Bid management is the process of setting and adjusting bids for online ads to achieve optimal ad placement while staying within budget. Automated bid management tools analyze factors like competition, keywords, and performance data, enabling advertisers to maximize return on investment (ROI) by adjusting bids dynamically.
Bid management in Apple Search Ads refers to setting and adjusting bids for ad groups, keywords, or ads to optimize performance and achieve specific campaign goals, like maintaining a particular cost per acquisition (CPA), cost per goal (CPA), return on ad spend (ROAS), and maximizing impression share.
In Apple Search Ads, bids are specified for the ad group and individual keyword or ad level. Ad groups have an assigned max CPT bid, which indicates the highest amount an advertiser can pay for a tap. However, this can be overridden by adjusting the bid on an individual keyword or ad variation level, which is done frequently to align bids with performance.
Bid management in Apple Search Ads operates through an auction system. Advertisers set their maximum CPT bids for specific keywords and ad groups. The platform then determines the ad rank based on bid amount and ad relevance. Depending on these factors, advertisers can enjoy varying impression shares for a specific keyword.
Bid management involves raising or decreasing bids depending on the performance of a keyword or an ad. Consequently, bids are increased in reply to good performance and lowered in case of underperformance, with frequency and at an incremental rate resulting from an implemented bidding strategy.
Bid management also requires additional steps in Apple Search Ads optimization, such as ad scheduling (displaying ads at a particular time of day) and budget optimization (displaying ads throughout the entire day).
Effective bid management is crucial for Apple Search Ads because it directly impacts ad performance and return on investment (ROI) or return on ad spend (ROAS). By optimizing bids for specific keywords and ad groups, advertisers can increase their ad visibility, drive more conversions, and achieve their target CPA, CPG or ROAS goals. Additionally, bid management allows advertisers to allocate their budget more efficiently, ensuring that their ad spend is aligned with their campaign goals.
The free SplitMetrics Acquire Starter Plan can automate bidding, making it entirely data-driven. Setting up automation requires providing a clear framework for the platform, which results in the bids being adjusted to specific CPA, CPG, or ROAS goals without error.
Bid management constitutes a significant portion of systematic Apple Search Ads management through weekly or more frequent health checks. Automation can significantly reduce the necessary work, leaving more space for data analysis or other aspects of Apple Search Ads optimization.
To better understand bid management and its components, please refer to the following articles:
