Apple Search Ads Tutorial (2021)

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In this Apple Search Ads Tutorial, I’m going to show you how to set up your Apple Search Ads Advanced and how to trick the algorithm to get the lowest possible price and lots of cheap installs for your app.
The App Store Search Ads Advanced will ask you to bid on a tap (CPT - cost per tap) and bid on an install (CPI - cost per install). The app search ads work like an auction. The app that is willing to pay the most per install, will win and get the placement.
For example, if someone types in the keyword “lose weight” and you’re bidding $0.5 CPI, but another company is bidding $0.6 CPI, the other app will be displayed in the search results page.
In the Apple Search Ads Advanced settings, you can trick the algorithm by offering high CPT, but low CPI. At first, this doesn’t make sense. You would normally offer higher CPI than CPT. Meaning that you would be willing to pay more for someone to install your app, rather than just tap on the ad when it’s displayed. By offering higher CPT and lower CPI, you confuse the apple search ads cost structure. This is a bug and it hasn’t been fixed yet.
Search ads are the simplest and (probably) the cheapest advertising you can get. I always recommend people to start with Apple Search Ads, if they want to get more install for their app through advertising.
#applesearchads #ASO #applesearchadstutorial

[@oscarzhou5614]

Love your video, great sharing!

[@discerningacumen]

Hi, I have a important question: Can I use another credit card based in another country for the search ad? (this is a different country to which the apple id for iTunesConnect is bound) I used to use only the card which is issued in the country. I have several Apple IDs which are from all different countries.

[@aaazzi]

I recommend single keyword ad groups , or at least VERY close

[@stefaniyaivanova4885]

Hey, do you know what role do you need to have in apple store connect to be able to set search ads? Is it Group Manager or you have to be an admin? And I have another question, do you know what's the difference if you set an app campaign for ios on google ads compared to setting one with apple search? Thank a lot in advance. Great content!

[@DariusMora]

Hmm I'm not 100% sure but I think you can just have Group Manager permission. There is obvisouly a price difference between Search Ads and UAC (Google) campaigns. The traffic will also be different but it depends on every app individually. I can't say one is better than the other.

[@HarisStratigis]

hi Darius and thanks for the helpful video. I will soon start using search ads for my first app. Just a question my side. In your hack example with the 4$ CPT and 0.5$ CPA max bids, does this mean that if for example someone taps my ad but then for whatever reason he decides not to download, will I be charged with (max) 4$? Is my understanding correct? Thanks

[@DariusMora]

Hey Charis, great question. That’s your max bid for CPT. It doesn’t mean that the actual cost will be $4. You’re just saying that you’re willing to pay up to $4 so the CPT might be $0.7 for example. Depends on many variables. Most importantly, set a daily cap you’re comfortably with. When you’re starting out you’ll be testing and you want to make sure you don’t waste money in this phase. Good luck Charis!

[@lindsayhengehold5341]

Love Apple Search Adds!

[@DariusMora]

🚀

[@slmv9729]

thank you very much bro

[@DariusMora]

You’re very welcome my man

[@jaeyungkim6716]

Hi Darius! thank you for the great content just one question though so if I set up CPT $0.6 and CPA $2.0 and the user actually downloads my app, will I spend $2.0 for the download or $2.6 for the download ($2 + $0.6)? Thank you!

[@DariusMora]

Hey Jae, no it’s an auction. Your CPA is the highest amount you’re possibly willing to pay. But if there isn’t competition for a keyword, you might be charged only $0.8 per download for example.

[@Nino_from_Vienna]

would you recommend for an app that is in the store worldwide to also play out the ads worldwide, or in the 7 countries I know of where it is mainly downloaded, thank you! regards

[@DariusMora]

Unless you have a very big business (six figure MRR) I’d only focus on 1-2 countries that bring the revenue. Hyper focus on the market that brings cash. Once you tap out the entire market potential, move on to another country

[@raeexume7344]

Hey Great video! I'm getting ready to set mine up. Do you know if the hack still works?

[@DariusMora]

Sometimes, not always. Still worth a try

[@Fighting-Irish]

Hi Darius, I think this hack is still working. For me I'm getting far less impressions than a regular campaign but the CPA is very low... my question now is how do we scale this up? Thanks!

[@DariusMora]

It doesn’t work well at big scale

[@nandygirlll]

Is there any way to have someone else set these up for you without giving them your apple logins? Kinda like on Facebook?

