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ChineseApple Search Ads (ASA) Deep Analysis
Apple Search Ads (ASA) 深度分析
Process
流程
- Collect ASA account data (exports from Apple Search Ads dashboard or pasted metrics)
- Identify active placement types (Search Results, Search Tab, Today Tab, Product Pages)
- Evaluate all applicable checks as PASS, WARNING, or FAIL
- Calculate ASA Health Score (0-100)
- Generate findings report with action plan
- 收集ASA账户数据（从Apple Search Ads后台导出或粘贴指标数据）
- 识别活跃投放位置类型（搜索结果页、搜索标签页、今日标签页、产品页面）
- 将所有适用检查项评估为通过（PASS）、警告（WARNING）或失败（FAIL）
- 计算ASA健康得分（0-100分）
- 生成包含行动计划的检测报告
What to Analyze
分析维度
Campaign Structure (25% weight)
广告活动结构（权重25%）
BOFU — Bottom of Funnel (Search Results, Exact Match brand)
- Brand keyword campaign present (own app name + misspellings)
- Competitor campaign present (competitor app names as keywords)
- Category campaigns targeting high-intent generic terms (e.g. "workout app", "budget tracker")
MOFU — Middle of Funnel (Search Match / broad discovery)
- Search Match campaigns active in at least one ad group for discovery
- Search Match ad groups isolated from Exact Match (separate ad groups — never mix)
- Search Terms Report reviewed to mine converting queries for Exact Match promotion
Campaign Architecture Rules:
- Brand / Category / Competitor should be separate campaigns (different CPT bids, budgets)
- Search Match ad groups isolated from manual keyword ad groups — NEVER mix in same ad group
- Goal: let Search Match discover, then promote winners to Exact Match campaigns
BOFU — 漏斗底部（搜索结果页、品牌精确匹配）
- 是否设有品牌关键词广告活动（自有应用名称+拼写变体）
- 是否设有竞品广告活动（竞品应用名称作为关键词）
- 是否设有针对高意向通用术语的品类广告活动（例如“健身应用”、“预算追踪器”）
MOFU — 漏斗中部（搜索匹配/广泛拓量）
- 至少在一个广告组中启用搜索匹配广告活动用于拓量
- 搜索匹配广告组与精确匹配广告组相互独立（分开设组 — 绝不能混合）
- 已查看搜索词报告，挖掘高转化查询词并升级为精确匹配推广
广告活动架构规则：
- 品牌/品类/竞品应分设独立广告活动（不同CPT出价、预算）
- 搜索匹配广告组需与手动关键词广告组完全隔离 — 绝对不能放在同一广告组内
- 目标：通过搜索匹配发现优质流量，再将表现优异的关键词升级到精确匹配广告活动
Bid Health (20% weight)
出价健康度（权重20%）
CPT (Cost Per Tap) vs Install Rate by Match Type:
- CPT vs category benchmarks (see Benchmarks section below)
- TTR (Tap-Through Rate): benchmark >2.5% for Search Results, >1.5% for Search Tab
- Conversion Rate (tap → install): benchmark 50-65% for brand terms, 20-40% for category
- CPT/CPG (Cost Per Goal): compare against target CPI/CPA from MMP
Bid Strategy:
- Manual CPT bidding appropriate? (Or use Apple's CPA Goals auto-bidding for scaled accounts)
- CPA Goals available at campaign level — evaluate if conversion volume supports it (>100 installs/month per campaign)
- Are bids differentiated by match type? (Brand Exact > Category Exact > Search Match)
- Keyword-level CPT bids set, not just ad group default?
