Apple Search Ads Strategy Overview

🎤 Speaker: Hamilton Radcliffe, General Manager of Search Ads Maven at Kaba.

📈 Company Background: Kaba, founded in **2011**, is a measurement company working with major brands. They offer a suite of products including:

• MMP: Mobile Measurement Platform
• MMM: Always-on Incremental Measurement (AIM)

💡 Key Metrics: Customers implementing recommendations have seen:

• 115% sales growth
• 38% year-over-year RAZ growth
• 29% decrease in CPA

🔍 Search Ads Maven: Connects Apple Search Ads data with MMP for powerful automations, leading to:

• Double-digit percentage increase in ROAS
• Reduction in spending and CPA

Apple Search Ads Strategies

🏁 Common Strategies: Users fall into three categories:

1. Win Every Impression: High bids lead to 100% impression share but can be costly.
2. Fixed Budget: Budget runs out midday, leading to lost brand protection.
3. No Brand Spend: Some believe brand spending is non-incremental.

📊 Category Insights:

• For those wanting to win every impression, consider targeting CPA and share of voice.
• For fixed budgets, lowering bids can extend brand protection throughout the day.
• For no brand spend, a low bid can still apply pressure on competitors.

Case Studies

🍔 Quick Serve Restaurant: Implemented late day winning and strategic losing, resulting in:

• 77% reduction in CPA
• 65% increase in installs

📱 Mood Tracking App: Used strategic losing to apply pressure on competitors, resulting in:

• Average daily spend of **$166**
• Average daily installs of **7**
• Low CPA around **$0.25**

Final Thoughts

🤝 Engagement: Hamilton invites questions and discussions about Apple Search Ads strategies. Connect via LinkedIn or WhatsApp for further inquiries.