{"id":1813,"date":"2019-07-16T19:50:29","date_gmt":"2019-07-16T19:50:29","guid":{"rendered":"https:\/\/www.theasoproject.com\/blog\/?p=1813"},"modified":"2019-07-17T19:53:41","modified_gmt":"2019-07-17T19:53:41","slug":"utilizing-a-cpa-goal-in-apple-search-ads","status":"publish","type":"post","link":"https:\/\/www.theasoproject.com\/blog\/utilizing-a-cpa-goal-in-apple-search-ads\/","title":{"rendered":"Utilizing a CPA Goal in Apple Search Ads"},"content":{"rendered":"

Apple Search Ads have become a staple in most user acquisition campaigns for App Store Developers. While many marketers and developers have discovered effective structures for their account, there’s an often overlooked (and optional) setting that needs to be looked at:\u00a0CPA Goals<\/strong><\/p>\n

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What is a target CPA<\/b><\/p>\n

The CPA Goal parameter is applied at the Ad Group level and by Apple’s definition is: “The cost-per-acquisition goal is the amount you\u2019re willing to spend for a conversion.<\/em> Setting a CPA goal is completely optional.”<\/p>\n

Not even Apple itself gives much attention to CPA Goals! Only four sentences in all of Apple\u2019s Search Ads literature is dedicated to CPAs. One of these sentences is \u201cCost-per-acquisition (CPA) goals are optional.\u201d Additionally, when setting up your Search Ads campaigns, the CPA Goal field, by default, is hidden!<\/p>\n

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A target CPA is pretty basic in principle, in theory. How much are you willing to pay for a user to download your app? How<\/em> CPA Goals work is what marketers and developers need to understand.<\/p>\n

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How do CPAs goals work?<\/b><\/p>\n

Adding a CPA goal to your Search Ads campaign encourages Apple\u2019s auction algorithm to intelligently choose the auctions that your ad is being entered into. By having this CPA Goal set, Apple’s algorithm will be a little bit “picky” in terms of which auctions you’ll enter because the system will prioritize the auctions in which they feel you will achieve the highest conversions rate in order to match (or come close) to your CPA Goal. This (again, in theory) increases the quality of impressions and taps that you\u2019re getting.<\/p>\n

NOTE:\u00a0<\/strong>In some cases, defining a CPA Goal may limit the volume of impressions and traffic to your ads due to the “picky” nature of the auction system when a CPA Goal is defined.<\/p>\n

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CPA Goal Case Study<\/strong><\/p>\n

Let’s take a look at a CPA Goal utilized in a real, active, campaign. Here are the campaign stats:<\/p>\n