Keyword Health:
- Irrelevant Search Terms (from Search Match) identified and excluded via negative keywords
- Low-performing keywords paused or bid reduced (TTR <1% + high CPT)
- High-volume generic terms checked for intent quality (avoid "free apps" type queries)
按匹配类型对比CPT（单次点击成本）与安装率：
- CPT与品类基准对比（见下方基准部分）
- TTR（点击率）：搜索结果页基准>2.5%，搜索标签页基准>1.5%
- 转化率（点击→安装）：品牌词基准50-65%，品类词基准20-40%
- CPT/CPG（单次目标成本）：与MMP提供的目标CPI/CPA对比
出价策略：
- 手动CPT出价是否合适？（或针对规模化账户使用Apple的CPA目标自动出价）
- 广告活动层级是否支持CPA目标出价？需评估转化量是否达标（每个广告活动每月>100次安装）
- 是否按匹配类型差异化出价？（品牌精确匹配 > 品类精确匹配 > 搜索匹配）
- 是否设置了关键词层级的CPT出价，而非仅依赖广告组默认出价？
关键词健康度：
- 是否已识别搜索匹配带来的不相关搜索词，并通过否定关键词排除
- 是否已暂停或降低表现不佳的关键词出价（TTR<1%且CPT偏高）
- 是否已检查高流量通用术语的意向质量（避免“免费应用”这类低意向查询词）
Creative Sets (15% weight)
创意组（权重15%）
Custom Product Pages (CPP):
- Custom Product Pages created in App Store Connect? (ASA Creative Sets pull from CPPs)
- At least 3 CPP variants tested per campaign type (different value props per audience)
- Creative Sets assigned to high-spend ad groups
- Screenshot/preview variations aligned with keyword intent (e.g. fitness keywords → fitness screenshots)
Default (Store Listing) Creative:
- App icon, subtitle, and first 3 screenshots optimized — these show in ads by default
- Short description (170 chars) compelling and keyword-rich
- Preview video present (strongly recommended for TTR improvement)
Creative Testing:
- Are different Creative Sets being A/B tested within ad groups?
- CPP performance compared: which Creative Set has highest TTR and lowest CPI?
自定义产品页面（CPP）：
- 是否已在App Store Connect中创建自定义产品页面？（ASA创意组取自CPP）
- 每种广告活动类型至少测试3种CPP变体（针对不同受众传递不同价值主张）
- 创意组是否已分配给高消耗广告组
- 截图/预览视频变体是否与关键词意向匹配（例如健身关键词对应健身场景截图）
默认（商店列表）创意：
- 应用图标、副标题和前3张截图是否经过优化 — 这些内容默认会在广告中展示
- 短描述（170字符）是否具有吸引力且包含关键词
- 是否设有预览视频（强烈推荐用于提升TTR）
创意测试：
- 是否在广告组内对不同创意组进行A/B测试？
- 是否已对比CPP表现：哪个创意组的TTR最高、CPI最低？
Attribution & MMP Health (15% weight)
归因与MMP健康度（权重15%）
MMP Integration (Critical):
- MMP (AppsFlyer / Adjust / Branch / Singular) integrated with ASA via SKAdNetwork + ATT
- ASA is properly connected as a partner in MMP dashboard
- In-app events being sent back to ASA (enables CPA Goals and ROAS optimization)
- Post-install event quality: are purchase, subscription_start, or other revenue events tracked?
SKAdNetwork & ATT:
- SKAdNetwork conversion values configured in MMP (maps user actions to conversion windows)
- ATT opt-in rate monitored (low ATT rate = less MMP data, more reliance on SKAN)
- Privacy threshold considerations: are campaigns getting SKAN postbacks or null reports?
Attribution Windows:
- Default ASA attribution: 30-day click, 1-day view — appropriate for app install goals?
