🔍 How to win with Apple Search Ads in a post-ATT world - with Thomas Petit, Growth Consultant 🎭

The Mobile User Acquisition Show

The landscape of Apple Search Ads has changed, but unlike the changes in SKAdNetwork that have impacted most mobile channels, these changes have been far more subtle and nuanced - and yet are very critical.

Today we unpack these changes in the Apple Search Ads landscape with one of the best in the business - Thomas Petit.

Thomas is an independent mobile growth consultant working primarily with non-gaming B2C apps. He is an external consultant for large apps (including 2 unicorns), a collaborator assisting several app agencies and an advisor for very early-stage startups. He’s run campaigns since the first day of Apple Search, spending 7 figures on the platform directly and also running audits on many other accounts. He is certified by Apple, SearchAdsHQ & ASOdesk – and is a regular public speaker on the topic.

KEY HIGHLIGHTS
🤺 How you needed to adapt to LAT remained unchanged since 2016 until this year.
🦙 Apple’s Ad Services framework - and how it bypasses the IDFAs and users’ ATT status.
🖼️ How Apple defines tracking - and why the way attribution works for Apple Search Ads isnt considered tracking by Apple.
🧪 The mechanics of user level data measurement and tracking without the IDFAs.
🔍 The Ad Services framework doesn’t require an MMP.
🐶 The fact that LAT users’ performance wasn’t measurable in the past was a challenge - and that goes away now.
🌳 Why it makes sense to keep the older campaign structure even after the recent changes to ASA.
🤽 Search tab campaigns can actually work for returning users.
🛍️ The somewhat ambiguous Ads Personalization setting.
🥝 How the new-returning-open structure that helps maximize scale on ASA.
🧱 What’s coming with iOS 15.
⚙️ Are budgets shifting to ASA after ATT enforcement?
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Check out the show notes here: https://mobileuseracquisitionshow.com/episode/how-to-win-with-apple-search-ads-in-a-post-att-world-with-thomas-petit-growth-consultant/
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