Practitioner pattern · Dilip Reddy (Founder of Search Ads Optimization, a platform for managing and scaling Apple Search Ads)
Change bids each week based on the last 7-15 days, not on the season
Unknownapple-search-ads
What they did
Don't pre-adjust bids for seasonality. Check App Store Connect's last two years of organic traffic to know what to expect (search ads trends correlate), then review campaigns weekly and bid up or down per keyword or country ad group based on the past 7 or 15 days. Expect CPAs to rise around Thanksgiving/Black Friday in the US even for non-shopping apps; February to summer is a quieter, cheaper time to start testing ASA.
- Stage
- any
In their words
Sub Club by RevenueCat · Marketing Your App More Efficiently with Apple Search Ads — Dilip Reddy, Search Ads Optimization“we can just come back to App Store Connect and check last two years what's our trend, and we can expect similar um in Apple Search Ads. I'm not a big fan of changing bids by the seasonality”
“we can just react what we're seeing based on like past 15 days, or past 7 days.”
“And usually the best time period to test any new app is, I mean, if you're if someone is thinking of um trying out Apple Search Ads, is during February till summer.”
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