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Search Ads: Add New Reporting & Localizations to Support Mobile Marketing

December 14th, 2018

Search Ads: Add New Reporting & Localizations to Support Mobile Marketing
Anh Nguyen

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

Apple Search Ads has added a new reporting feature that will make it even easier for developers to track their app’s performance for a wide array of metrics. In addition to the new reporting tools, it’s also expanding its availability to nine more territories, allowing developers to reach more users around the world with their Search Ads campaigns.

Reporting Tools

The new reporting tools for Search Ads allows developers to create custom reports, filtered and sorted by a number of categories. Developers can select reports based on any selection or combination of metrics and dimensions:

  • Time
  • App (for those with multiple apps)
  • Campaign
  • Ad Group
  • Keyword
  • Search Term
  • Creative Set

search ads reports Additionally, the Search Ads reports can provide information based on performance, so that developers can see if their campaigns are creating impressions but few conversions or determine their tap through rate. The performance categories are:

  • Conversions
  • Impressions
  • TTR (tap through rate)
  • CR (conversion rate)

Keep in mind that the conversion rate and conversions are different metrics. While conversions are the overall downloads (which may not include installs or first opens) the conversion rate is based on how many users you convert out of those who have seen the app. A poor conversion rate can indicate to Apple that an app is not properly converting users, which may result in it losing more keyword bids even with a higher CPA. These reporting tools provide greater insights into a Search Ads campaign’s performance, down to the individual keyword. With Creative Sets added as a dimension, following their addition to Search Ads earlier this year, developers can also see how their sets are performing individually. With those insights, they can determine if any are underperforming or which kinds of designs users are responding best to and optimize their creatives from there. Customizable, organizable insights can help determine any dimensions of a Search Ads campaign that are performing well or not. As such, the new customizable reports can provide performance metrics for every dimension and enable developers to optimize their campaigns with actionable information. It will be an essential tool for app developers looking to make the most of their Search Ads campaigns.

New Localizations

In July, Apple expanded Search Ads territories to include six new countries, including Japan, Germany and Spain. Now it’s adding nine new localization options, making it available in these languages:

  • Catalan
  • Croatian
  • Czech
  • Hindi
  • Hungarian
  • Polish
  • Romanian
  • Slovak
  • Ukrainian

These new localizations enable Search Ads to target millions of iOS users around the world. Developers will have more marketing opportunities for a wider range of users. This does mean that they’ll need to consider their marketing budgets and determine whether or not it’s prudent to invest in Search Ads in those new territories, as well as research keywords that perform well in the territories they target – localization is essential for ASO and Search Ads.

To Conclude

These new updates provide valuable insights and opportunities for app developers. The custom reporting tools provide new levels of analysis and insights into several dimensions and details of a Search Ads campaign’s performance, enabling greater optimization and helping developers fine-tune every detail of their campaign. With the addition of new localizations, developers can expand their Search Ads campaigns to new regions and new users. Localizing keywords, creatives and descriptions is essential for each region, so developers with apps available in those regions should update their App Store Optimization accordingly.

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