The Best Way to Structure Your Apple Search Ads Campaign (Part 1/3)

Coming up, I'm going to show you how to structure your apple search ads, campaigns, and how to put in the ideal cost tab. They'll get to your target costs per day. Stay tuned. What is up app nation? It is Steve P. Young founder of Appmasters.com The place you go when you want action packed content related to helping you grow your downloads and your revenues in this video, we're going to talk all about apple search ads and how we like to structure each and every single campaign to get us the maximum results.

Now, let's take a look at the campaign structure for each geography that you want to target for each country, us, Canada, Australia, anywhere you want to have these four campaigns. I like to set up these four campaigns for every single country. So as you're targeting the U S and Canada, you're going to have eight different campaigns. The first campaign is the exact. Campaign. These are all the keywords that you want to target that you think are the most relevant to your app.

And you want to set them up within their own ad group and set it on exact match. Now, this is going to be your highest converting campaign as well. The next two campaigns that we're going to set up or what we call the discovery campaigns. This is where we. Apple do most of its work. Let's start with the broad match campaign. We're going to take all the keywords from our exact match, and we're going to put them into our broad match campaign again in its own ad group.

So one ad group per campaign is how we like to structure it. And we're going to set it on broad match and I'll show you in a later video, how to do all that. And we're going to have all these keywords as exact match as negative. Underneath this particular ad group. So we're saying, Hey, apple, find me some keywords that are broadly associated with our main keyword words, but don't go after our main keywords. If somebody searches for calm meditation, that phrase don't show it in this particular campaign.

Next let's move on to the search match campaign. Again, another discovery campaign where we're letting apple do. The work we're going to put all these keywords from the exact match as an exact match under this search match campaign, as negatives and within we're going to turn this search match setting. We're going to turn it on. So we're going to have no keywords in this campaign. And we're going to let apple kind of figure out the keywords that they should target for this particular campaign.

We're saying, Hey, apple, find me keywords that are associated with my app that you think are relevant to my app, but don't go after my main keywords that I'm already bidding on in the exact match camp. That's what these two discovery campaigns are now to scale, which we're going to cover in another part. These are the two campaigns that we're going to. To actually scale and the last campaign that we're going to set up, it's a brand match.

Now this is completely optional. It depends on where you're at within the company. If you have other competitors that are going after your terms, you might want to protect your brand and make sure that when somebody searches for your particular brand, that you're protected against it. So you got the first listing, which is the search ads placement. And then you have the second, which is the organic. If you want to protect your brand, you want to have.

A brand campaign. And what we typically do is put it on exact match. So think about all the variations of, and spelling chains of your brand name and put them on exact match underneath this particular campaign I want to cover is here are the averages of conversion rate. So when I'm talking about conversion, I'm talking of the people who tap on my ad, how many people are actually installing the app. And here's where we've seen.

Now, again, these are just. Average is across multiple clients, but here's what we've seen our averages B. Now these conversion rates are going to come in handy when you're trying to figure out the ideal cost per tab that you're going to put for your keywords. Okay. So the exact match campaign usually converts at around 30 to 40 bucks. Broad match is going to be a little bit lower anywhere from 20 on the low end to about 35 on the high end.

And then your brand is going to convert the highest. These numbers we'll get into part two in detail, but just know these are some starting parameters to help you figure out what your starting cost per tap should be. Now. Should we set up that first campaign? First thing first, we're going to actually set up a campaign for one of my apps. It's this is a sleep sounds app that I have, and it's background noise. And I'm kind of running this campaign to give you guys some insight on what to be optimizing for.

How do you really jumpstart an app using ESO and apple search ads? I do feel like apple search ads is. Going to be necessary when you're just trying to get an app going. All right. So this is the app and I'll go into some of the keywords that we'll be targeting so that you get a sense of the type of keywords that we want to be. Really. Look now, what you also want to do is go back to our other videos that I'll link up into the description as well, to really go through how we do keyword research, but.

The purposes of this video, I'm just going to set up a couple of different keywords on exact match and show you what an exact match campaign will look like, but you really want to extensive lists of keywords and you want to test out different keywords as well on. Exactly. Okay. But for now, I'm just going to use a few. Let's go into the search ads console. I want to show you this first and foremost, you want, after you sign up and do all that set up and put all the billing and stuff you want to come into here and you want to go into this account right here.

So it says Steve young, right now, you want to go into settings and you want to make sure your app store. Is linked up to your search ads. Okay. So right now mine is, but you want to make sure it is linked up. Otherwise you might not have a create campaign button, so you want to just make sure it is all linked up and you can have multiple app store accounts linked up to one search ads, campaign or account. I'm sorry, but you definitely want to make sure this is all linked up.

