Apple Search Ads Best Practice: Keywords Strategy – Part 1
Do Not blindly Choose the Recommended Keywords
Recommended Keywords: the keywords that recommended by Apple Search Ads platform
Self-selected Keywords: the keywords list that collected or generated by yourself.
As a technology company that’s advocating user experience at most, Apple not only creates the most user-friendly products, but also performs appropriate in their services. As Apple’s future advertising business core, Apple Search Ads will inevitably embark on the road that focus on the user experience.
Different from Baidu, one of the biggest Ads Platform in China, Apple Search Ads doesn’t just pay close attention to money, but rather to prioritize relevance. Regardless of other factors, the higher the relevance an ad is, the better the delivery effect it will be.
Apple is using the industry’s prestigious intelligent algorithm which recommends the most relevant keywords for ad users. This makes the recommended keywords gaining more advantages naturally. ASMBEE also found that the recommended keywords impressions are indeed relatively higher for real campaigns, from the huge data of our Ads groups.
Keywords is the bridge that links the products and users, it is the core of the entire process. Many CPs rely on recommended keywords blindly, especially the newbies.
However, the effect is good means that it is highly competitive, the other competitors also want to bid these words. In a highly competitive situation, CPs will continue to raise the bid price to seize these keywords, which may lead to CPA soar constantly. The cost of recommended keywords is very high, or even result in vicious competition.
What’s more, ASMBEE remind all CPs that, Apple Search Ads is only put on line in the North America, do not choose the recommended keywords in other language except English, it will not generate positive data as you expected.
The Pros and Cons Of the Recommended Keywords
Considering the importance of keywords in App Store Search Marketing (ASM), CPs will take the recommended keywords into account in the first place. It is necessary for Ads Users to understand natural advantages of recommended keywords.
ASMBEE has sum up three main features of the recommended keywords:
All the recommended keywords that apple provide are around the brand name, characteristics of brand keywords or common keywords of industry.
It is very close to the characteristics of the product, which is the important feature of the recommended keywords.
The popularity of the keywords is also known as Priority, that is, high search volume keywords. The more likely a keyword is to be searched by the user, the more likely it is for Apple to recommend.
This feature is a deeper interpretation of the prevalence. The popularity of a keyword will not always be high, when a hot keyword is not so “hot”, Apple will recommend new hot keywords based on the actual situation.
The advantage of the recommended keywords is the relevance, which is a black box concept as the core point. It will recommend the most relevant keywords for ad users, the effect is good. For now, Apple recommended keyword limit of only 50, follow the law: the higher the product heat, the more keywords they recommended.
At present, the classification of the product heat is still hard to know, only can be summed up from the practice. By comparing the hundreds of different heat products, ASMBEE found the number of recommended keywords basically follow the following criteria:
An ad group in Appstore Search Marketing (ASM) can add up to 1000 keywords. 50 recommended keywords are too few and one-sided, there are many keywords that is large searched are not recommended.