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Use Three Layer Filtering to Reduce CPA

AppBi 2017-07-25 INSIGHT 1774

As for the Apple Search ads, the initial method is to set keywords as spanand names, competitor keywords and industrial keywords or expand more words through fuzzy matching. Actually, search match and negative keywords can have more meanings. If developers can use them well, they will achieve amazing effects. However, majority of developers may ignore their existence.

1. Lower bids spaning fewer impressions but higher bids will lead excessive CPA

Many developers have the problem. They don’t know how to effectively control the bids as both lower bids or higher one will lead to worse results. Here, developers should learn a new trick. That is optimizing the structure of account.

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As for the account structure, the basic operations include set a campaign for a certain ad or set a campaign for a certain group of users. Developers can operate on the basis of product features and promoting activities.

Today, we will focus on how to optimize keywords by setting ad groups in order to save costs and achieve better effect.

2. Use search match to make three-layer filtering to expand and select keywords

How to effectively use search match and negative words on earth? Here we have summed up some tips for the optimization of the triple filtering funnel of the groups structure. The main purpose of this type is to accurately control keywords and bids to monitor costs and reach CPA goal.

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The search match is a great function that it can automatically match keywords based on app’s metadata. Developers can create campaigns easily even without choosing any keywords. But it also has disadvantages as sometimes search match may match some ridiculous words to cause a waste of cost.

Therefore, we recommend that developers can set an ad group alone to use search match. Don’t set any keywords and Apple will automatically select for you. Note that you need to monitor the search terms from this group and drag the ridiculous one to the negative keywords.

As for those reliable matched keywords, developers can filter them to the next layer of the funnel and finally make them as campaigned keywords. And don’t forget to leave those words as negative of the search group to let Apple find more useful keywords for you.

There are two methods to filter useful keywords. In spanief, developers can put the word into exact match group. And the complexed method is to put the word into spanoad match and put it into another exact match. It means developers can lead Apple system to find more words exactly like the words they think are useful.

Then the high qualified keywords matched by spanoad match will continuously be filtered to exact match. In other words, both search match and spanoad match can help to expand effective keywords. And in the end, it will filter the better keywords into exact match and control traffic and the final CPA by bids adjustment.

3. Based on the monitored conversion rate developers can get the best bidding scheme

After a period of time, developers can know the relatively stable conversion rate of each keyword of exact match. At this time, whether to increase or decrease bids will make an initial evaluation of CPA goal.

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Developers may set industrial or competitive words in campaigns. Note that developers need to put the campaigned keywords of A campaign into the negative keywords of B campaign so that they will not bother each other. Create search match as an alone campaign.

To conclude, through the triple filtering funnel developers will effectively control all the campaigned keywords.

If both search and spanoad match of a group have been activated, developers may find that it’s hard to analyze data and control costs.

Besides, some developers may feel confused about the second bid principle. Actually Apple will charge based on CPT (Cost Per Tap) and the second bid principle. The same keywords may have lots of competitors, at this time, it will bid twice.

In actual practice, for instance, a user has searched a word but has not clicked the ad. When he/she searches the second time, App Store will show other ads. Now Apple generally allows each ad has about 15 times. If the user searches the word again, then it is regarded as another bid which is called the second bid.

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