Why You Need to Protect Your Brand on the App Store with Apple Search Ads

brand defense on the app store with ASA

Some publishers say that they already have a strong brand and rank high, maybe even number one, in the App Store organic search results. They have a lot of organic installs. They also say that if they run Apple Search Ads campaigns with the branded keywords, they’d just waste money on the installs they could get without spending a dime. But this channel is full of opportunities, and these opportunities you may use including for brand defense have always outweighed its shortcomings, and we already covered this topic in 2018.

But things have changed since then. So what exactly has changed, how does this change affect the way users see your ads on the App Store and do we have the same response to the question “should I run Apple Search Ads for branded keywords” today? Find the answers below.

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ASO Starter Pack

New to the SplitMetrics blog? Check out this post to equip yourself with insights into mobile marketing.

NEW: Labels & Bid Insights in SearchAdsHQ, iOS 14 Redesign in SplitMetrics

product updates_SAHQ & SplitMetrics

In this article, we are going to look back at three previous months and give you a quick recap of the features rolled out in the two products that we offer – SearchAdsHQ, platform for Apple Search Ads automation and optimization, and SplitMetrics, A/B testing platform. 

From September to December, we released big features and minor upgrades improving user experience. Below is the roundup of the most significant features, which you can explore by product using the navigation above.
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App Growth Experts Take on the Post-IDFA World

App Growth Panel on the post-IDFA change

As you might already know, Apple is introducing the App Tracking Transparency (ATT) framework and starting from iOS 14, mobile publishers, namely advertisers won’t be able to target users unless they explicitly consent. iOS 14 is already there, but IDFA deprecation was delayed and should be enforced in early 2021.

We’ve held an AppGrowth Panel #1 where the leading app industry experts – Thomas Petit, Andrea Raggi, Johannes von Cramon and Ryan Goeden – shared their thoughts and valuable advice on the topic. Read this post to learn what some of the most talented, competent and knowledgeable guys in the app industry think of the IDFA deprecation and what strategies they recommend in order to adjust to a new app marketing reality.
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Apple Search Ads & SearchAdsHQ Amid IDFA Deprecation: What Has Changed?

IDFA deprecation_Apple Search Ads

Apple’s IDFA deprecation is altering the ecosystem. Although the changes haven’t been implemented yet, mobile measurement partners, ad platforms and third-party mobile app marketing tools are taking steps to adapt themselves to the new reality.

This is a list of frequently asked questions that might arise on Apple Search Ads, tracking and SearchAdsHQ (by SplitMetrics) amid the upcoming Apple’s changes to IDFA. The FAQ will be updated as new information on the changes comes in. 

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Must-have certificates for UA managers

user acquisition certificates

Today’s mobile user acquisition managers outdo Julius Caesar in the number and variety of tasks they are performing day by day. They are inundated with tons of data, multiple tools and ways to get new users through campaigns that generate millions of downloads for apps and mobile game titles played around the world.

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Apple Search Ads: Best Practices and Views of Experts on This Channel

Although Apple launched an ad platform a few years ago, mobile publishers and app marketers are still struggling to optimize Apple Search Ads, find best practices and make the most of this channel.

In case you are also looking for effective ways to use Apple Search Ads, seeking to fit it into your user acquisition and performance marketing strategy, we’ve brought together what app industry experts think of this channel, cannibalization and incrementality, optimization and scaling, along with valuable insights and actionable tips they shared during App Growth Talks.
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App Growth Talks: Steve P. Young

Steve P. Young

This is the fifth episode of App Growth Talks, a series of interviews with ASO, user acquisition and app growth experts. Today’s special guest is Steve P. Young, a prominent expert on app store optimization, user acquisition and mobile marketing. Steve is a Founder and CEO at App Masters, an app marketing agency.

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Mobile Marketing Trends for late 2020, early 2021

Mobile App Trends 2020-2021

The pandemic of COVID-19 has had a tremendous effect not only on millions of people across the globe, but also on the world economy, online and offline businesses. Mobile app industry has also been affected: the balance of power in this highly-competitive market has shifted, and the industry continues its transformation.

While the coronavirus has led apps from some categories to stagnation, other apps, on the contrary, are experiencing a phenomenal growth. At the same time, innovations and new trends are emerging allowing the latter ones to push the envelope and the former ones – beat the odds in the fight.

We have carried out research, talked to mobile industry experts and brought together the most noticeable mobile app trends that publishers should bear in mind in order to adjust to a new reality.
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The Impact of COVID-19 on Apple Search Ads in Q1-Q2 2020

The impact of COVID-19 on Apple Search Ads 2020

The world keeps fighting against the pandemic and dealing with its consequences. In some countries, the pandemic appears to have peaked, while others are still struggling. Despite the fact that the economies of almost all countries have been affected and industries are trying to adjust to the new reality, some categories in the app industry are experiencing unprecedented growth.

New market conditions have forced mobile app companies to adjust their user acquisition strategies. To understand the changes brought about by coronavirus, SearchAdsHQ made research on the impact of COVID-19 on Apple Search Ads. 

The report covers Apple Search Ads trends in Q1-Q2 2020 based on the sample of our customer data. We have analyzed 558M impressions and 21.2M downloads in 60 countries and regions and focused on 18 of them.
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App Growth Talks: Andrea Raggi

Andrea Raggi

This is the fourth episode of App Growth Talks, a series of interviews with ASO, Apple Search Ads, mobile analytics and growth experts. Today’s special guest is Andrea Raggi, a prominent expert on mobile performance marketing, user acquisition, in particular Apple Search Ads, and Store Ads Team Lead at Phiture, Mobile Growth Consultancy based in Berlin.
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