ASA workshop: full version on MDM.Academy https://mdm.academy Includes free intro & resources lists on Apple Search Ads (c) @thomasbcn 2020

1. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Beyond the basics
by @thomasbcn

2. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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About me
thomasbcna@gmail.com
@thomasbcn
linkedin.com/in/thomasbcn
Consultant for growth stage - Advisor for early stage
worked with 30+ developers in the last 12 months
mostly non-gaming, B2C, subscription apps

3. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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ASA & me
Management
• Since day1, Oct. 2016
• 7-digits ad spend across multiple accounts
Consulting
• Audited 2-digits companies
• Consults for Phiture & AppAgent ASA teams
Public speaker - slideshare.net/thomasbcn
• ASO Conference
• All things Search Ads
• Applause
• App Promotion Summit
• MAMA by Appsflyer
• BrightonSEO
• MDM Academy!
And more…
• SearchAdsHQ & Searchads.com pro bono collaborator
• Certification from Apple, ASODesk & SearchAdsHQ
• Apple ASA reps worst nightmare
• Won Apple’s ASA Kahoot ☺

4. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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• ASA 101
• Discovery campaigns best practices
• Creative Sets
• How to deal with LAT nightmares
• Apple recent changes
• Brand defense & Share of voice
• ASA & ASO: Cannibalization vs incrementality
• Reporting & tools
• Automation & rules
• Q&A
• Additional free resources

5. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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ASA 101

6. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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ASA 101

7. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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ASA 101 - Why
Growing adoption
• ASA is ahead of its track towards $2b+ in revenue this year (x4 in 2 years)
• $190m monthly in July19, 2/3 from non-games (data @SplitMetrics)
• +82% market share in H1 2019 (data @Appsflyer index)
• #2 ROI channel after FB in US-iOS
Not the most scalable…
… but one of the most valuable
• Exclusive: only placement within the AppStore, the bottleneck of all mobile activity
• Unparalleled insights on keywords after Google started obfuscating data
• Fraud-free SAN
• even 5-10% helps limit the marketing mix dependency towards the duopoly

8. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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ASA 101 - What
• 59 countries
• Advanced vs Basic
• Billed per tap (cpc)
• Relevancy + second price auction*
• Apple top funnel metrics
TTR / CR / CPT / CPA
• Targeting options
iPhone / iPad
new / returning / users of other apps
age / gender / location
• Match types
Exact / Broad / Search Match / Negatives
• Bidding options
CPT / CPA

9. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
Proprietary material - Do not distribute
• ASA 101
• Discovery campaigns best practices
• Creative Sets
• How to deal with LAT nightmares
• Apple recent changes
• Brand defense & Share of voice
• ASA & ASO: Cannibalization vs incrementality
• Reporting & tools
• Automation & rules
• Q&A
• Additional free resources

10. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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See the full 2h workshop on
MDM.Academy
Next session: May 7 2020, 1pm EDT
mdm.academy/event/apple-search-ads-beyond-the-basics
“Great content, and very supportive. Also if you have more specific
questions afterwards”, founder of a leading fitness app
“Quite interesting: there were a couple of things I didn’t know about and
I also got a few ideas on how to improve our media buying
efficiency!”, ASA manager at a major Casino game
“informative session : our team member who’s currently managing all
ASA initiatives found the teachings to be very insightful”, director of UA,
leading casual games company

11. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
Proprietary material - Do not distribute
• ASA 101
• Discovery campaigns best practices
• Creative Sets
• How to deal with LAT nightmares
• Apple recent changes
• Brand defense & Share of voice
• ASA & ASO: Cannibalization vs incrementality
• Reporting & tools
• Automation & rules
• Q&A
• Additional free resources

12. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Free Resources
Discovery
Creative Sets
Browser extensions
@Thomasbcn free content
Test your skills
Search Impressions calculator
And more…
Beyond the basics

13. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Discovery - resources
asostack.com/how-to-set-up-a-systematic-apple-search-ads-campaign-structure-with-5-campaign-types-64a0fa0b21d4
splitmetrics.com/blog/apple-search-ads-discovery-campaign/
www.mobileaction.co/blog/apple-search-ads/run-successful-discovery-campaigns-apple-search-ads/

14. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Creative Sets - Resources
Official help center
searchads.apple.com/help/advanced/0018-use-creative-sets
API documentation
developer.apple.com/documentation/apple_search_ads/creative_sets
apptamin.com/blog/creative-sets-apple-search-ads
Creative Sets significance calculator
asostack.com/creative-sets-results-calculator-for-apple-search-ads-a65ea8a927d5
splitmetrics.com/blog/creative-sets-testing-in-apple-search-ads

15. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Browser extensions
chrome.google.com/webstore/detail/search-ads-keyword-popula/gbipnkpnnngmnbpeeikkkhaamelgaljb

16. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Browser extensions
chrome.google.com/webstore/detail/apple-search-ads-search-p/ihggdihemilfdammomlckdocaodobcbb

17. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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More resources

18. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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More resources
2018– What’s my true ROAS @ MAMA Board
appsflyer.com/resources/mama-boards/apple-search-ads-best-practices/
2017 – ASA @ Applause.io
slideshare.net/Thomasbcn/apple-search-ads-applauseio-2017
2017 – ASO & paid search data @ BrightonSEO
slideshare.net/ThomasBCN/aso-paid-search-brightonseo-2017-thomasbcn
2016 – ASA @ APS Berlin
slideshare.net/ThomasBCN/apple-search-ads-app-promotion-summit-berlin-2016

19. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Test your skills
SearchAdsHQ Exam
searchadshq.com/search-ads-exam
Apple exam
(private event only)
ASOdesk course
(URL deprecated? https://asodesk.com/search-ads-course)

20. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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More resources
splitmetrics.com/blog/apple-search-popularity-index
How does Search Popularity index translates into search volume?

21. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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More resources
asostack.com/search-popularity-score-impressions-calculator-d39bc5f44911
Search Popularity <> Impressions Calculator

22. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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More resources
• Handbook searchadshq.com/apple-search-ads-handbook/
• Course searchadshq.com/apple-search-ads-course/
• Benchmarks searchadshq.com/apple-search-ads-benchmarks-2020
• Keywords searchadshq.com/apple-search-ads-keywords-performance-2019
• Automation splitmetrics.com/blog/how-to-automate-apple-search-ads/

23. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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More resources
Apple documentation
searchads.apple.com
developer.apple.com/documentation/apple_search_ads
ASO Stack blog
asostack.com/tagged/apple-search-ads
Tilting Point: maximize your ROI
tiltingpoint.com/blog/apple-search-ads-how-to-maximize-
the-roi-of-your-campaigns/
ASOdesk Advanced campaign management
youtube.com/watch?v=jatFXyrZh50
AppRadar guide
appradar.com/the-ultimate-marketers-guide-to-apple-
search-ads-ebook/
TheTool.io guide
thetool.io/2017/apple-search-ads-guide
Incipia ASA 301
drive.google.com/file/d/1SIqZFDmcLWQVzA0Lh_7Gk
4eUdfuRNYVi/view
Customlytics Cheat sheet
customlytics.com/apple-search-ads-campaigns-
cheat-sheet/
Bidalgo guide
bidalgo.com/apple-search-ads-guide/
Darius Marketing ASA Tutorial
youtube.com/watch?v=MTM1WiaUweI

24. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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More resources
All things Search Ads
Online conference (12 free webinars)
searchadshq.com/apple-search-ads-conf

25. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Paid resources
App strategy guidance & audits
@thomasbcn
ASA management services
@thomasbcn
AppAgent
Phiture
Michael Shubin
ASA automation
SearchAdsHQ
SearchAds.com
ASA intelligence
MobileAction
Apptweak
Appradar
MMP
Adjust
Appsflyer
Singular
ASO Services
Phiture
PickASO
AppAgent
ASO tools
TheTool
AppFollow
AppTweak
App Intelligence
Apptopia
MobileAction
Appfigures
AppStore A/B testing
SplitMetrics
ASO Giraffe
StoreMaven
App Preview Production
AppAgent
Apptamin

26. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Acknowledgments
• You for reaching this slide!
• MDM.academy customers – Funding
• Eric Seufert – Ops
• Peter Fodor – Design
• SplitMetrics – Data
• Merlin Penny – API
• (undisclosed) – Case Studies
• Searchads.com – Information
• Nadir Garouche – Feedback
• Countless heroes – Comms

27. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Contact me
thomasbcna@gmail.com
@thomasbcn
linkedin.com/in/thomasbcn
MDM – ASOstack – SubClub

28. MDM.academy - Apple Search Ads : beyond the basics - @thomasbcn © 2020SSfree
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Beyond the basics
by @thomasbcn