2021年搜索标签广告指标报告（英）-35页_12mb

Search Tab Ads Benchmarks Report 2021 Summary

Introduction

In May 2021, Apple introduced Search tab campaigns as a new ad placement in the App Store, allowing developers and marketers to reach users before they start searching. These ads appear above the suggested apps list and are available in 60 markets (excluding mainland China). SearchAdsHQ integrated this feature early and analyzed its performance across categories, countries, and regions from May to August 2021, providing insights into its effectiveness and cost trends.

Executive Summary

• Average Tap-Through Rate (TTR): 0.61%
• Average Conversion Rate (CR): 22.47%
• Average Cost per Tap (CPT): $1.27
• Average Cost per Acquisition (CPA): $5.66
• Average Cost per Mille (CPM): $7.73

Key Observations:

1. Higher TTR in certain categories: Lifestyle, Health & Fitness, Utilities, Productivity, Games, and Business had TTRs above the average, possibly due to the pandemic's influence on user behavior.
2. Lifestyle apps had the highest CR: At 52.75%, significantly higher than the average for Apple Search Ads (50%).
3. CPT decreased over time: From $3.85 in May to $1.27 in August, with Finance category showing the highest CPT.
4. CPA dropped dramatically: From $27.50 in May to $5.66 in August, indicating a strong cost optimization trend.
5. CPM also decreased: From $27.2 to $7.73, showing the channel's growing efficiency.
6. Spain had the highest CR: At 52.07%, reflecting its growing importance in mobile marketing.
7. High CPT and CPA in the US, GB, and Japan: These countries remained top markets in terms of cost.
8. CPM trends: GB, US, and Japan were top performers, with CPMs significantly lower than early data.

Search Tab Ads by Categories

Tap-Through Rate (TTR)

• The average TTR across all categories was 0.61%, comparable to other UA channels.
• Categories like Lifestyle, Health & Fitness, Utilities, Productivity, Games, and Business had higher TTRs, likely due to increased user interest during the pandemic.

Conversion Rate (CR)

• The average CR was 22.47%, lower than search results ads but improving over time.
• Lifestyle apps had the highest CR at 52.75%, indicating strong user engagement and conversion.

Cost per Tap (CPT)

• The average CPT was $1.27, down from $3.85 in May and $1.83 for search results ads.
• Finance had the highest CPT, likely due to increased competition in the cryptocurrency and trading market.

Cost per Acquisition (CPA)

• The average CPA was $5.66, down from $27.50 in May.
• Finance also had the highest CPA, with $11.50 in August, reflecting ongoing demand and competition.

Cost per Mille (CPM)

• The average CPM was $7.73, down from $27.2 at launch.
• Business and Entertainment had the highest CPMs, nearly twice the overall average.

Search Tab Ads by Countries and Regions

Tap-Through Rate (TTR)

• The average TTR across 15 countries was 0.72%.
• Non-native English-speaking countries (Russia, Spain, Italy, France, Germany, Portugal) had higher TTRs than the overall average.

Conversion Rate (CR)

• The average CR was 33.18%, with Spain leading at 52.07%.
• Russia also had a CR of 42.31%, indicating strong user engagement.

Cost per Tap (CPT)

• The average CPT across all countries was $2.20, down from $2.98 in early data.
• US, GB, and Japan had the highest CPTs, showing strong competition.

Cost per Acquisition (CPA)

• The average CPA across 15 countries was $15.15, down from $21.3 in early data.
• US, GB, and Japan had the highest CPAs, with Asia Pacific showing a significant spike in August.

Cost per Mille (CPM)

• The average CPM was $12.03, down from $27.2 at launch.
• GB, US, and Japan remained top performers, with Asia Pacific having the highest CPM in August.

Methodology

The report is based on aggregate data from apps using SearchAdsHQ for Search tab campaigns. Key metrics were calculated using the following formulas:

• TTR = taps / impressions
• CR = downloads / taps
• CPT = spend / taps
• CPA = spend / downloads
• CPM = spend / (impressions / 1000)

Key Trends

• Cost optimization was a major trend, with CPT, CPA, and CPM all decreasing significantly over the period.
• Lifestyle apps showed the best performance in both TTR and CR, likely due to the pandemic's influence on user behavior.
• Spain and Russia were standout markets with high CRs, indicating strong user engagement.
• Asia Pacific had the lowest CPT in July but spiked in August, possibly due to seasonal changes and increased competition.

Conclusion

The Search tab ad placement has shown promising performance and cost efficiency since its launch in May 2021. While early performance was underwhelming, the metrics have improved significantly, suggesting that the channel is becoming more attractive for mobile developers and marketers. With the right optimization and targeting, Search tab ads can be a valuable addition to an app marketing strategy.