[@DariusMora]

Yes you can create permissions for agencies for example, just like in fb ads. This article explains more - searchads.apple.com/help/advanced/0010-structure-your-account/

[@katarinalotric4053]

Thanks for sharing this! I have one question. Let's see if i get this right. :) Your CPT is $4, and your CPI is $0,5. So when someone taps and doesn't DL you still pay the high bid for them, but when they do DL, you pay $0,5? Cheers!

[@DariusMora]

Good question. It’s an auction. You might set your CPT at $4 but the actual price will be much lower. The high CPT just ensures you outbid everyone else

[@katarinalotric4053]

@@DariusMora Ah, OK! Yes, sure, makes perfect sense. Thanks, Darius.

[@osmanjr20]

Hi Darius, I have been using Apple Search Ads for almost a week now. I have created multiple different campaigns, and I haven't had any impressions. I have tried bidding higher (100€ per tap) and targeting less popular keywords, but still didn't get any impressions. I'm just trying to figure out the reason for this. Any feedback would be greatly appreciated.

[@DariusMora]

Hey man, that’s a super high bid, you should be getting impressions at 1% of that 😂 I guess the reason is that it’s a brand new account and it takes a while for Apple to start running your ads. Wait another week and write me another comment if nothing changes and we can figure it out. It’s common for new accounts to be delayed a bit. I assume that none of the budget has been spent so far, correct?

[@osmanjr20]

​@@DariusMora Yes, It is a new account and I think it is a delay from Apple's side. I have however seen my ad running (after refreshing the search tab like 50 times). And about 0.30€ has been spent so far, for all the campaigns.

[@DariusMora]

Okay that’s a good sign, means the campaign is slowly starting to pick up. Make sure you set a daily cap so you don’t spend too much money without knowing your CPI

[@tiberiustreppner9810]

Hey, is it possible to came with Apple Search Downloads into the App Charts?

[@DariusMora]

Hey Tiberius, I'm not sure I understand the question

[@tiberiustreppner9810]

@@DariusMora i mean, does the downloads from apple search counts for the Algorithm like normal downloads? For Example if you spend 5000 for Apple search Ads.Can you come with those downloads into the App charts?

[@DariusMora]

Yes absolutely, paying for Search Ads can help you rank for keyword and improve your overall rank, for example in the App Charts. It can also help you get featured as App of the Day for example because Apple will see you have a lot of traffic

[@muhammadzahid1761]

Is that Apple Search Ads account will create freely or not. This option does not show on my account when I create the campaign. I

[@DariusMora]

Not sure I understand the question

[@patrickennis5825]

Great stuff! is your hack still working?

[@DariusMora]

Hey Patrick, yeah last time I checked it was still working :)

[@David66Peterson]

@@DariusMora Hey Darius! Thanks for this! Gave a thumbs up and subscribed! Is this still working? :D

[@wokwithjosh1473]

For basic, does apple deduct from the commission directly?

[@DariusMora]

you're paying Apple to advertise and then if your users buy your app, you'll pay 15% - 30% commission on that sale.

[@wokwithjosh1473]

@@DariusMora What i mean is if my app makes $3.50 after commission and I set $3 for basic, do I get $0.50 directly or will they deduct $3 then pay me back $3.5?

[@DariusMora]

@@wokwithjosh1473 You pay for the ads up front so they will deduct $3 and then pay you $3.5

[@carlaccamacho3651]

Do i have to be a Business to have an apple search ads Account?

[@DariusMora]

no, you can advertise as an individual

[@haliskara2879]

i dont see create campain on my advanced apple search ads page i am currently running basic search ads why i cant see?

[@DariusMora]

Hi Halis, have you tried Googling "Advanced Search Ads" and logging in through the page?

[@abdelhafidachtaou2940]

Guess what!!!! I'm actually doing this always haha! i always put high cost for the CPT and low cost for CPA, just because i thought CPT is (CPI) and (CPA) doesn't matter so! That's why ... And yeah i always get results with lower cost than i gave to them, that's so funny dude when i watched this video.

[@DariusMora]

haha nice, I'm glad it's working for you.

[@Annon739]

My search ads doesn't start it shows status running, but I get 0 impressions it's been 12 hours already what should I do?