- For re-engagement or subscription goals: evaluate longer lookback windows
MMP集成（关键项）：
- 是否已通过SKAdNetwork + ATT将MMP（AppsFlyer / Adjust / Branch / Singular）与ASA集成
- 是否已在MMP后台将ASA正确配置为合作伙伴
- 应用内事件是否回传至ASA（支持CPA目标和ROAS优化）
- 安装后事件质量：是否追踪了购买、订阅启动或其他营收事件？
SKAdNetwork & ATT：
- 是否已在MMP中配置SKAdNetwork转化值（将用户行为映射到转化窗口期）
- 是否监控ATT授权率（ATT授权率低意味着MMP数据减少，需更多依赖SKAN）
- 是否考虑隐私阈值：广告活动是否能收到SKAN回传还是仅能收到空报告？
归因窗口期：
- ASA默认归因：30天点击归因、1天展示归因 — 是否符合应用安装目标的需求？
- 对于再营销或订阅目标：评估是否需要更长的回溯窗口期
Budget Pacing (10% weight)
预算节奏（权重10%）
- Daily cap set at campaign level (budget pacing in ASA is daily, not monthly)
- Actual daily spend vs daily cap ratio: flag if consistently hitting cap (could be missing volume)
- Conversely: flag if spend is <50% of daily cap (creative or bid issue, not budget)
- Budget split across placement types aligned with performance (don't over-invest in underperforming placements)
- Lifetime budget campaigns (if used): check end dates and pacing curves
- 是否在广告活动层级设置了每日预算上限（ASA的预算节奏按日计算，而非按月）
- 实际日消耗与每日预算上限的比例：若持续触达预算上限则标记（可能错失流量）
- 反之：若消耗低于每日预算的50%则标记（可能是创意或出价问题，而非预算不足）
- 不同投放位置的预算分配是否与表现匹配（避免在表现不佳的位置过度投入）
- 若使用终身预算广告活动：检查结束日期和消耗节奏曲线
TAP Coverage — Placement Types (10% weight)
TAP投放覆盖 — 位置类型（权重10%）
ASA offers 4 placement types — evaluate coverage and performance:
| Placement | Where | Best for | Benchmark CPT |
|---|---|---|---|
| Search Results | Below search results | High intent, bottom funnel | $0.50-$3.00 |
| Search Tab | Top of Search tab | Discovery, mid funnel | $0.30-$1.50 |
| Today Tab | App Store home | Brand awareness | $1.00-$5.00 |
| Product Pages | Competitor/related app pages | Competitor conquesting | $0.50-$2.00 |
Evaluation:
- Search Results: must be active (highest intent placement)
- Search Tab: active for scale? Evaluate CPT and TTR vs Search Results
- Today Tab: only if budget >$3k/month and brand awareness is a goal (high CPT, low intent)
- Product Pages: competitive opportunity — are competitor CPPs being targeted?
ASA提供4种投放位置类型 — 评估覆盖范围和表现：
| 投放位置 | 展示位置 | 适用场景 | 基准CPT |
|---|---|---|---|
| 搜索结果页 | 搜索结果下方 | 高意向，漏斗底部 | $0.50-$3.00 |
| 搜索标签页 | 搜索标签页顶部 | 拓量，漏斗中部 | $0.30-$1.50 |
| 今日标签页 | App Store首页 | 品牌曝光 | $1.00-$5.00 |
| 产品页面 | 竞品/相关应用页面 | 竞品拦截 | $0.50-$2.00 |
评估要点：
- 搜索结果页：必须启用（意向最高的投放位置）
- 搜索标签页：是否启用用于拓量？对比搜索结果页的CPT和TTR表现
- 今日标签页：仅当月预算>$3k且以品牌曝光为目标时启用（CPT高，意向低）
- 产品页面：是否存在竞品机会 — 是否针对竞品CPP进行投放？
Goal CPA / KPI Assessment (5% weight)
目标CPA / KPI评估（权重5%）
Benchmarks by Category (2025-2026 ASA averages):
| Category | Avg CPT | Avg TTR | Avg Install CVR | Target CPI |
|---|---|---|---|---|
| Games | $0.50-$1.00 | 3-5% | 55-70% | $1.00-$3.00 |
| Health & Fitness | $1.50-$3.00 | 2-4% | 45-60% | $3.00-$8.00 |
| Productivity | $1.00-$2.50 | 2-3.5% | 50-65% | $2.00-$5.00 |
| Finance | $2.00-$5.00 | 1.5-3% | 40-55% | $5.00-$15.00 |
| Education | $1.00-$2.00 | 2-4% | 50-65% | $2.00-$6.00 |
| Shopping | $0.80-$2.00 | 2.5-4% | 45-60% | $2.00-$5.00 |
| Lifestyle | $0.80-$1.80 | 2-3.5% | 45-60% | $2.00-$5.00 |
Country-level benchmarks:
- Tier 1 (US, UK, AU, CA, JP): CPT 2-3× above global average; highest LTV
- Tier 2 (DE, FR, KR, SG, HK): CPT 1-1.5× above global average
- Tier 3 (BR, IN, MX): CPT 30-60% below Tier 1; high volume, lower LTV
Checks:
- Actual CPI vs target CPI (from MMP) — flag if >2x target
- CPI trend over 30 days (improving or worsening?)
