Multiplacement Strategy on Apple Search Ads

🚀 High season is here, and if you’re thinking about testing new placements on Apple Search Ads, like the Today tab or Search tab, you might be asking if it's worth it. The truth is, it all depends on your goals. Each placement serves a different purpose:👉 Today tab: Great for awareness.👉 Search tab: Perfect for targeting users just before they search.👉 Search results: Ideal for intent-driven users.👉 Product pages: Great for catching users who are browsing other apps.🌀 I’ve broken it all down in this carousel so you can figure out which placement fits where in your funnel.

Julie Tonna November 19

Journal

Countdown to PEAK Season is on!

✨ The countdown to peak season is on! Only a few weeks left until Thanksgiving, Black Friday, Cyber Monday, and Christmas 🎄 and then, New Year’s Eve and Lunar New Year. To make sure you are ready, I’ve put together an ASA Checklist.If you’re primarily running in Search Results, you’ve probably noticed that while high season means more volume, it doesn’t necessarily lead to higher CPIs. Why? 🤔It’s because ASA is keyword-driven. As an ex-Apple employee, I've seen it first-hand.While e-commerce and retail apps are competing fiercely on their terms, you’re competing only for terms in your own category. This means you’ll see higher search volume without the steep CPI hikes that other platforms experience.To help you make the most of it, here’s a quick checklist to maximize your ASA campaigns during this period.❄️ Feel free to reach if you'd like […]

Julie Tonna November 13

Journal

Meta New Ad-free Subscription is here!

🚨 Meta new ad-free subscription is here! 🚨 After the whole DSA (Digital Services Act) and a €390M fine, it’s official: ad-free subscriptions for Instagram & Facebook are available in the EU. - Subscription plan: ➡️ €12.99/month, no ads! 🤑 An extra 8€ for each additional account... a bit much, don’t you think?- Free with ads: ➡️ The usual setup🤔 Does it give Meta a free pass to add even more ads for non-subscribers?So many questions on my end:Does this mean Meta values user LTV at around €12.99/month (let's remove the store fees but you get my point)? Who came up with that price point? And if this model catches on, would it even be profitable long-term if more people pay to avoid ads? Maybe we’ll see this option spread globally?🚨 This could be bad news for advertisers. If lots […]

Julie Tonna November 11

Journal

Top must-read reports & webinars this week for Marketers

⚡️ Top must-read reports & webinars this week for Marketers! 1️⃣ Put AI to Work for Marketing Teams [Webinar] by OpenAIA deep dive into how AI can streamline marketing processes, where OpenAI shares insights on integrating AI tools effectively, from content generation to predictive analytics.🔗 https://lnkd.in/eCRzkK9c2️⃣ Q3 Quarterly Trends Report [Report] by SingularHighlights the latest in mobile marketing trends, attribution challenges, and key industry benchmarks, with insights from Digital Turbine, Mobile Growth Association, RevX, yellowHEAD, SHAMSCO & Marcus Burke.🔗 https://lnkd.in/ec3gUhAV3️⃣ State of Digital Advertising 2024 [Report] from Sensor TowerFor understanding shifts in ad spend, format performance, and consumer behavior trends in 2024.🔗 https://lnkd.in/eUHHcsM3

Julie Tonna November 8

Journal

App Store gets a More Powerful Search

🌟 The App Store gets a “More Powerful Search” … but what does it mean? 🌟 With the latest iOS 18.1 update, Apple has rolled out a “More Powerful Search” for the App Store.It allows users to find apps using natural language - like on ChatGPT, for example.On paper, this sounds like a game changer for app discovery.After giving it a try, I was not really convinced…I did a couple of test searches before updating my iPhone.First, I looked for “Best travel app to book everything for my city trip” - no results.Then, I searched for “Popular games to match candies & sweets” and only found small, unknown apps (even for me, who works in the gaming industry).So, what happened after I updated to iOS 18.1?Well, honestly, not much changed…I got the same results for both.A bit disappointing, to be […]

Julie Tonna November 7

Journal

Best GEOs for your Game Soft Launch

🌍 Choosing the best geos for your Game Soft Launch 🎮 Based on insights from PocketGamer.biz’s article “65 Top Mobile Games in Soft Launch”.EMEIA (Europe, Middle East, India, and Africa)• Top Countries:🇬🇧 United Kingdom: 22🇫🇷 France: 16🇩🇪 Germany: 15🇳🇱 Netherlands: 13🇸🇪 Sweden: 12APAC (Asia-Pacific)• Top Countries:🇵🇭 Philippines: 33🇦🇺 Australia: 27🇮🇩 Indonesia: 19🇳🇿 New Zealand: 14🇮🇳 India: 13AMR (North America)• Top Countries:• 🇨🇦 Canada: 28• 🇺🇸 United States: 24LATAM (Latin America)• Top Countries:🇧🇷 Brazil: 17🇦🇷 Argentina: 7🇨🇴 Colombia: 7🇲🇽 Mexico: 6🇨🇱 Chile: 6👉 Check the carousel for more insights!What are your go-to for soft launches?