[@DariusMora]

It can take longer than 12 hours

[@IskanderRakhman]

I'm not sure if anyone asked this already. Is the hack you mentioned in the video still working?

[@DariusMora]

Sometimes it works, sometimes it doesn't. You can try it without wasting any money. If it doesn't work, the ads just won't spend money.

[@IskanderRakhman]

@@DariusMora Thank you!

[@adamshiri1]

Hack still relevant? thanks a lot!

[@DariusMora]

Yup, still works

[@IlIlIlIIIlIll]

@@DariusMora Can I ask, if a user does not install after tapping does that count as a "Tap" using that strategy - so for that one user you lose $4 CPT - if they don't install? (Still a good "hac", just asking?)

[@DariusMora]

@@IlIlIlIIIlIll you're not gonna be charged $4 for the tap. That's just the bid you're offering but you're not actually changed that much. Net, it works out ROI positive.

[@IlIlIlIIIlIll]

@@DariusMora Thanks for the fast reply, will try it out in my next campaign :)

[@AkashSkylyn]

@@DariusMora Then whats the point of bidding if they don't charge us? Or do you mean that they charge us both the charges only if the CPI is higher than the CPT?

[@tmiskiew]

Thanks for the video. I tried both basic and advanced. I used a four-digit budget and not a single impression, not to mentions tap or install! What the heck am I missing? Wrote to Apple and they say the got no technical issues. Who can help?

[@DariusMora]

That's strange, basic should definitely work without any set-up. What's the app? The whole Search Ads product is pretty buggy to be honest. Are you the owner of the app? I'm asking because it could have something to do with permissions

[@tmiskiew]

@@DariusMora Remote for Zoom Meetings. I set up a 5,000 budget and 2.5 CPT. After 24h not a single impression! Apple Search Ads support. Maybe this, maybe that. No real help of willingness to troubleshoot. You can tell they take a salary fully decoupled from the performance. I'm getting the Todd Teresi the VP of Advertising involved. Sick and tired or incompetence.

[@DariusMora]

@@tmiskiew Some of the verticals are very competitive, but 2.5 CPT should definitely do it. Try setting a small budget of $100 and a really high CPT, maybe $5 - $10, just to see if you can get the wheels spinning and optimize afterward.

[@tmiskiew]

@@DariusMora I'm bidding $15 per click at the moment. Literally ZERO impressions.

[@tmiskiew]

@@DariusMora Would you mind to join me in a webex or zoom and have a look with me. Maybe I'm just to dumb. Only if basic didn't even work what could possible be wrong except for something being broken? Maybe my product violates some guidelines or rule. I'd the Apple Search Ad support to tell but they're as clueless as one can be!

[@siroandrearoncadin3028]

is the trick still working? :)

[@DariusMora]

last time I checked, yes

[@Nana84886]

is it still working?

[@DariusMora]

In some cases, yups

[@BrutalStrike2]

Still works :D?

[@DariusMora]

Sometimes, yea

[@klemenvrhovec1644]

does the bug still work?

[@DariusMora]

Sometimes yes

[@klemenvrhovec1644]

@@DariusMora Thanks for quick response and for great video. I am setting up my first Apple Search Campaign. Hope it will be successful.

[@DariusMora]

Good luck Klemen

[@lukabursic673]

Is your hack still working lol. Imma do it today if it still does

[@DariusMora]

Still working in some cases

[@user-xu4gt4fh3z]

does the hack still works in 2023?

[@DariusMora]

Sometimes, yes

[@user-xj3ed3xn2z]

Hey Darius, Is this hack still working? I've tried it with a CPT of $3.21 and a CPA of $0.51 but within the last 24 hours of starting the campaign, I didn't get one impression... Is the hack still working? Apple might have found out and fixed it, hahaha...

[@DariusMora]

Works sometimes, not always.

[@abhishekrprasad]

I think it is not a hack, that is how all bidding algorithms work! You never pay the amount you fed in but slightly higher than the highest bidder after you :) That is why your hack does not always work!

[@DariusMora]

Not sure if you watched the full video. The "hack" part is in offering super high CPT and low CPA, as opposed to the other way around as it's normally done.

[@renjason3050]

@@DariusMora i am really curious about how this could work because Apple charges you based on CPT not on CPA, right?

[@esakhan2239]

Dude you seriously need to stop swallowing your spit every few seconds lol! 😆 Great video btw!

[@DariusMora]

haha okay, I'll do my best