Best Practices
Maximize Conversions
your reach.
Do less. Achieve more.
With Maximize Conversions campaigns, Apple Ads intelligent automation uses real-time signals to set an optimal bid for every relevant search query — helping you make the most of App Store search opportunities. This frees you up to focus on overall ad success, instead of worrying about monitoring bid and keyword effectiveness. And if you decide you want more control, you have the option to manually set your own keyword bids at any time.
Understand target CPA.
Target CPA (cost-per-acquisition) is the ideal amount you want to spend per install. Maximize Conversions is designed to drive the most app downloads at your target CPA on a weekly basis. To accomplish this, daily costs may be above or below your target on a given day, and we recommend that you set a daily budget that allows for at least five conversions per day.
To help you get started, we’ll offer a target CPA suggestion when you create a new Maximize Conversions campaign. And like with your other Apple Ads campaigns, you’ll only pay when someone taps your ad.
More flexible bidding and matching
Keep ad management
simple — and smart.
If you’re using Apple Ads Basic, you can easily switch to a Maximize Conversions campaign with Apple Ads Advanced. Simply pause your Basic app promotion and then set up a new Advanced account. When you create your first campaign, select the Maximize Conversions option. Not only will Maximize Conversions help increase your opportunities for downloads, you’ll also get more in-depth reporting, more intelligent bidding on search terms, and more ad placement options to help you grow your business.
With Maximize Conversions, I was able to get
over 30 percent more installs with the same
budget. I am seeing better conversions and
positive return on ad spend.
More flexible than CPA cap
Unlock more opportunity
for growth.
If you currently use a CPA cap on a campaign, it acts as a ceiling for each search query match and limits the number of impressions you can get. Your keyword bid will never be over your CPA cap — no matter how valuable the search term is — which can lead to missed opportunities. That’s part of why CPA caps will soon be unavailable. With Maximize Conversions campaigns, you set a target CPA to capture more opportunity. Our system optimizes each bid to help you get a conversion, with the goal of meeting your target CPA on average. You may see higher bids on more valuable search queries and lower bids on other queries, but your daily budget will always control your overall spend.
Unlike CPA cap which limits impressions, target CPA allows your bid to flex in response to opportunities. This helps you get the most conversions possible while still averaging your desired acquisition cost.
More efficient discovery
Uncover keywords
cost-effectively.
Discovery campaigns help you find effective keywords by showing your ad to a wide audience and mining search terms. The Maximize Conversions strategy makes keyword discovery easier by using Search Match to find popular terms, but without the need to manage individual keyword bids or set up separate ad groups.
your potential.
When setting your daily budget, it’s helpful to look at your target CPA and make sure you have ample budget available to get the average number of conversions you want in a day. Keep in mind that if your daily budget is too low, it can limit the success of your campaign. To help keep your campaign optimized, visit the Recommendations page to make sure that your daily budget is set at the right level to take advantage of all opportunities.
Assess results over time.
Be sure to let Maximize Conversions campaigns run for at least two weeks before assessing their impact. Doing so will allow our system to learn and adjust to user behaviors to best meet your target CPA on average — which may take some time. Keep in mind that the Maximize Conversions strategy is designed for post-launch campaigns only, not for pre-order campaigns.
Recommendations