Welcome back to the second part of exploring Apple Search Ads.
So the first week, we looked at, basically, campaign creation. Quickly setting up a campaign.
Now we’re going to look at the analytics and the information that gets spat out after you’ve spent some money.
Let’s dive in.
First of all, you want to jump in to campaign, and then into ad group.
Then you can start to see your spend, what kind of match your keywords are on, impressions, conversions, average cost per tap, or CPT.
The interesting stuff is when you start to look into the search terms.
In search terms, you get to see that actual phrase that showed for the keyword.
If you’ve got it on broad match, particularly, it’s unlikely to really be that useful if you’re exact match.
If you’re looking at broad match, you’ll be able to see the keyword that you shoot for that then they go and click, or the impression.
So you’ll see the search term, the original search term, over here, and the keyword that you shoot for here.
And again, it gives you the breakdown.
This will show you where your conversions are actually happening from, as opposed to kind of the broad word, which will then allow you tighten up your campaign by removing the ones that aren’t converting and keeping the ones that are converting.
Next is your negative report.
You should be taking search terms that you’re shooting for, that maybe aren’t performing well, and you’ve got to disable and stick them in your negative report, so they never, ever come back, and you never spend your money in a way that you never wanted to.
The negative report is really useful to make sure you’re covering all the bases, and again, you can do it by exact and broad match, because you may just want to remove one phrase, not the whole phrase.
Next up is the actual full report, and this gives you, basically, your usual charts, your breakdown, your compares.
This is an unoptimized campaign, just so you know.
About to go through an optimization cycle. But it’s good to show you what the kind of raw data on optimise looks like when it comes out.
So you’ve got date range and versus, that can change these about, let’s see, conversions.
Ooh, 138 conversions at 100, $1.38. You can set your date over here.
Pretty standard stuff, as usual. You can line graph it, you can chart it. Can’t remember what type of graph is called. But I like it.
You can jump into your keywords and start to look at how these are behaving over time.
From here, you can see the keyword and the conversion.
Go all the way down, you can chart them out or take them out of the chart up here. You can also look at see what devices are performing.
Target for this campaign is only on iPhone.
From what I’ve seen so far, you can’t actually break it down to what type of iPhone, because you might find some devices perform better than others, but the Apple data hasn’t given you that, which sucks.
More demographic information. So that’s your ages. Again, it’s pretty standard.
You’ll be able to see who’s converting where, what age groups are converting the best.
To the gender report.
Don’t want to look at that though. It’s interesting, you can see there’s like a 50/50 split.
This is interesting for this particular campaign, because I would have thought it’d skew towards female.
Cost per tap for gender.
Should be quite interesting for optimising a campaign moving forward.
That’s where where your conversions are coming from.
Should be able to go down and get this report. See what states conversions are coming from.
Remember, it’s only in the US right now, so you only, only get US data.
Get impressions, which ones achieve conversions. That’s not too bad.
Let’s see who’s converting.
Ooh, that’s a big average cost per action, isn’t it?
That’s basically it.
For me, it’s always going to be keywords initially, and into the gender, age, location after that.
There’s only going to be so much you can segment it by before losing the
effectiveness of the campaign.
What I mean by that is producing people you’re targeting.
Because it’s not like Ad Words, as much as the interface is not so much similar, but gives you kind of the same information.
You aren’t allowed to change the messaging on your campaign.
It’s just going to display what your App Store listing page looks like.
Hopefully this is useful.
Especially having a report with data in it, because you might not have
a report with data in it, but at least you’ll know what to be looking for when you run your own campaign.
If you get any questions, or you think I missed something out, or you
would like to see something, give me a shout.
See you next week.