An Apple Search Ad is the App Store’s native ad format that Apple makes available to app publishers. Search Ad advertising units show up as part of the App Store search experience. Search Ads are a great opportunity for users to discover your app while they are already in the mindset of seeking out a new app.

Types of Apple Search Ads Solutions

Apple Search Ads come in two flavors: Apple Search Ads Basic and Apple Search Ads Advanced.  

As the names suggest, Basic is designed for app publishers who want something more set and forget.  Advanced accounts offer much more granular control so they are better suited for large publishers, agencies, or developers who want maximum control.

You can use either solution using the relevant sign-in link.

Search Ads Basic

For Apple Search Ads Basic, Apple uses Search Match which automatically match your ad to search terms.  This dramatically simplifies setup time.

There are four steps to get started with Basic search ads:

1. Pick the app you want to promote
2. Select which countries and regions you want to promote in
3. Set a monthly budget (up to $10,000 per app)
4. Specify the maximum price you’re willing to pay for an install (max CPI)

Basic accounts don’t have any complex campaign management. There are no keywords to define, no audience targeting to manage. It’s a simple as setting a budget and max CPI.

To get started with Search Ads Basic sign-in here.

Search Ads Advanced

For Apple Search Ads Advanced, you are responsible for campaign management. In fact, Apple recommends Advanced accounts start with four campaigns reflecting different strategies:

1. Brand campaign - Search terms for your app or company
2. Category campaign - Search terms related to your app’s category
3. Competitor campaign - Exact keyword match of app’s like yours
4. Discovery campaign - Broad keyword match to attract a wider audience

The steps to create an Apple Search Ad Advanced campaign are more involved:

1. Pick the app you want to promote
2. Choose the ad unit type (Search results or Search tab)
3. Set a campaign budget (total, time period, daily cap)
4. Create an ad group
5. Whether to use Search Match (Search results ad type only)
6. Select keywords
7. Refine your audience (by device, customer type, demographics, location)
8. Set the campaign start and end date
9. Specify the times and days to run the ads
10. Choose an ad variation (Search results ad type only)

Within each of these steps is a whole lot of additional steps and configurability that we will cover in an article all about Apple Search Ads Advanced usage. Until then, let’s look at the possible ad units.

To access Search Ads Advanced sign-in here.

👉Read more: Driving Customer Retention and Revenue with Cohort Analysis

Types of Search Ad Units

There are two types of Apple Search Ads: Search tab and Search results.

Ad Unit: Search Tab

The Search tab ad unit, if available, shows up as the top item under the Suggested apps list. This is an extremely prominent placement since millions of users visit the App Store’s Search tab every day.

A user may see this  Apple Search Ad format before they type a search term into the search bar.

Ad pricing for the Search tab unit is based upon a CPM (cost-per-thousand impressions) model where you specify the maximum amount you’re willing to pay. The actual cost is the result of a second price auction. This means you pay based upon what the next closest bidder is willing to pay.

Since this is such a prominent placement, it is attractive to apps with wide appeal. App publishers must be willing to spend real dollars to see impressions.

Search tab units are created using assets also provided to the App Store for your product page. The ad unit looks just like the other Suggested apps in the list, except the row has a light blue background with a small ad badge.  

Since Search tab ads show up before the user has typed in the search bar, no keywords are needed to setup this ad type. In addition, you cannot create an Apple Search ad variation since this ad type is automatically build by the App Store using your app icon, app name, and app subtitle.

Search tab ads are only available to Apple Search Ads Advanced accounts.

Ad Unit: Search Results

The Search results ad unit is based upon what a user actually searches for. For example,  if a user searches for recipes, the first app in the list is a Search result ad. Like the Search tab unit, the item looks just like a normal search result except for the light blue background and ad badge.

After a user searches for a term, the App Store may surface related search terms. If a user taps on the refined keyword, a different Search Result ad may appear.

A Results ad is priced based upon a CPI (cost per install) model.  For Apple Search Ads Basic accounts, Apple will automatically figure out which users to put your ad in front of based upon your app metadata. For Apple Search Ads Advanced accounts, you have more control over which keywords your ad can be shown for.

👉How to Optimize Your Subscription Apps

Final Thoughts

Creating your first Apple Search Ad is just the start. Once you start promoting your app, it’s important to tracking your ad performance so you can tune and improve your ROAS (return on ad spend). That’s where we will pick up in the next post in these series.

Until then, happy app building!

       

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According to app economy research firm SensorTower, App Store apps will generate more revenue than games in direct consumer spend by 2024.

The report, 2021-2025 Mobile Market Forecast, forecasts that apps will reach $86 billion and $107 billion in consumer spend by 2024 and 2025 respectively.

