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Do I need to bid on brand terms when I place Apple bids?

One of the most common questions we get from overseas developers is: Do I need to bid on my own brand name? Will it be a waste of budget to bid on brand terms that are already in the first place?

Table of Content

The answer is: brand words must be bid!

Bidding advertising to invest in brand words, not to grab their own volume. Because the competition is definitely voting for our brand words, so we put their own brand words, is in competition with other brand words to vote for our own volume. And in this process, we have a greater competitive advantage.

Apple has certain protection measures for the case of “voting for our own brand words”, which can reduce the advertisers’ budget loss. This is also what we are going to share with you this time~

ASM advertising space 3 kinds of display materials

Copy material: if the product has promotional text, the promotional text will be displayed, and if not, the description will be displayed.

Image material: the first 3 (vertical) screenshots are displayed by default, or advertisers can choose their own in Creative Sets.

Video material: the first video preview is displayed by default, and advertisers can also choose from Creative Sets.

We can find that the click-through rate (TTR) of copy material is lower than that of image material when combined with placement data.

For example, for a non-branded word of a casual game, the click-through rate of the default copy material is 3.23%, while the click-through rate of the default image material is 6.14%.

After adding a group of custom image material, the click rates of default copy, default image and custom image are 7.80%, 7.98% and 3.33% respectively.

For example, for a non-branded term of a sports product, the click rate of the default copy material is 11.54% and the click rate of the default image material is 15.26%.

After adding a group of custom image material, the click rates of default copy, default image and custom image are 14.80%, 20.43% and 9.67% respectively.

Combined with the above data, the click-through rate of the default copy material for non-branded words is significantly lower compared to both the default image material and the custom image material.

But the data for branded terms (or the casual game above) is more interesting, as we compare branded terms with non-branded terms~

From the data, it can be seen that

1. a small increase in the click-through rate for copy material.

2. the click-through rate of picture material has increased very significantly.

3, under the non-brand words, the display rate of copywriting material is only 13.41%, but under the brand words, the display rate of copywriting material is 70.26%!

Key points

1, regardless of the form of material, the click rate of brand words (than non-brand words) is higher.

2, and, the click rate of picture material is much higher than that of copy material.

3, this means that when searching for brand words, if the image material appears, users will directly click on the ad; if the copy material appears, users are more willing to click on the natural position under the ad position.

4. When App bids its own brand words, Apple allocates more traffic to copywriting materials, and most of the advertising traffic of brand words is converted into natural ranking clicks (which is not charged), and only a small part of the traffic is converted into clicks of advertising positions (which is charged). The bandwagon effect of brand word bidding is not only the data from the ad background, but also part of the data that is converted into natural traffic.

5. Therefore, we can see that Apple is intentionally deploying the traffic of brand words to reduce the advertisers’ spending on their own brand words (and not affecting the advertising effect).

Therefore, the answer to the question “Should ASM invest in brand words” is more obvious. Not only does it have a brand protection effect, but it can also get traffic from bidding ads more efficiently.

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