Practitioner pattern · Dilip Reddy (Founder of Search Ads Optimization, a platform for managing and scaling Apple Search Ads)
Keep ad results for your app's name separate from all other keywords
Unknownanalytics-attributionapple-search-ads
What they did
Brand keywords have the highest ROAS because other channels already drove the user to the App Store. Treat brand as its own entity: never compare it with generic, competitor or broad match keywords, and don't mix its data into the overall Apple Search Ads numbers. Be skeptical of case studies that don't say whether ROAS is brand or generic.
- Stage
- any
In their words
Sub Club by RevenueCat · Marketing Your App More Efficiently with Apple Search Ads — Dilip Reddy, Search Ads Optimization“one thing I notice is a lot of case studies don't mention if it's generic or brand, because brand usually has highest ROAS of any kind”
“I'll treat it as two different things. I do not even mix up the data as a an entire like Apple Search Ads strategy.”
Related topics
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