This is a significant development since games have long held the leadership position in App Store consumer spending.

Direct consumer spending on the App Store includes paid downloads, in-app purchases, and in-app subscriptions. Importantly, the adoption of and growth in in-app subscriptions is seen as the major driver of why apps are growing faster than and ultimately overtaking games in consumer spend.

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One might think that the subscription growth is coming from a few specific categories such as Entertainment with the proliferation of streaming services. The split of in-app purchase vs. subscription revenue within a number of categories tells a different story.

While not all categories have adopted subscriptions as widely, all categories are seeing increased subscription share.

‍

For apps that have not yet made the move to subscriptions, Nami can help you get to market faster. If you're already in market, but looking to optimize subscription revenue or elevate your subscriber experience, we have you covered.

👉Read more: 7 Numbers Driving the Global Subscription Economy

‍

Nami co-founder & CEO Dan Burcaw joins the Automate & Grow podcast to talk about how Nami is helping app developers start and grow mobile subscription businesses.

Here is the episode synopsis:

Dan has founded four companies each on the forefront of a major technology wave: open source software, the smartphone, cloud computing, and now machine learning. He founded and exited two companies in the mobile space which built and powered mobile applications for major professional sports leagues, news broadcasters, and airlines. He now leads Nami ML, a company focused on helping app developers start and grow mobile subscription businesses.

Listen on Apple Podcasts or on the episode page.

👉Rewarded Video in Subscription Apps

‍

‍What Causes Error Code 0?

Error Code 0 usually arises from unexpected behavior in the StoreKit framework, particularly in sandbox environments where test conditions differ from production. Common causes include network issues, incomplete test account setups, or issues within the app’s configuration in Xcode or App Store Connect. Recognizing these causes helps developers troubleshoot setup errors and ensure stable testing conditions.

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Common Scenarios for Error Code 0 - Unknown Error

This error is frequently encountered in the following scenarios:

1. Testing in Sandbox Environments: Sandbox environments may produce this error due to test account limitations or incomplete StoreKit setup.
2. Incomplete Configuration in Xcode: Misconfigured provisioning profiles or entitlement files in Xcode can cause this error.
3. Network Instability: Testing under unstable network conditions can interrupt StoreKit processes, resulting in Error Code 0.
4. Test Account Issues: Issues with sandbox test accounts, such as incorrect settings or expired test sessions, can cause this error during in-app purchase testing.

Step-by-Step Solutions for Error Code 0

Solution 1: Verify Sandbox Account Setup

• Purpose: Ensures that the sandbox test account is properly configured and active.
• Steps:

1. Log out of any existing Apple ID on the test device.
2. Log in with a sandbox test account in Settings.
3. Retry the in-app purchase to confirm proper sandbox functionality.

• Result: Ensures sandbox account stability, minimizing unexpected errors during testing.

Solution 2: Review StoreKit Configuration in Xcode

• Purpose: Verifies that all provisioning profiles, entitlement files, and App Store configurations are correct.
• Steps:

1. Open the project in Xcode and go to the Signing & Capabilities tab.
2. Ensure that the entitlements file is correctly configured for StoreKit permissions.
3. Confirm that the correct provisioning profile is selected and valid.

• Result: Proper StoreKit setup in Xcode prevents configuration-related errors.

Solution 3: Check Network Connection on Testing Device

• Purpose: Ensures a stable network environment for StoreKit, which requires a reliable connection to communicate with Apple’s servers.
• Steps:

1. Connect to a stable Wi-Fi network or test on a reliable cellular network.
2. Retry the in-app purchase flow with the stable connection.

• Result: Testing with a stable network connection reduces errors due to connection interruptions.

Solution 4: Clear App Cache and Restart Testing Device

• Purpose: Resets the app’s data and device cache to resolve cached errors that may interfere with StoreKit.
• Steps:

1. Delete and reinstall the app on the test device to clear cached data.
2. Restart the test device to reset its memory and network connections.
3. Log back in with the sandbox account and test the purchase flow again.

• Result: Refreshing the app data and network settings can resolve unknown error messages.

Solution 5: Contact Apple Developer Support for Persistent Issues

• Purpose: Provides additional insights or fixes for unknown errors that persist despite troubleshooting.
• Steps:

1. Document all troubleshooting steps and configurations.
2. Contact Apple Developer Support and provide relevant details about the error and test environment.

• Result: Apple’s support team may offer additional guidance specific to unresolved StoreKit issues.

Conclusion

Error Code 0 - Unknown Error on Apple’s App Store typically arises from sandbox testing issues, network instability, or configuration problems in Xcode. By following these steps—verifying sandbox setup, checking StoreKit configuration, ensuring a stable network, refreshing app cache, and contacting support—developers can effectively troubleshoot and resolve this error.

