What is Apple Search Ads keyword bidding
How to Maximize Apple Search Ads ROAS with Keyword Bidding
Many iOS app advertisers express concerns about high Customer Acquisition Costs (CAC) for their ad campaigns. While this is particularly true for acquiring premium iOS users, a well-structured Apple Search Ads keyword bidding strategy can help mitigate these challenges. Here are some tips to enhance your keyword bidding strategy and maximize ROAS:
Maintain a Balanced Bid Across Your Keyword List
When compiling your target Apple Search Ads keywords list, ensure a balanced mix of short-tail, high-traffic keywords and long-tail, low-traffic keywords. Higher competition keywords require larger bids to secure wins in the auction. Therefore, choose your keywords wisely and allocate your bid budget to avoid overspending on Apple Search Ads campaigns.
Reserve Budget for A/B Testing Your Keyword Bid Strategy
Once you establish your bid distribution priorities, it's crucial to test and validate your assumptions. Here are some ways to A/B test your bidding strategy:
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Exact Match Testing: Run test campaigns focusing on exact match type brand keywords to identify which ones perform best, then adjust your bid distribution for larger campaigns accordingly.
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Category and Competitor Testing: Analyze test ad groups for category and competitor campaigns using broad match type to see which keywords yield higher conversions and help discover new audience segments.
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Hybrid Match Type Testing: Experiment with hybrid match type layering to determine if it can lower your campaign costs.
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Search Match Testing: If you have experience with Apple Search Ads, test bids on Search Match to discover new audience groups and high-potential keywords.
Develop a Local Language iOS Keyword Bidding Strategy
This is especially beneficial for global brands or those operating in non-English markets. A local language keyword strategy can help you stay within budget, as these keywords typically face lower competition and require less bidding cost. Local keywords also attract a high-intent, high-quality audience. Notably, around 87% of non-English speaking internet users prefer not to transact on English-only platforms. Generative AI tools for multilingual keyword recommendations can automate this process.
Allocate Budget for Seasonal Campaigns
If your app falls within popular categories like Shopping, Finance, Travel, Food & Drink, Gaming, or Social Media, well-timed seasonal campaigns can significantly enhance your ROAS. Strategize your keyword bidding to include seasonal campaigns around special days, back-to-school promotions, and holidays. Seasonal keywords, such as "Halloween costume ideas" or "Black Friday deals," become highly competitive as the dates approach. Bid on these keywords early at lower costs to attract early interest. As the competition escalates, focus on more specific keywords that are cost-effective but target high-intent audiences.
Implement Daypart Campaigns to Save Costs
Why Continuous Optimization of Apple Search Ads Keyword Bidding is Essential
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Evaluate High Bid Amounts: Check for bids that are excessively high but fail to generate good conversions for lower funnel goals, such as transactions or gameplay.
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Monitor Seasonal Campaigns: Ensure that seasonal keyword campaigns are paused during off-seasons to prevent unnecessary bids and budget leakage.
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Identify High-Performing Long-Tail/Multilingual Keywords: Look for long-tail or multilingual keywords that are performing well and consider raising bids to scale ROAS.
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Analyze Match Type Performance: Determine which match types yield better results and adjust your bid distribution accordingly.
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Focus on Effective Dayparted Campaigns: For dayparted campaigns, identify periods of exceptional performance and decide whether to concentrate your bid share on fewer but more effective campaigns.
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