Hey everyone, welcome back to the channel. If you're new here, my name is Rahul. I'm a marketer from New Zealand and on this channel we talk about everything to do with paid ads and e-commerce. So as someone who's worked with a few mobile apps, a few SaaS tools, I noticed there's quite a big market when it comes to someone who's actually teaching how to run Apple search ads on YouTube.
So in this video I'm going to break down my full structure, what to look out for, budget allocation. as well as what keywords you should be searching for. Now, before we actually get into the ad account, I'll go through a brief structure. Kind of what I like to do before I set up the campaigns is kind of map out what the campaigns are going to look like. So we're going to have ideally four campaigns and this will be four campaigns per country.
These four campaigns will all be different. So the first one is an exact keyword campaign. This is going to be a campaign solely about an exact match to the keyword you give Apple.
So, for example, if my app is a yoga app, let's take it, for example, and I want to rank for the keyword yoga, I'll add that as an exact keyword. And Apple will start bidding on that exact keyword for yoga. And now the rest of the campaigns will be what we can call is discovery campaigns. And these are campaigns that are going to Apple's going to tell us different types of keywords we can ideally find and we can slowly move those into our exact.
keyword campaign so the first one is broad now this will be a copy paste of your exact keywords except we won't have the exact parameters anymore it'll just be broad and what we'll do is actually go ahead and exclude all the exact match keywords that are in here basically this is going to tell apple that we don't want to go after the same keywords that we're bidding in our exact campaign we want to find net new keywords and new customers in our broad campaign the next campaign after this is the search match campaign uh this is basically going to be um it's going to include no keywords at all the only thing you're going to do is toggle the search match option that's available when you set up the campaigns again we'll go through this shortly and then you'll exclude again the exact match keywords that is available in here and finally the last campaign again this is optional This will be a brand campaign and this is solely just bidding against yourself If you've got quite a big app or if you've got competitors that are quite big, whatever it may be You want to bread bid on yourself and make sure no one else kind of takes that opportunity To get your brand name ahead of you In this type of campaign you want to list your name in multiple different ways So for example, if the name of the app was yoga, you can try spell it in different ways and just make sure you're always coming first when it comes to bidding for that keyword. So now that we've gone through the setup and how we're planning to structure it, let's actually get into the ad account and look at how we can actually put this together. This is what it'll look like once we have actually landed in our Apple ad account. We're going to show up ideally on a page like this where it shows a basic UI, your app on the right-hand side and the name.
What we want to do is head over to the top left where it says Basic and change to Advance. Now this is going to take us to the advanced dashboard where we can actually set up our search ads. So once we've gone ahead and clicked create campaign, you want to click in here and search for your actual app that's associated to your account.
Now it will come up with multiple accounts that's, I mean sorry multiple apps that's associated to your account. Choose the right one that is associated to yours and between search results and search tab, now search tab is a new placement that's come out not long ago but we want to go with search results so in here we can go ahead and choose if you want to target in our case it will be united states and now it's going to show up with a bunch of options that you have to actually go through and fill out what we'll do now is actually go through and fill out everything that's available on the page so the campaign we're going to work on is the exact keyword campaign so Again, name structure can be whatever you want. In our case, we can do something like reach, which is our agency. Then we can go exact, and then we can go USA.
And you can always list out either the cities that you're currently targeting if you're doing specific targeting in USA, or you can just leave it broad and just leave it like this. I don't think Apple prefers that. So I think we'll do that.
Ash. And now the budget varies quite a lot. So we can have a daily budget of $1,000. Now, with Apple in particular, what I've noticed is that it doesn't actually go ahead and spend the full $1,000. This could be dependent on keywords again, but we've had instances where we've had a daily budget of $3,000 and Apple ads will go ahead and spend.
