years, so ASM came into being. Facebook and Google Play, which have very mature bidding systems abroad, are good examples to learn from.

In terms of delivery effect, if ASO is compared to the basic condition, then the APP with rich and handsome features can have more advantages in ASM. On the contrary, the APP with poor ASO foundation cannot get the display volume even if it has the budget in ASM. In other words, ASO is still very important.

18. How long will ASM’s bonus period last in China?

If you have to mark the time, it's about two years.

Apple knows exactly what a simple wall is, and what a wall + brush is. From another perspective, Apple is the largest anti-cheating platform in a free ecosystem.

In other words, Apple knows the wall, its users, and their behaviors. The emergence of asm has had the greatest impact on the wall in that the entire model has changed. If the wall continues to use the current model, it will surely die quickly.

How to change? For example, if you don’t dare to touch hot words, you need to expand the long tail of the words. You can do 1,000 of those unpopular long tail words. In this way, the operation threshold is raised, which is reflected in data and technology. Breaking through this threshold is the next era of points wall.

20. Is there still room for machine brushing ?

In the ASM era, the most direct impact of the reshuffle is brushing, which itself is a speculative behavior. From a historical perspective, any speculative behavior is short-lived and cannot last long.

Apple's frequent actions of locking, clearing, and removing products from the rankings since last year can be interpreted as paving the way for ASM. The adjustment of keyword popularity some time ago was also an adjustment of Apple's algorithm. The addition of fuzzy matching and the opening of fuzzy search in Chinese are equivalent to synchronization with the United States.

The pace of ASM is accelerating, and machine brushing will only become more and more difficult!

21. In the ASM era, what changes will there be in the share distribution of the Apple ecosystem?

Apple is at the top of this ecosystem. All C-end and B-end rely on this ecosystem. In the last era, hundreds of billions of market share were divided up by brushes and walls. This will not happen in the ASM era. Industry reshuffle is inevitable. After the reshuffle, Apple may take 90% of the market share, and the remaining 10% will be given to other companies that survive in this ecosystem.

It is easier to understand from another perspective. Apple is a private company and they definitely don't want you to make all the money. Moreover, they have cultivated the app store ecosystem for so many years and they have the passion and persistence to not want it to be destroyed. But more directly, Apple has to give an explanation to Wall Street. In this world, capital determines the market.

Looking through phenomena to see the essence, thinking from different perspectives, we will see many truths hidden behind the appearances. Speculation can make us gain benefits, but for businessmen, which one do you value more, the present (ASO) or the future (ASM)? What's more, speculation is actually taking advantage of loopholes. With a company as big as Apple, everyone knows that it is becoming increasingly difficult to take advantage of loopholes.

In the ASM era, to cope with this change, you need to keep up with the pace quickly, otherwise you will be left on the edge of the market and be completely shattered.

To activate Apple search bidding ads, please contact Qinggua Media official

The author of this article is Xijie, and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!