💎 Recommended campaign structure - Deepstash

💎 Recommended campaign structure

Thomas still likes to have ad groups (regardless of how they group keywords - meaning, LTV, etc.) “duplicated” so that he ends up with 3 ad groups targeting New Users LAT Off, Returning Users LAT off and All Users. It’s a more complex structure (and there is some audience overlap), but the conversion/ARPU/retention performance can be entirely different depending on the targeting. It also helps if/when deciding from where to pull back spend.

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MORE IDEAS FROM How to win with Apple Search Ads in a post-ATT world - with Thomas Petit, Growth Consultant

The payload when a user is coming from one of your ASA campaigns is pretty granular: you can get keyword-level data and you can get retention as well as other post-install metrics.

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Apple Search Ads’ AdServices attribution doesn’t depend on the IDFA but more importantly doesn’t depend on the ATT consent status, which means ASA needs to be handled slightly differently than other UA channels.

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Think about the onboarding as a separate product: there is so much value to derive from optimizing the onboarding. You don’t want to just put together a couple of screens while you over-engineer the rest of the product.

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  • Note making takes up a lot of time.
  • It is a passive way of revising as your brain does not put much effort in.
  • It makes you feel productive when it helps very little.

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The Error in Isolating Events
  • Many studies have been conducted regarding the psychological impact of a one particular event, like the trauma associated with the ongoing health crisis, or sudden job loss.
  • What researchers fail to gauge is the complex psychological experiences of various events and situations that are of different hues and colors, and happen simultaneously.

A normal person leading a full life can experience events related to death, family changes, job changes, health issues, and financial swings. Each experience is connected to the other experiences and is not isolated, making the impact on the person varied and complex.

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