Apple SearchAds, What to Watch Out For When Matching | MTX61

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Hello. Welcome to this week’s video.

I’m gonna talk about Apple search ads and something that I’ve noted. May not universally be correct. Feel free to stick that in the comments and we can talk about it, share what we’re seeing.

What I’ve been very lucky to have is a client that allows me to be a broad match generic term. This has allowed me to roughly see how the app store match and algorithm works. For example, if you have a generic keyword, that generic keyword will match really, really well to a brand. I’m assuming that that generic keyword in it’s keyword group. Equally, brands will match very well to that generic keyword.

However, generic keyword doesn’t match to other generic phrases that are similar to it. What this means, using broad match trying to build big generic keyword pools not as useful as it could be. The matching algorithm doesn’t fully understand the relationship between different keywords. Kinda makes sense ’cause it’s app. It also means, if you only want to target the generic keywords, you’re gonna have to have a really, really big negative keyword pool built with brand terms.

That’s an observation I’ve made over the past couple of weeks. If you see anything different or you see the same thing, stick it in the comments below or tweet me @NickDuddy and figure out how this thing works.

That’s this week’s video. See you all next week.

Search and Mobile enthusiast, like to tinker in apps, machine learning, big data and currently Python.