Apple search advertising backstage big secret, the most detailed, hands-on setup tutorial "attached to the official video"-b

WWDC2016 Search Advertising Branch video and PPT released, ASO100 with developers the first time to understand the search Ads background settings (text at the end of the video).

Let's start by introducing the pattern of search ads and bidding rules

The ad model is CPT (cost per tap, per click), similar to the domestic CPC ad model. The display of ads is influenced by two factors: relevance and bid.

For example, all low-correlation ads are not displayed (regardless of bid level), the correlation is not long, the display of high-bid ads.

Apple is based on two aspects to determine the relevance, one is the App text metadata (from the description and other locations), the second is the user click on the ads follow-up behavior (such as CTR, conversion rate, retention, active).

There are two ways to match keywords: broadly match "broad match" and exact match "exact match". For example, search "photo filters", the results of broad match may appear "filters forpictures", exact match will only have "photo filters" results. Developers can add brackets to the keywords to set exact matches, such as [aso100].

Next is the focus--search Ads setup process

Create an ad

--campaign Settings

1. The video does not announce the portal to Search ads, so the first step in the process is to "set selection app", and developers can choose which apps need to make paid ads by entering the app name, app ID or download link. "

The first step to select the App to jump to this page, the bottom right corner of the ad preview, we can set up ads in this page details:

2. First name the ads, set the budget and the maximum daily consumption;

Name the ad

Set up budget for delivery

Set the maximum daily consumption

Two set ad groups

--ad Group Settings

3. the next one is named, this time ad group name, which is named for the ad set, and Apple should do so so that developers can test and optimize by setting up different ad groups.

Name the ad group

4. Select the device: iphone only, ipad only or iphone and ipad are all available.

Select Device

5. set up your ad schedule: start date, end date (optional), and daily schedule for specific hours.

Date of start and ending

Daily timetable

6. Set the default bid, each ad in this Group will compete with the default bid after the setting is complete, and the developer can adjust the individual ads.

Set Default Auctions

7. setting up a CPA reference (optional), the developer estimates an ideal CPA value by predicting new user cost and conversion rates, which will guide the APP's ad delivery.

Set up CPA reference values

Three set keywords

--ad Group Keywords

8. Select Auto-match mode "search match", Apple will automatically crawl the app information to generate keywords in the ad, the crawl may include the app title, description, keywords and other text information, may also have a user search to download the app's search behavior. Auto-match mode can be turned on or off.

Selector Switch "search match"

Apple Auto-match keywords

9. Add a custom keyword. Apple has recommended a subset of keywords for developers to add, and developers can set them up. Set the custom keyword to be separated by commas, if you want to use the above mentioned "exact match" mode, you need to add brackets. Each keyword has a search heat and a bid.

Add a custom keyword

The bid here is the default bid that has just been set and can be adjusted by the developer. Since there are also steps to adjust the bid, ASO100 does not recommend that the developer adjust at this time.

You can adjust your bid when you add a custom keyword

Four advertising orientation

--advanced targeting

One . Select by user's download behavior: Users who have not downloaded this app, users who have downloaded this app, all users, and users who downloaded this my other app.

Select User Groups

Select the user "gender" and "age range".

Choose gender and age

Select a user location.

Select a region

Five viewing ad Reports and adjusting ads

on the Profile "overview" page, you can see the CPT, CPA, CPT/CPA conversion, impressions, clicks, and impressions/clicks conversions for your ad.

AD Profile page

in the keyword "keywords" page is divided into "keywords", "search term" and "negative keywords" three sub-pages, respectively, "Keyword Management page", "Advertising keyword Management page", " Bad Keyword page ".

"keywords" pages and secondary pages

on the search terms "search term" sub-page, developers can view detailed data for each ad.

"manage Search terms"

Select a keyword, we can operate on it "addas keyword", to confirm the delivery of this keyword, we can set the matching type, bid, if a keyword does not perform well, we can select it as "negative keywords".

Working with Keywords

in the keyword Management "keywords" sub-page, developers can set the ad delivery status as "persistent" or "paused" based on the data of each word.

Pause an ad

If a keyword data is good, we can choose to add the word related to it. As "picture editor" 's performance is good, we can click on the upper left corner "add keywords" options, search "picture editor", according to Apple-generated related words to add new words and bids.

Search Related keywords

Select Related keywords

in the report "reports", Apple showed us the data of the APP's impressions in a week, and developers can view more data reports on demand by selecting "date", "ad group", "keywords", "Device", "age", "gender", "Geography" and more. Not just for impressions, but for clicks, downloads, conversions, and more.

AD Data Sheet

Soundtrack Video on the Bong

Summarize

The WWDC 2016 search advertising chapter published this content is also very sincere, although Apple claimed that Searchads is still in the test, but we have seen a relatively mature bidding advertising system . In the bidding search, how to choose the right keywords, how to set up the auction, how to improve conversion rate and other content, ASO100 will be the first time to share the most detailed and practical strategy.

"What do you think of the information published by Apple in this Search Ads section, and what is the forecast for the official version, please comment!!!

Apple search advertising backstage big secret, the most detailed, hands-on setup tutorial "attached to the official video"-b