Julie Tonna November 5

Journal

App Store is getting SPOOKY 🎃

The App Store is getting SPOOKY 🎃Many game developers are embracing the Halloween spirit.And after, we already have to prep for upcoming end-of-year holidays ☃️Here are some tips:🦇 Align with the season: Update your app icons to follow the theme.🧛‍♂️ Create some in-app events: Engage your users with themed challenges and rewards.🕯️ Make the most of Custom Product Pages (CPPs): Test seasonal visuals before fully updating your App Store page.Check out the carousel below for more insights 👻

Julie Tonna October 22

Journal

Top 4 must-read UA Reports this week

⚡️ Top 4 must-read reports this week for Performance Marketer!1️⃣ The Ultimate Guide to Web-to-App Funnels by FunnelFoxConvert web traffic into app users with this guide. Learn the best practices, tips, and techniques to optimize your funnel and boost conversions.🔗 https://lnkd.in/esmRm6bC2️⃣ The AppsFlyer Performance Index: Edition 17Discover the latest rankings and performance metrics across mobile media sources to optimize your campaigns in 2024.🔗 https://lnkd.in/e7ZkjQT93️⃣ The AppsFlyer Performance Index: 2024 Country EditionA deep dive into the top-performing countries for mobile marketing.🔗 https://lnkd.in/ezj3U6Fq4️⃣ Hybrid Monetization Report by AdInMoGet the latest insights on hybrid monetization trends, with 72% of mobile game developers now adopting this strategy to maximize revenue.🔗 https://lnkd.in/eWDfjP97Which report are you diving into first?

Julie Tonna October 19

Journal

Optimize your Apple Search Ads campaigns:

Optimize your Apple Search Ads campaigns:📉 Tackle low impressions⚡ Boost tap-through rates (TTR)💰 Lower high CPAs💸 Maximize budget use

Julie Tonna October 17

Journal

Adobe just dropped GenStudio for Performance Marketing

✨ Big news: Adobe just dropped GenStudio for Performance Marketing.We talked about AI in marketing at WCIT 2024 / DigiTec.& Adobe is already making moves in this direction. ⚡️1️⃣ AI-powered content on demand: leverage Adobe Firefly & third-party language models to quickly generate ad variations across channels.> Less time waiting for creative iterations.> More time optimizing performance & building the strategy.> Personalize & tailor content to different audience across multiple channels.2️⃣ Staying on-brand effortlessly: built-in checks and a content library mean you can remix and reuse approved assets.> Keep brand consistency on point.3️⃣ Partnerships that matter: Google, Meta, TikTok… they’re all in. Soon, you’ll be able to activate campaigns across platforms with real-time insights to tweak and optimize.> Adjust campaigns based on what's working or not.> Faster reactions to market trends.4️⃣ Data-driven creativity: gain deep insights into what resonates with […]

Julie Tonna October 15

Journal

Top 3 must-read UA Reports this week

⚡️ Top 3 must-read reports this week for Mobile App Marketers!1️⃣ Mobile Gaming & Non-Gaming Industry Insights Q1-Q3 2024 by Mariusz GąsiewskiLatest trends and data from the first three quarters of 2024. 🚨 Non-gaming apps have officially surpassed 50% of iOS revenue in Q3 2024, marking a major shift as they now dominate both downloads - 74%, and revenue - 52% (see screenshot)!🔗 https://dub.sh/PRU78eh2️⃣ Advanced ASO Book by PhitureThe most comprehensive guide for mastering App Store Optimization (ASO), packed with all the latest secrets and techniques to boost your app’s visibility, conversions, and growth.🔗 https://dub.sh/1DXtypU3️⃣ Growth Strategies for Subscription Apps 2024 by Neon AppsFind actionable tactics, data-driven insights & unlock the best strategies to boost revenue and retention for your subscription-based apps.🔗 https://dub.sh/6iRzZRQ

Julie Tonna October 11

Journal

Explore Deep Linking with Custom Product Pages

🍏 Did you catch the announcement in your inbox this morning?Deep links are here!But what exactly are they, and how can they benefit your app?If you’re looking to increase your performance and user engagement, you should explore Deep Linking with Custom Product Pages (CPPs).📈 Enhanced User Experience💰 Higher Conversion Rates🎯 Better Ad Performance🔄 Increased EngagementDirect users to the most relevant sections of your app to create a seamless journey that aligns perfectly with user expectations. Imagine running an in-app event for your game and highlighting it with Custom Product Pages in the Today tab or Search result campaign. This was already possible. But now with deep links, you can take users directly to the special event — creating a frictionless experience for your players.🔗 Available on devices running iOS 18 and later.Adoption is always slow with new iOS updates, so […]

Julie Tonna October 9

Julie Tonna

Login to enjoy full advantages

Go Premium!

Enjoy the full advantage of the premium access.

Stop following

Cancel subscription