- Revenue events: is ROAS positive within MMP attribution window?
分品类基准（2025-2026 ASA平均值）：
| 品类 | 平均CPT | 平均TTR | 平均安装转化率 | 目标CPI |
|---|---|---|---|---|
| 游戏 | $0.50-$1.00 | 3-5% | 55-70% | $1.00-$3.00 |
| 健康与健身 | $1.50-$3.00 | 2-4% | 45-60% | $3.00-$8.00 |
| 生产力 | $1.00-$2.50 | 2-3.5% | 50-65% | $2.00-$5.00 |
| 金融 | $2.00-$5.00 | 1.5-3% | 40-55% | $5.00-$15.00 |
| 教育 | $1.00-$2.00 | 2-4% | 50-65% | $2.00-$6.00 |
| 购物 | $0.80-$2.00 | 2.5-4% | 45-60% | $2.00-$5.00 |
| 生活方式 | $0.80-$1.80 | 2-3.5% | 45-60% | $2.00-$5.00 |
分国家/地区基准：
- 一级市场（美国、英国、澳大利亚、加拿大、日本）：CPT为全球平均的2-3倍；LTV最高
- 二级市场（德国、法国、韩国、新加坡、中国香港）：CPT为全球平均的1-1.5倍
- 三级市场（巴西、印度、墨西哥）：CPT比一级市场低30-60%；流量大，LTV较低
检查项：
- 实际CPI与目标CPI（来自MMP）对比 — 若超过目标2倍则标记
- 30天内CPI趋势（是改善还是恶化？）
- 营收事件：在MMP归因窗口期内ROAS是否为正？
Output Format
输出格式
undefinedundefinedApple Search Ads Audit
Apple Search Ads 审计报告
ASA Health Score: [X]/100
ASA健康得分: [X]/100
Critical Issues ([count])
关键问题 ([数量])
- [Issue with specific impact and fix]
- [问题详情、影响及修复方案]
High Priority ([count])
高优先级事项 ([数量])
- [Issue]
- [问题详情]
Campaign Structure
广告活动结构
PASS/WARNING/FAIL for each check category
各检查分类的评估结果：PASS/WARNING/FAIL
Benchmark Comparison
基准对比
[Metric] | Your Account | ASA Benchmark | Status
[指标] | 你的账户数据 | ASA基准 | 状态
Quick Wins (do this week)
快速优化项（本周完成）
- [Most impactful fix with expected outcome]
- [影响最大的修复方案及预期效果]
Recommended Next Steps
推荐后续行动
[Prioritized action plan]
undefined[优先级排序的行动计划]
undefinedScoring Weights
评分权重
| Category | Weight |
|---|---|
| Campaign Structure | 25% |
| Bid Health | 20% |
| Creative Sets | 15% |
| Attribution & MMP | 15% |
| Budget Pacing | 10% |
| TAP Coverage | 10% |
| Goal KPI Assessment | 5% |
| 分类 | 权重 |
|---|---|
| 广告活动结构 | 25% |
| 出价健康度 | 20% |
| 创意组 | 15% |
| 归因与MMP | 15% |
| 预算节奏 | 10% |
| TAP投放覆盖 | 10% |
| 目标KPI评估 | 5% |
Data to Request from User
需向用户收集的数据
If not provided, ask for:
- Campaign list with spend, installs, CPT, TTR, CVR (last 30 days)
- Active placement types
- MMP being used (AppsFlyer, Adjust, Branch, Singular, or none)
- Target CPI / CPA and app category
- Countries/regions active
- Whether Custom Product Pages are set up in App Store Connect
若用户未提供，需询问：
- 包含消耗、安装量、CPT、TTR、CVR的广告活动列表（近30天）
- 活跃投放位置类型
- 使用的MMP平台（AppsFlyer、Adjust、Branch、Singular或未使用）
- 目标CPI/CPA及应用品类
- 活跃投放的国家/地区
- 是否已在App Store Connect中设置自定义产品页面