With Nami’s low-code solutions, you can avoid these setup issues, as Nami manages in-app purchases for seamless integration. Find out how at NamiML.

‍

‍What Causes Error 403?

Error 403 usually results from a permissions conflict or non-compliance with Apple’s guidelines. This can happen if the app’s metadata, screenshots, or required permissions are not configured according to Apple’s standards. Additionally, the error can be triggered if there are restrictions related to specific app features, like in-app purchases, that require explicit approval or validation in App Store Connect.

Understanding these causes can help developers ensure compliance and proper configuration, avoiding potential submission delays.

‍

Common Scenarios for Error 403 - Forbidden

This error commonly occurs in the following situations:

1. Non-Compliance with App Store Guidelines: Submission fails if the app’s metadata or functionality does not meet Apple’s guidelines.
2. Missing Required Permissions: Error appears when permissions for specific features (e.g., location, camera access) are not included or configured correctly.
3. Incorrect In-App Purchase Setup: The error may arise if in-app purchases or subscriptions are configured improperly in App Store Connect.
4. Geographic Restrictions: Attempting to submit an app with location-based restrictions without setting up proper configurations.

Step-by-Step Solutions for Error 403 - Forbidden

Solution 1: Review and Comply with App Store Guidelines

• Purpose: Ensures that all app metadata, features, and configurations align with Apple’s standards.
• Steps:

1. Review App Store Guidelines carefully, especially sections related to restricted features or app content.
2. Make sure your app’s metadata (descriptions, screenshots, keywords) aligns with these standards.
3. If needed, update the app’s content or functionality to meet compliance.

• Result: Ensuring compliance can eliminate potential rejections based on guideline violations.

Solution 2: Set Up Permissions Correctly in Xcode and App Store Connect

• Purpose: Ensures all required permissions are correctly set up, allowing Apple to approve sensitive or restricted features.
• Steps:

1. In Xcode, navigate to your project settings and verify that all required permissions (e.g., location, microphone) are configured in Info.plist.
2. In App Store Connect, go to your app’s App Information and confirm that any additional permissions are selected as needed.

• Result: Configuring permissions properly allows Apple to approve the app without additional permission errors.

Solution 3: Verify In-App Purchase and Subscription Setup

• Purpose: Ensures that all in-app purchases and subscriptions meet Apple’s requirements and are configured correctly in App Store Connect.
• Steps:

1. Go to App Store Connect and navigate to In-App Purchases.
2. Confirm that each in-app purchase or subscription product is correctly listed, with accurate product IDs and pricing.
3. Check that any subscription features or renewable items are in compliance with Apple’s policies.

• ‍Result: Ensuring correct setup of in-app purchases can reduce submission rejections based on this common error.

Solution 4: Configure Geographic and Regional Restrictions

• Purpose: Ensures that the app’s geographic availability settings align with Apple’s regional restrictions.
• Steps:

1. In App Store Connect, go to the Pricing and Availability section.
2. Confirm that your app is available in the intended regions and that any regional restrictions are correctly configured.
3. Save changes and reattempt the submission if necessary

• Result: Proper regional configuration reduces conflicts and avoids 403 errors due to unsupported regions.

Solution 5: Contact Apple Developer Support if Issue Persists

• Purpose: For persistent cases, contacting Apple’s support team can provide specific insights into the rejection.
• Steps:

1. Document all the troubleshooting steps taken so far.
2. Reach out to Apple Developer Support and provide relevant details.
3. Follow any additional guidance provided by Apple’s support team to correct the issue.

• Result: Apple’s support team can provide tailored guidance to ensure the app meets all necessary requirements.

Conclusion

Error 403 - Forbidden often results from non-compliance with Apple’s guidelines, missing permissions, or incorrectly configured app settings in App Store Connect. Following these steps—reviewing guidelines, setting permissions, verifying in-app purchases, and configuring geographic restrictions—can resolve the issue and improve the app’s chances of successful submission.

With Nami’s low-code solutions, developers can avoid these configuration hassles and rely on Nami to streamline in-app purchase setups, allowing you to focus on core app features. Learn more about simplifying your app deployment at NamiML.

‍

Imagine a business that grows exponentially, fueled by its own customers. That's what a growth loop does. By understanding how to create and optimize such growth loops, you can unlock significant business growth.

Simply stated, a growth loop is a cyclical process to acquire new customers, retain existing ones, and drive revenue growth. It's essentially a virtuous cycle where each stage feeds into the next, creating a self-sustaining system. A successful growth loop involves identifying key touchpoints in the customer journey and optimizing each step.

