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Automated Optimization for Apple Search Ads

Automated Optimization for Apple Search Ads

By   November 4th, 2020

Apple Search Ads is a fast-growing marketing channel seeing increased adoption and greater chunks of advertising budgets. Did you know that MarinOne offers reporting and bidding for Apple Search Ads

In this article, we’ll spell out some of the more advanced and automated ways our advertisers optimize their Apple Search Ad budget. 

Full Funnel Optimization

As an open platform, MarinOne integrates with a wealth of tracking solutions, including in-app tracking such as Adjust, Appsflyer, or Tune. Our Full Funnel Bidding solution enables you to leverage this information in bid optimization. In practice, this means Marin can calculate bids based on the cost-per-download, allowing our advertisers to be highly reactive due to the volume and short latency from click to download. Remember that 65% of app downloads occur right after a search.

These initial bids are then adjusted up and down based on lower funnel events that can be tracked with third party solutions, such as sales, subscriptions, or customer lifetime values—data that typically has longer latency and less volume.

Combined, Full Funnel Bidding will get you the best of both worlds: it’s highly reactive to the cost-per-download and download-per-click ratio while taking into account the lower funnel value these downloads represent for your company!

Time of Day Bidding

At what moments do you find yourself with a smartphone in your hands? There are often very specific points in the day that we reach for the screen, and even more so for apps that relate to specific events, such as sports!

Marin Bidding allows you to set scheduled boosts for your Apple Search Ads activity, increasing your bids during times of day when you expect performance and volume to increase, and decreasing bids during times that may be less relevant. This means concentrating your budget where it matters most! 

Dynamic Actions

Dynamic Actions are an extremely powerful feature of Marin, allowing custom modifiers based on almost any data source and used in combination with Marin Dimensions for big optimization. This means tagging objects (keywords/groups/campaigns) with a value on a dimension, and then specifying rules to be taken into account in bid calculation. Here’s just a couple of ideas for using Dynamic Actions to enhance your Apple Search Ads campaign:

  • Adjust bids for seasonal events: Increase bids by 10% on all keywords that contain “basketball” across all markets when game 7 of the NBA Finals is on, increasing volume.
  • Leverage external data: The options here are almost unlimited, but two ideas are:
    • Upload the organic position of your app on the results page, and increase bids where your position is poor and decrease bids where your position is great. Again, it’s a way to make sure you put your advertising dollars where they matter most.
    • When targeting specific geographic regions and your results depend on the weather, leverage Dynamic Actions to increase your bids when one of your target regions has a high likelihood of rain or sun.

Interested in integrating your Apple Search Ads into your MarinOne application? Contact your account representative for more information, or request a demo today!