How to Calculate ROAS and Other Key Mobile Advertising Metrics

Metrics in Apple Search Ads

Cost-per-tap is an Apple Search Ads advertising model where you pay for every tap on your banner. The trick about CPT is that you don’t earn from the tap itself. You earn from what happens after.

After users tap on your ad, they find themselves on an app store product page, then (if things shape up well) they download, install and open your app. Only upon these actions users may make an in-app purchase, buy a subscription or view native ads.
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ASO checklist

Improve your ASO with the World's Most Ultimatest App Store Optimization Guide!

How to Run Apple Search Ads Discovery Campaigns?

apple search ads discovery campaigns

There’s an enormous ocean of keywords out there, and chances are that you miss some valuable fish. But what is the reason to catch it?

If you are not in the habit of revising your list of keywords from time to time, you bring your Apple Search Ads account to a standstill. And that means you definitely generate less revenue than you could. Because you know how it all works: more relevant keywords added result in more relevant traffic; more relevant traffic means more potential conversions, and conversions eventually bring in revenue.   

This is the rationale behind keyword expansion. There are different approaches that user acquisitions managers adopt to search and add extra relevant keywords. Here, we’ll dwell on the most straightforward one – building discovery campaigns.
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The Ultimate Guide to App Keyword Optimization: Research, Tactics, Tools and Tips

app keyword optimization main appradar splitmetrics

Wondering what is the best way of growing app installs if your ads budget is limited?

You need to find cheap user acquisition channels and methods of getting your application to the customer. How to achieve this? Well, go to where your customers are!

According to Apple, organic app store search initiates 65% of all downloads on the average. People tend to go directly to the App Store or Google Play for finding an application they need, and keyword optimization is what makes an app visible to this audience. 

Since app store keyword optimization influences both installs and revenue (organic users are more likely to become paid), the growing number of organic app installs leads to higher ROI.

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Key App Store Optimization Techniques: How to Get Profitable Users Cheaply

app store optimization techniques anthony splitmetrics

Many quality apps fail to gain traction, trigger downloads, and generate returns in rapidly changing app store environment. Anthony Hurtado realized it thanks to his experience in leading BizDev for Latin America’s largest mobile gaming company and launching a mobile ad network.

So, he decided to help app publishers get the right app store users and convert more downloads to dollars via Mobile Yield Strategies. We managed to talk to Anthony about app store optimization (ASO) and mobile marketing tips.

SplitMetrics: Hi Anthony, thanks for your time. It is always great to have an ASO expert sharing his insights. Let’s start with a warm-up question – What is ASO?

Anthony Hurtado: ASO is any organic and non-paid effort that leads to app downloads and higher ranking in app stores.
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