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This is the question we ask when app publishers register for our All Things Apple Search Ads online conference (April 11-12, 2018), so I bet that your answer is achieving a low cost per acquisition (CPA).

In order to help you understand these numbers better and optimize your Apple Search Ads for the best results, we’re also sharing key factors that determine Apple Search Ads cost and – what’s even more important – our tips for improving your App Store Ads performance.

Surprisingly, Photo & Video is one of the cheapest categories in Apple Search Ads as well.

Apple claims that you should target at $.50 buying taps, but if you work with photo/video apps, you can bid even lower and get taps for just $.30 CPT.

In theory, the CPA would equal your cost per install (CPI).

However, we can see from our statistics that the number of app page visitors who tap “Get” differs from the number of visitors who eventually install the app. To make sure no technical and behavioral issues stop users from installing an app and pump up your CPI, connect your app attribution system (Apps Flyer, Branch, Adjust, Kochava, TUNE, etc.) with Search Ads HQ, an Apple Search Ads optimization platform, and see the App Store ads performance on all levels in one place.

If you look through the CPT and CPA tables once again, you will notice that a high CPT doesn’t necessarily turn into a high CPA.

For example, Games have one of the highest CPTs, but the final cost per acquisition is lower than the average CPA across all categories.

This mismatch is predetermined with a conversion rate (CVR) of your app product page.

When it comes to mobile app marketing metrics, a high CVR is decreasing the final cost per acquisition in one category, whilst a low CVR pumps up CPA in another one: people tap on ads but do not install.

That’s why before app marketers start investing in Search Ads, it makes sense to optimize their product pages.

Mobile A/B testing with Split Metrics is one of the most efficient and trustworthy ways to do it.