An app running Apple Ads · B2C · App Masters client
Run an Apple Ads Max Conversions campaign with a $2 target and $30 daily budget
Slightly beat the agency's Basic Plus campaigns for a big-spending client
Workedapple-search-ads
What they did
Create a Max Conversions campaign. Set the target cost per acquisition (e.g. $2) and a daily budget of 15x the target (~$30/day) instead of Apple's recommended 30x. Add an ad group with the four highest-traffic generic keywords; if there are none (e.g. dating), use the 4-5 biggest competitor brands (Tinder, Bumble, Hinge). Audience: 'Choose specific audiences' -> 'New customers' (only shows to people without the app; does not cut impressions). No age, gender or location targeting. Compared against App Masters' internal 'Basic Plus' campaign.
What happened
Max Conversions is doing slightly better than Basic Plus campaigns; works for most categories.
- Stage
- live apps spending on Apple Ads
- Effort
- Client spending $7K-$70K/month on Apple Ads
“So, if you have a $2 cost per acquisition goal, you need to set that up, and you're set the bid, and then you can do 15x, so that's about $30 a day.”
“Max Con, I'll say from now on, is doing just slightly better than the Basic Plus.”
“you just want to add four of the high-traffic keywords. If there's not generic keywords for your app, right, then find the popular four or five of the biggest publishers, right?”
“I like to pick new customers, so instead of reach all eligible, I'll put "Choose specific audiences" and I'll put "New customers."”
Related topics
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