The Keyword Auction Insights tool provides data to enhance your app's keyword strategy and a deep dive into your competitors' paid marketing efforts. It offers you a strategic edge by revealing the keywords they're targeting and their share of ad impressions. With this knowledge, you can fine-tune your bids, discover untapped opportunities, and enhance the performance of your campaigns. Let’s take a closer look at the tool and how you can utilize it!
Features of Keyword Auction Insights
Keyword Auction Insights has 4 tabs that will help you conduct a deep-dive analysis of your competitors: Search by App, Search by Keyword, Top Advertisers, and Keyword Gap.
Now, let’s see how each of these tools works and how you can get the most out of them.
Search by App: Lets you analyze the keyword strategies of specific apps to understand their approach to Apple Search Ads.
Search by Keyword: Helps with finding out which apps are bidding on the keywords that matter to you and see how competitive these keywords are.
Top Advertisers: Lets you identify which competitors are dominating the ad space and learn from their strategies to improve your positioning.
Keyword Gap: Enables you to discover the keywords your competitors are using that you aren't and consider whether these could benefit your campaign.
Each section is designed to provide targeted insights that help you optimize your mobile app marketing strategy and gain a competitive advantage in the marketplace.
Keyword Auction Insights provides the following metrics;
How to use Keyword Auction Insights
Keyword Auction Insights is easy to use. Let's take a tour of the tool by visiting each feature and walking through each step.
Search by App
1. Open the Keyword Auction Insights tool on SearchAds.com.
2. Select the country and date.
3. Click the plus sign to add competitors next to your own app for a more targeted analysis.
4. On the right side of your screen, view the total number of paid keywords, active countries, and Search Ads Visibility Score for the selected app.
5. Browse the list of paid keywords, which shows the impression share of the selected app, the impression share of other apps receiving, organic rank, popularity score, and the total number of apps listed organically for that keyword.
6. Click the plus icon next to the desired keywords to add them to your campaigns and start running ads. To run ads on these keywords, click the "Run Ads" button, select a campaign and ad group, choose the match type, and set the bid amounts, and the keywords will be added directly to your campaigns.
Search by Keyword
1. Like the Select by App tab, you can start by selecting the country and date. Type any keyword to see the list of apps getting impressions shared from that keyword.
2. View details like impression share, organic rank, Search Ads Visibility Score, and total paid keywords for each app to further identify potential competitors and analyze their paid strategies.
Top Advertisers
1. Start by selecting the country, category, and date. If no category is selected, the tool will show the information from all categories.
2. View a list of top advertisers sorted by their Search Ads Visibility Scores. See details like total paid keywords, category name, category ranking, and overall ranking. Use this feature to identify leading advertisers in your category and understand their Apple Search Ads strategies.
Keyword Gap
1. For Keyword Gap, you need to start by selecting the country and date. Then you’ll need to add a competitor to compare your app’s paid activities side by side to find missing opportunities. Check the lists of keywords generated that you can check:
Which keywords your app is getting impressions from but the competitor is not.
Which keywords both you and your competitor are getting impressions from.
Which keywords your competitor is getting impressions from but you are not.
2. To further your analysis, filter by impression share, popularity score, and keyword. Select the most relevant keywords and start running ads on them to fill the gap.
Search Ads Visibility Score: measure your campaign’s impact
The Search Ads Visibility Score quantifies your app's App Store presence based on its App Search Ads activities. This score is derived from several key factors: the number of keywords you target, the share of impressions each keyword receives, and the popularity score of these keywords. A higher score not only signifies superior visibility but also indicates better-performing campaigns.
Best practices for enhancing your Search Ads Visibility Score
Keep a close eye on the paid keywords your competitors use. Regular updates and monitoring allow you to stay ahead by adapting swiftly to market trends and enhancing campaign performance.
Concentrate your efforts on keywords that achieve a high impression share and popularity score to maximize reach and engagement in your ads.
Dive into your competitors’ Apple Search Ads strategies to unearth gaps and opportunities that could strengthen your app’s strategic approach.
Continuously look for and integrate underutilized keywords into your campaigns to cover all potential visibility avenues.
The Keyword Auction Insights tool is a source for uncovering high-performance paid keywords and refining your Apple Search Ads strategy. Implementing the best practices outlined here will enable you to leverage this tool fully, ensuring your campaigns are as impactful as possible.
Do not hesitate to contact your dedicated Customer Success Manager or our support team for more insights and assistance!