Uncover the secrets to stable growth and higher ROI with Apple Search Ads. Viktor Orlov, an expert in the field, reveals the key to success: understanding the system's incentives. In this insightful presentation, Orlov debunks the myth that Apple Search Ads is a mysterious channel. Instead, he highlights its constrained nature, where teams struggle not due to opacity, but because they optimize for the wrong things. Orlov emphasizes the importance of control, arguing that the more control you have, the better it works. He challenges the notion that the biggest competitor is other advertisers, revealing that the number one organic result is the most crucial competitor. Orlov introduces the concept of IPM (installs per thousand impressions) as the true indicator of relevance and scale. He demonstrates how improving IPM leads to lower prices, increased scale, and improved conversion rates. Orlov also discusses the power of Custom Product Pages and deep links in enhancing relevance and understanding. He emphasizes that pricing is an outcome, not a lever, and that Apple Search Ads rewards teams who treat it as a system worth understanding. Don't miss Viktor's insights on how to optimize Apple Search Ads for stable growth and higher ROI. Watch the recording to discover all of Viktor's insights and learn how to unlock the full potential of Apple Search Ads.
