Cost per tap (CPT) is a pricing model used in Apple Search Ads and a metric encapsulating the cost of a single tap on an ad. In Apple Search Ads, advertisers pay only for taps on an ad, regardless of impressions. Setting the desired amount to be spent is the primary method of managing and optimizing Apple Search Ads campaigns.
Apple Search Ads utilizes the second-price auction type to determine the amount an advertiser should pay for a tap. Advertisers specify the maximum amount they’re willing to pay for a tap to increase the likelihood of their ad appearing, thus increasing an ad’s impression share.
The parameter used to control cost per tap (CPT) is the max CPT bid, which is set at the ad group and individual ad or keyword levels.
The default max CPT bid is a suggestion by Apple Search Ads on what the tap might cost. It’s based on the platform’s analysis of an app and the max CPT set by bid advertisers with similar apps.
Typically, cost per tap (CPT) is set on an ad group level but will be overridden by keyword and ad settings during optimization.
Cost per tap (CPT) optimization is crucial to Apple Search bidding optimization to control spend and goal delivery. It should be a data-driven process with a clear framework. The free SplitMetrics Acquire Starter Plan allows it to be fully automated with accessible templates for automation rules.
An advertiser can change bids automatically when needed, as frequently as necessary, when precise conditions are met. With an average beginner in Apple Search Ads monitoring over a hundred keywords, automation helps reduce workload and enables transparent, predictable actions for better results.