You know, maybe... a hundred dollars two hundred dollars three hundred dollars if we're lucky so again what i would do with this is maybe start off smaller and if you don't see any spend at all um take a look at your keywords again and take a look at your cost per tap um which should be down here and see if you can play around with the cost per tap and also the daily budget um maybe you can slowly increase this out if your cost per tap is already quite high but for the purpose of this video we'll stick to something like a hundred dollars a day you can change the start date or end date what if you're having a fixed campaign you can go ahead and add those parameters in here but for this video I'm going to leave it quite open and head on down here what we're going to do with the ad group setting is just call it broad us and now now the max cost per tap is something that you can play around with Again, like I mentioned before, you want to consider what it is on other platforms and maybe try go for a similar bid or lower. This is a good suggested cost per tap by Apple.
It's very surprising. Usually they'd suggest something like $4 for cost per tap, which is quite expensive. But you know, for some apps that can get to that.
to that level if it's quite a competitive industry um also competitive niche so for this example we'll go with the ideal cost per tap a rule i like to go with is maybe if it's a cost per tap or a cost per install or a cost per click ideally on facebook off maybe two dollars i'll try aim for at least half of that on apple um so try go for a dollar or less in this case we'll go for 70 cents CPA goal is ideally what your cost per install is going to be. You can add an optional CPA goal. Apple will try to optimize for it, but it's not something I would recommend at the start. And now we've got search match here. This is something we have to turn off because we're going to leave this turned on when we actually set up our search match campaign.
So for this, we'll leave it off and scroll down towards our keyword group. And in here. we actually also have the option to add negative keywords and again this is something that we're not doing in our exact keyword campaign we're going to actually do this in our discovery campaigns because we're going to want to exclude everything that we're adding in here in our exact keyword so if we go ahead in here and actually look at some options we can actually if it's a different type of app we can go for uh football let's say oh sorry we'll go ahead with our original example which was yoga so the popularity shows how frequently people actually search this keyword so you can actually add these keywords in here and what you want to make sure is the match type is actually broad so make sure it's not showing make sure sorry it is showing exact because it is an exact campaign so change all of these to exact and you can also alter the cost per tap uh the bid for each one for the moment we're going to leave it at the default of 70 cents and yeah you can go ahead and add more keywords that's more tailored around um i guess the keyword research you do prior to coming into this ad account once you've gone ahead and actually added all these keywords um our next step would now be to go ahead and move on to uh the audience section of this and um With Apple, you can actually go ahead and target different mobile types, but I would recommend leaving it on iPhone. In our case here, it's already grayed out to iPhone only. And for customer types, it usually is selected as all users.
I've changed it to new users. And in this video only, I'll be focusing on new users only. If you want to do some types of retargeting, you can go ahead and click on returning users or users of my other apps. Again.
This option here would be more if you've got multiple apps connected to that one particular account that's shown here. And if we go to demographics, if your audience is more dependent on females, so you can actually target females only and an age range as well, which is great. And again, like I was mentioning at the start, if you have certain areas or states in USA that you want to target or you've got.
You know, maybe you're doing a beta testing in California only. This would be a perfect time to target California only in this location setting here. With that in mind, you need to make sure that the location is big enough for you to target.
So if you have an allocation of California, you're ideally going to have to increase your budget or cost per tap. And your learnings might run out much quicker just because the location is much smaller. Ad scheduling, again, you can do this.
You can launch ads depending on the day you want it to. You can also make sure it runs in particular times of the day. So if you notice users are more active from 5 p.m.
onwards, you can go ahead and schedule that. for your ads to run during that time. And now the ad creative itself. So this is where you can actually do some cool A-B testing. You can also test out the types of text as well, which is quite cool.
Apple have just released the custom option where you can create a custom product page in a separate UI to this actually. And what that custom product page is is basically testing different types of screenshots as shown here. you can go ahead and um test out maybe different types of creators for the first one or two screenshots or test out the text in the creative that's some you know more opportunities that apple are trying to provide users and marketers um again i'll most likely have to blur out all of this because um it's got some client details on it and we're not allowed to quite share it just yet so we're going to be blurring out this for this video and once you've done that you can go ahead and create your campaign and it will go live within the next two to three hours.
So that's actually going to be all for this series. What I'm going to be doing is breaking down those other three campaigns I discussed, which are discovery campaigns. And I'll talk about those in the next part of this three-part series. I'll also discuss how to scale campaigns and how to actually reduce the cost per install. Again, if you guys are new here, please subscribe and I'll see you guys next time.