From the second Apple introduced the adjustments that might come to the App Retailer on the WWDC, app entrepreneurs began on the lookout for methods to adapt their cell consumer acquisition technique for the brand new period of iOS 15 app advertising and marketing.

Nevertheless, what to anticipate from these adjustments and the best way to regulate advertising and marketing methods to the brand new system emerged as puzzling points for many. With the participation of  Roy Yanai from AppsFlyer, Laura Krivetskaya from Product Insanity, Chen Ofir from yellowHEAD, and the moderation of Yusuf Barutçu we coated all the pieces it is advisable to learn about iOS 15 consumer acquisition in our webinar.

For many who missed this beneficial dialogue session, we handpicked probably the most beneficial takeaways from the webinar and compiled them on this article.

Big adjustments are on the best way from having the ability to do testing with Apple Search Adverts to SkAdnetworks. What ought to we as app entrepreneurs anticipate?

Roy: In addition to the testing instruments that include iOS 15, one other necessary consideration is how Apple will cope with data gathering. With ATT, Apple eliminated the aptitude of deep linking to the app the place the journey of customers begins with extra correct parts. 

For instance, when a consumer encounters a resort advert, the journey within the app used to start out with the exact same resort, because of deep linking. Nevertheless, this doesn’t appear doable with SkAdNetworks. So will probably be fascinating to learn the way Customized Product Pages and paid advertising and marketing will roll out and the way app entrepreneurs will measure these points. 

Laura: To begin with, we should always perceive Apple Search Adverts methods and contemplate it as a device that may be helpful for our ASO efforts. Furthermore, within the subsequent 12 months, these options can be obtainable for Apple Search Adverts and Customized Product Pages will exchange inventive units. So, we should always monitor the efficiency of our key phrases, test the conversion charges, and optimize our ASO efforts using these coming adjustments. For this matter, a transparent plan needs to be made and we should always prioritize duties and targets to learn from the chance that Apple offers us. 

How will In-App Occasions have an effect on the consumer acquisition methods and the way can we put together for them? 

Chen: In-App occasions could have a huge effect on the whole ASO work. They’ve large potential to extend visibility within the retailer and to draw new customers and re-engage the previous ones. So, that is additionally nice for retention functions. We will additionally point out the key phrase focusing on alternatives. As a result of we all know that In-App occasions can be proven within the search outcomes. Which means that their titles, brief descriptions, and key phrases can be listed. So, one other progress alternative there. 

Furthermore, they may also have an effect on browse visitors. As a result of the place which belongs to featured apps earlier than can be in-app occasions’. So, these apps which can be featured each day and get browse visitors from there ought to adapt their methods to those adjustments. In any other case, they may face a drop of their browse visitors. 

Each enchancment brings its personal drawbacks. So what are the professionals and cons of SkAdNetwork?

Roy: Apple launched a brand new function inside SkAdNetwork which is a duplicate of the postback to its designated endpoint that the advertisers can outline throughout the app. And that is truly nice as a result of it exhibits that Apple listens to the market. We have been saying that the info ought to go to the advertisers and to not the advert networks. So it’s a nice transfer however now the query is what to do with it.

As Appflyer, we’re offering further information similar to the speed of redownloads. That is one thing different SRNs(Self-Reporting Networks) presently don’t do, it doesn’t profit them. Nevertheless, it is a crucial metric. And this is without doubt one of the disadvantages when the info goes to the Advert Community. 

How ought to we get ready for the upcoming adjustments? 

Chen: The primary side to note right here is the collaboration between UA and ASO groups. Due to all these adjustments which can be about to return into impact in iOS. After all, UA and App Retailer Optimization groups are additionally working hand at hand now. However their collaboration will get even tighter. These groups should acquire insights from one finish to a different to assist one another and develop the work. And the inventive staff can be on board greater than ever with these upcoming options. All these options would require an enormous quantity of creatives. So will probably be a problem to adapt to those adjustments. For this reason smaller manufacturers and apps with smaller inventive capability ought to start strategizing their creatives and advertising and marketing functions prematurely.

Roy: So What occurred is that SkAdNetworks truly leveled all the pieces all the way down to the identical capabilities and now everyone is blind in the identical means. Lots has shifted to inventive optimization. Nevertheless, what we see because the distinctive talent within the new period of iOS 15 app advertising and marketing is the power to manage the conversion quantity. If you know the way to set your conversion quantity in the easiest way doable, you’ll win. 

Along with these, particularly with customized product pages, we see that the creatives have gotten increasingly more vital for app advertising and marketing. And on SkAdnetworks, I wish to say that maintain on tight, I imagine all the pieces will get higher quickly.   

Laura: My advice is to decide on correctly. I might say that you need to attempt to shut the gaps between the departments. Particularly in case your duty is to optimize key phrases and enhance conversion charges. It’s best to maintain your creativity at a excessive degree. And you need to deal with differentiating the instruments you employ whereas revising the present ones. You also needs to comply with what’s occurring out there, what your rivals are doing, and attempt to get all the pieces prepared earlier than these options are available.

Takeaways

On this recap, we’ve got seen that the business specialists are assembly on the frequent floor that creatives will take the middle stage in 2022. Our audio system have shared some golden recommendations on the best way to prepare for these adjustments. So let’s conclude by going over their options.

• Analyze the market and monitor your rivals. In any other case, you could fall behind within the consumer acquisition race. 
• Product Web page Optimization and Customized Product Pages will deliver numerous work that requires a tighter connection between departments. So be sure that all your departments are working intently. 
• Plan forward to your advertising and marketing functions and start getting ready your cell advert creatives.
• In-App Occasions could have a huge effect on ASO by rising visibility and retention charges. Nevertheless, they may also change the dynamics of the app retailer, so app entrepreneurs ought to adapt to the brand new system. 
• Apple Search Adverts advantages natural consumer acquisition in some ways and is changing into the middle of cell promoting for iOS. Subsequently, app entrepreneurs ought to begin mastering Apple Search Adverts to maximize their progress within the subsequent chapter of iOS 15 app advertising and marketing.

Preparing for these upcoming adjustments may appear difficult. Nevertheless, with the correct toolkit, you can begin constructing your means as much as the highest. Schedule a demo with our specialists now and learn the way MobileAction can assist you thrive on this time of change for the cell progress ecosystem.