Use the Maximize Conversions
bid strategy

Learn about the automated bid strategy for search results campaigns

Maximize Conversions is a bid strategy for search results campaigns designed to help get you the most tap-through installs at a target CPA that you set. Campaigns use an auto-bidder and Search Match to set optimal bids and prioritize keywords that are most likely to lead to installs — with the goals of simplifying campaign management and broadening your reach.

Create a Maximize Conversions campaign

The Create Campaign screen is completed for a Maximize Conversions campaign. In the Campaign Settings section, the promoted app is AwayFinder, the ad placement is Search Results, and the campaign name is entered. In the Bid Strategy section, Maximize Conversions is selected, the target CPA is $2.00 with a recommended target CPA appearing below it, and the daily budget is $1,700.

From the Apple Ads Campaigns dashboard, click the Create Campaign button. Follow the steps to create a campaign, and make sure to:

  • Select the search results ad placement. Maximize Conversions is available for search results only.
  • Choose the Maximize Conversions bid strategy.
  • Set a target CPA. This is the ideal amount you’d like to spend on average per install in a Maximize Conversions search results campaign. While the actual cost may go above or below your target on a given day, our system aims to meet it on average.
  • Set a daily budget. Your daily budget is the average amount you want to spend on your campaign each day over the course of a month. When calculating your daily budget, consider your target CPA and your conversion goals. Your monthly spend won’t be more than your daily budget times the average number of days in a calendar month — which is calculated as 30.4 days. On days with opportunities to get more downloads, your spend may exceed your daily budget. Your campaign will continue to spend every month based on your daily budget, unless you pause it, remove it, or set an end date. If you don’t set an end date, your campaign spend will automatically extend to each new month based on your daily budget amount.

You can also create a Maximize Conversions campaign using the Campaign Management API.

Campaign requirements

  • Target CPA
     Target CPA is the ideal amount you want to spend per tap-through install. Our auto-bidder uses this amount to calculate optimal bids for each search query, with the goal of maximizing the number of installs you get at your target CPA.

    This means that on a given day, the CPA might be over or under the target. This flexibility allows our auto-bidder to make optimal bids to match your app with individual search queries. If you’re concerned about how much you’re spending, you can adjust your daily budget which will control how much you spend over the course of a month.

  • Search Match
     Search Match is on by default — and required — in the automatically created ad group for Maximize Conversions campaigns. It will provide broad coverage across a variety of relevant keywords, so that you don’t need to spend time adding keywords that might be relevant. You won’t be able to turn Search Match off in this ad group. If using Search Match isn’t appropriate for your campaign or market, consider creating a Manage Bids search results campaign instead.

Using ad groups

When you create a Maximize Conversions campaign, our system will create an Automated Ad Group. It’s designed to get you the broadest reach possible, with Search Match on as a requirement and audience settings set to Reach All Eligible Users. This Automated Ad Group will automatically create an ad using your default product page.

You also have the option to create an additional ad group. In this ad group, you can change your audience settings, use a custom ad, and select or pause specific keywords. If you select specific keywords, the auto-bidder will use them to match your ad to search queries using these terms. If you don’t want your ad to appear for certain searches, you can use negative keywords.

Note that you can’t add or manage keyword bids in Maximize Conversions campaigns. If you want to add and manage your keyword bids, consider creating a Manage Bids search results campaign.

Managing your campaign

You can make edits to your campaign settings in the Campaigns dashboard at any time — like adjusting the daily budget, target CPA, countries and regions, and start and end date. You can also duplicate your Maximize Conversions campaign for different audiences, seasonal promotions, or new markets.

You can adjust your target CPA at any time, but it’s recommended to let your campaign run for at least two weeks before making changes. This will give our system time to learn and adjust to user behaviors to help meet your target CPA on average.

Monitoring your campaign performance

You can view your campaign performance data the same way you do with your other Apple Ads campaigns. There are no changes to AdServices attribution for these campaigns.

Learn more about reporting options and definitions

How to change bid strategies in an existing search results campaign

You have the option to change bid strategies anytime.

  1. Go to the Campaigns dashboard.
  2. Select the campaign that you want to change.
  3. Select Actions, and choose Edit Bid Strategy.
  4. Select the bid strategy that you want, and click Save.
  5. You’ll be asked if you want to apply the updated campaign settings.
    • If you’re changing a Manage Bids campaign into a Maximize Conversions campaign: Your ad group and keyword bids will be archived and the auto-bidder will set your bids. A target CPA will be added, default max CPT bids will be removed, and an automated ad group will be added with Search Match on as a requirement.
    • If you’re changing a Maximize Conversions campaign into a Manage Bids campaign: Bids will be added based on recommended bids for the campaign. If the campaign previously used the Manage Bids strategy, your previous bids will be restored. Your target CPA will be removed and the automated ad group will be put on hold.
  6. To change your bid strategy, click Apply.