First and foremost, somebody had save jelly created campaign. First thing you want to do is tap on the create campaign. Do that we're going to do the exact match. And then in a later video set up everything else. So the, you want to find the app, so I'll put in Moonlight and then since it's all connected, a lot of my apps are starting to show up. So I'm going to click on the first one. Search results is the one that we want to go for.

Search tab is a brand new feature. Where your app is shown in cost per impressions, where your app is just shown. When somebody, if you look under the search tab right now on the app store app, you'll see the, some of the, the apps that are promoted and that's on a cost per impression model, but we're just going to focus on search results. Because that's the highest, highest intent next we're going to select the country.

Again, one country per campaign is how we like to set it up. If you have multiple countries, you're want to put multiple countries like smaller countries that may not have a lot of volume, then you might want to bundle. But for the primary countries, the big countries that where you really want to see more granular data, you want to put one campaign per call. I'm gonna hit continue campaign name. Now this is just the naming structure I like to do.

I like to go exact and then country. So. The budget, you can give it as high of a budget as you want. Okay. So don't worry about the cap and the monthly spend. We're going to actually use that in the daily cap, but I usually put a high budget. So 50,000, I want my daily cap. If I'm just running a test campaign, I want them to spend maybe about a thousand dollars. So I'll put about $30 cap. But let's say you don't want to David cap, maybe you just want to run a test campaign for a thousand dollars.

Then you want to put here a thousand dollars on the budget and then no cap on the daily cap. Makes sense. So you didn't even say, Hey, I have a thousand dollars. I want to test on this app. As quickly as possible so that I can get some data. That's another way of setting this up, but I'm going to set this at a pretty high number and set this up at a thousand ad group. I just sort of name it the same thing. So exactly you S it's going to come in handy later on.

When we add these keywords on exact match as negatives to another ad group, I'll show you that in part two now cost per tap. This is where those conversion rates come into play. These exact match campaigns. If you want to be conservative, should convert at about a 30%. If you already know what your ideal cost per install should be, then just multiply that with 30%. So let's say my starting off, if I'm not sure, I'll just say $2.

I want to multiply two with 0.3 30% and that will get me to a 60 cent cost per tab. That's. Starting point. So I'm just going to put 0.6 right here. Don't listen to the suggested because you're going to spend a lot and now I'm going to turn this off. This is we're going to turn it on for our search match campaign, but for all other campaigns, we're going to make sure it's turned off. All right. And then we're going to add.

Now here you can see apple is suggesting some keywords to me. So you can go off of these suggestions or watch our other previous videos about ASO and doing keyword research and some of the keywords you're going to go after. But for me, I'm going to go after the keywords that are in my main title and subtitle. So I have background noise, sleep sounds relaxed melodies. So I'm going to put background noise, relax melodies.

Sound machine, these little bubbles show you the popularity. So the more little blue dots you see the higher the search fall asleep. Sounds definitely, but I think it's going to be super expensive, but I'll try it anyways. I'm just going to scroll to see if there's any more assault popular. One VPN not associated with this app sleep recorder. Okay. That's interesting. Rain sounds pretty accurate. And then I'm gonna leave it there again.

I like to have a lot more keywords in a normal setup before the purposes of this video. I'm just going to keep it to a few. Now I'm going to tap on this and I'm gonna hit all exact, okay. I hit save. The other settings I want to make sure you get through is devices. So if you find that maybe your iPad users aren't converting well, or you just don't want to focus on the iPad, here's where you can set up the settings, the customer types.

I want to make sure you have new users, not users. You can have users of my other app, if you want, or returning users by typically like, just say new user, that's it. Right. You can set up different campaigns. If you want to target users of your other. Or returning users, and this is a retargeting campaign and we have retargeting campaigns for some of our clients, but for brand new campaign where you're trying to just grow downloads, just set this as new users, right.

And don't change any of this stuff. Here's where you can do some AB testing. If you want to show different creatives, first, second, third, so forth. If you really wanted to do that, you can do that here, but then you hit create campaign and you're off. All right guys, that's it. In our next video, I'm going to set up the remaining three other campaigns. And then later on this year, as you're going to really discover how to scale the campaigns and how to really lower your costs per install and how we've been able to really lower our cost per install for our clients and still drive the scale that we need.

Want to see, because for most clients, they want to see a lower cost per install. Once you get there, like, all right, Steve, that's great. Now, do we scale this thing? And I'll show you all that. So stay tuned in this apple search ads series and make sure you hit that like, and subscribe button. We're trying to get to 20,000. Help us. Well, yeah, one of the biggest thing I hear from the audiences, Steve, why aren't you bigger?

I'm like, I don't know. I just try to create content that I think you want to consume. So help me get bigger. Or if you're a YouTube expert, reach out to me. All right guys, until next time, I'll see you in part two of this apple search ad series be well, and I'll see you on the next one.