On the podcast: The impact of Apple Search Ads on organic search, how to save money on brand defense, and why ROAS shouldn’t be the only thing you optimize for.

Key Takeaways:

📊 Optimizing brand keyword bids can protect traffic and reduce costs
Running ads on brand keywords helps protect your traffic from competitors. By experimenting with lower bids, you can often maintain visibility while reducing costs, ensuring that you capture valuable traffic efficiently.

💸 Long-term ROAS is key for subscription app growth
Subscription apps should focus on the lifetime value (LTV) of users rather than just immediate ROAS. A campaign that breaks even over 365 days, rather than in the first week, can still be highly profitable if it contributes to stacking valuable subscriber cohorts that generate long-term revenue.

🔄 Broad match keywords can uncover valuable, unexpected search terms
Using broad match in Apple Search Ads can help discover new, high-intent keywords that might not have been initially considered. Regularly reviewing search term reports allows you to identify and capitalize on these hidden opportunities, expanding your app’s reach effectively.

🌍 Emerging markets offer untapped Apple Search Ads potential
As Apple expands its App Store presence in new regions, testing campaigns in countries like Brazil can lead to unexpected gains. Often, these markets have less competition and lower CPAs, making them fertile ground for scaling your app’s user base efficiently.

🛠️ Custom product pages can enhance campaign performance by targeting specific user segments
Leveraging custom product pages in Apple Search Ads allows you to tailor the App Store experience to specific keywords or user segments. This strategy can improve conversion rates by aligning the app's messaging and visuals with the search intent, making it especially useful during seasonal promotions or for targeting niche audiences.

About Guest

👨‍💻 Data engineer and founder of Search Ads Optimization.

📢 Dilip helps app developers and marketers optimize their Apple Search Ads campaigns and increase their ROI using data-driven insights and automation.

👋 LinkedIn

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• RevenueCat
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Episode Highlights

[5:35] Everybody’s changing: Trends for Apple Search Ads in 2024.

[11:09] Running (brand) defense: Experimenting with lower bids to save money while maintaining the level of impressions you want.

[19:16] Widening the search: How to leverage exact match and broad match keywords in Apple Search Ads.

[29:46] ‘Tis the season: How different times of year and holidays can affect CPA and ROI for Apple Search Ads campaigns.

[35:05] Playing the long game: Why subscription app developers should think about long-term — not short-term — return on ad spend (ROAS).

[48:16] Tipping the scales: How to scale Apple Search Ads.

[55:11] Custom-fit: How to implement custom product pages in your Apple Search Ads strategy.