Overview

SAO AI Optimization runs at the ad group level for each keyword and is triggered dozens of times a day with real time data automatically. There is at least one mandatory input for our UI required from you: the Maximum CPT (cost per tap). This value in SAO UI acts as a lever for Optimizer AI where you increase the value for scaling, or decrease the value, if you want to further reduce cost for non performing ad groups.

This will be zero in the case of new ad groups or ad groups with no recent historical metrics in the optimizer. This is the one value you should be cognizant of and you can increase this value higher if you want to scale your impressions. Even though our AI is capable enough to dynamically increase bids to an optimal value, we believe this value should be user's choice.

In the beginning, if you don't know what an ideal max CPT setting in SAO should be, you can start with 75% of your ideal cost per install. Then you can adjust the max CPT value based on impression share and results, where you can just increase max CPT for scaling without wasting ad spend as Optimizer AI takes care of keyword bid adjustment intelligently.

For optimization enabled ad groups in SAO, we recommend removing the "CPA Cap" (previously known as "CPA Goal") value in the Apple Search Ads ad group Settings. If you are interested in reasons behind it, here's some information.

How to Enable the Optimizer

In order to use AI Optimization for your ad groups, go to optimizer page in our UI. Select an ad group, set the max CPT, switch on "Enable Optimization," then click "Apply". That's it. Repeat this process for each ad group that you want optimized.

You also have the option to override the max CPT and optimization level per keyword by clicking on "Keyword Settings & Stats" or in the 'Scale ROAS/Events' section. You can also turn off optimization for specific keywords in the "Keyword Settings & Stats" section.

Simply scale up adgroups and keywords by increasing max CPT in the SAO dashboard. The optimizer AI works behind the scenes to scale up installs and goals with best CPA possible.

Similarly scale down adgroups and keywords by decreasing max CPT in the SAO dashboard.

How the Optimizer Works

- When you enable optimization for an ad group, our custom built Optimizer AI gathers all the relevant metrics, including metadata and historical performance, if any, associated with that ad group.

- SAO AI then calculates a dynamic optimal benchmark that decides if a keyword's bid should be increased or decreased, depending on several factors based on real time and historical data in your account.

- The bids can be increased to the maximum level set as the Maximum CPT for that ad group. So the max CPT amount you set also functions as a limiter for the bid amount.

- Ideally you should set the maximum CPT to a bit more than you are comfortable with as only good performing keywords can reach the the max CPT amount.

- If a keyword's bid is decreased due to bad performance, the Optimizer then reassesses the keyword's potential performance after an optimal cool off period.

- You have an option of setting an optimization level in the UI. That signals to the Optimizer how aggressively it should reduce spend on poorly performing keywords. Options include LOW, MEDIUM, HIGH and OFF with MEDIUM being the default.

- Our recommendation is to leave the default MEDIUM setting, and then change it later depending on your goal and results.

- The HIGH setting will optimize more for cost savings and could result in fewer taps and installs compared to the other settings.

- The LOW setting will optimize less for cost saving in favor of retaining taps and install. Even the LOW setting will reduce spend on very poorly performing keywords.

- The OFF setting essentially works similar to vanilla Apple Search Ads UI, where the max CPT is applied for the keywords and optimizer won't optimize regardless of performance. This can be a useful setting where you can utilize 'Scale ROAS' and 'Scale Events' features without the CPA optimization, especially for Brand keywords.

Scale ROAS and Scale Events

- When you have an attribution integration setup in SAO UI, you can utilize 'Scale ROAS' and 'Scale Events' (aka Custom Goals) features.

- For 'Scale ROAS' feature, you can then specify the settings for target ROAS, look back days and override max CPT and optimization settings. SAO AI will scale the keywords that are reaching these goals. You can decide on these settings based on your business KPIs and the ROAS information from the 'Insights' page.

- Similarly for 'Scale Events' feature, you can add the events names and target cost per event settings where the optimizer AI scales the keywords reaching these goals. You can find the event names (custom goals) in the 'Insights' page under Events view.

The override settings of max CPT and optimization is same for an ad group in SAO UI. You can start with a higher max CPT override and Optimization level 'OFF' for the 'Scale ROAS' and 'Scale Events'. Then you can adjust max CPT based on your impression share and results at a later time. If you want to further reduce cost per acquisition for keywords reaching Scale goals, you can utilize Optimizer AI by setting Optimization Level to 'LOW', 'MEDIUM' or for extreme cost savings, you can also utilize 'HIGH' level.

Tips and Troubleshooting

- For optimized ad groups, consider adding more relevant keywords. Because optimizer acts a shield against badly performing keywords, you can experiment with keywords for the adgroup without the worry of wasting your budget. You can find more keyword suggestions in the "Intel" page in our UI.

- You can view optimization stats by clicking on "Optimizer Results", here you can view recent history of keyword bid change automation that happened via optimizer AI.

- Consider increasing maximum CPT value in SAO optimizer UI as only good performing keywords can reach this value.

- If you have "CPA Cap" (previously known as 'CPA Goal') value in the Apple Search Ads ad group Settings. We recommend removing this value in order to allow optimizer AI function without throttling by Apple.

- If you are looking for helpful Apple Search Ads resources, you can get our free ebook here. .

- If you still are experiencing issues and problems, contact us from 'Account' - 'Help' section in your SAO UI.

- While SAO is a self service platform and we are not an agency, our goal and customer success policy is to make your app growth a successful endeavor and help you achieve your marketing goals with our breakthrough technologies, so please feel free to schedule a session where we can advice, guide and help regarding Apple Search Ads in your app growth journey.