- Understand the principles of a second price auction:
There are two things to consider: bid strategy and timing. As a second price auction means you will pay the next lowest bid price, then you might want to think about setting your CPT low and raising it gradually throughout the campaign. Having a bigger budget than someone else doesn’t always work. Particularly, if you rush to spend it all early on. Hint, ‘end of month’ performs well. There are many more.
- Implement Apple’s attribution API or a third-party platform:
Find your true life time value of a user and buy on this basis. You are running a business and any vanity metrics need to be expelled from the process. Downloads don’t really count any more. It’s all about prolonged and useful user engagement. You must be able to track user engagement, understand it and improve it before you spend a dime on acquiring more customers blindly.
- Allocate resource on user acquisitions through the App Store:
Many companies have teams with DPS, SEO and Pragmatic skills. However, 65% of all downloads in the Apple Store come from app stores search function. Your budgets and resource allocation must reflect this new opportunity offered by Apple Search Ads.
We’ve been lucky enough to be working with big brands and indie developers since the Beta of Apple Search Ads. I can honestly say that we’ve been stunned by the results…
The Apple Search ads product is rumoured to roll out in the UK during Q1 2017.