Cohort analysis is a powerful strategy that helps businesses understand how different groups of customers behave over time. In the context of subscription growth loops, it plays a crucial role in helping product marketers and app growth managers identify patterns, measure retention, and optimize customer journeys. By analyzing cohorts, businesses can pinpoint areas for improvement, increase customer lifetime value (CLTV), and ultimately drive sustainable growth.

Understanding Cohort Analysis for Subscriptions

Cohorts are groups of customers with something in common, like say, the month someone subscribed to your app. By tracking cohorts over time, you can get some really critical and cool insights into customer behavior.

For instance, you can find out what different groups or cohorts like to engage with, why they keep coming back to your app (or don't), and if they make additional purchases or upgrade to a higher subscription tier.

Key elements of cohort analysis

• Cohort definition: Determine the criteria for grouping customers (e.g., sign-up date, plan type, acquisition channel).
• Cohort metrics: Select relevant metrics to track (e.g., retention rate, churn rate, average revenue per user (ARPU)).
• Cohort analysis period: Define the timeframe for analysis (e.g., monthly, quarterly, yearly).
• Visualization: Create clear and informative visualizations to represent the data (e.g., cohort tables, retention curves).

Key subscription metrics to track with cohort analysis

To effectively utilize cohort analysis, understand, track, and analyze these key subscription metrics:

• Monthly Recurring Revenue (MRR): The total recurring revenue generated within a month.
• Annual Recurring Revenue (ARR): The total recurring revenue generated within a year.
• Churn: The rate at which customers cancel their subscriptions.
• Customer Lifetime Value (CLTV): The total revenue a customer generates over their lifetime.
• Average Revenue Per User (ARPU): The average revenue generated per customer.

👉Read more: How to Optimize Your Subscription Apps

Leveraging Cohort Analysis for Subscription Growth

With cohort analysis subscription businesses can uncover hidden growth opportunities. Here are some key areas you can focus on to drive that growth –

High-growth cohorts:

Analyze cohorts with exceptional growth rates to understand the factors driving their success. Begin by understanding the common characteristics of high-growth cohorts, such as demographics, acquisition channels, purchase behavior, or engagement levels. Map the customer journeys of such cohorts to identify key touchpoints and moments of truth that contribute to their success. Once you've done this, you can then tailor marketing campaigns and messaging to target similar audiences and replicate the factors that led to high-growth cohorts' success.

Low-performing cohorts:

Identify areas for improvement by analyzing cohorts with lower-than-expected performance. To do this, use customer feedback from your customer support and customer experience teams as well as product data analysis to identify the challenges and pain points faced by low-performing cohorts. Develop strategies to address the specific needs and concerns of these cohorts, such as providing additional support, improving onboarding processes, or offering tailored promotions. Continuously monitor the performance of low-performing cohorts and you can adjust your interventions as needed to drive improvements.

Improving Subscription Retention Using Cohort Analysis

Understanding churn patterns is essential for improving the retention of your subscribers. By analyzing churn rates for different cohorts, you can identify which specific customer segments are at risk of churn and tailor retention strategies accordingly. Key areas to explore include:

• Churn by acquisition channel: Identify channels that acquire customers with higher churn rates.
• Churn by plan type: Analyze churn rates for different subscription plans.
• Churn by customer tenure: Identify patterns in churn based on how long customers have been subscribed.

Implementing retention strategies

To retain subscribers and mitigate the risk of churn, consider the following strategies:

Reach out before it's too late

• Know your customers: Use cohort analysis to spot subscribers who might be thinking about leaving.
• Show you care: Send them a personalized message that shows you understand their needs and want to help.

Give them what they want

• Know what interests your subscribers: Understand what each customer is into.
• Offer the right stuff: Suggest products or content they'll love and want to keep their subscriptions for.
• Make it personal: Surprise them with recommendations that feel like they were made just for them.

Bring them back to the fold with win-back campaigns

• Know your churners: Figure out why your subscribers left and what made them tick.
• Create a comeback offer: Make them an offer they can't refuse, tailored to their specific needs.
• Speak their language: Use words and phrases that resonate with them to bring them back on board.

Dig deeper into customer behavior with product usage analysis

• Look at how they use your app: Watch how your customers use your product.
• Spot trouble areas: See if there are features or missing workflows in your apps or portal that might be causing them to leave.
• Make things better: Fix problems and improve features that keep them coming back.

Keep them hooked with sticky features

• Find what sticks: Use cohort analysis to figure out what keeps customers coming back.
• Make it even better: Improve those features or create new ones that'll keep your users hooked.

👉Read more: Top Reasons Users Cancel Your Subscription

Optimizing Subscription Revenue

Effective pricing is crucial for maximizing subscription revenue. Cohort analysis provides valuable insights to inform advanced pricing strategies:  

• Dynamic pricing: By analyzing customer behavior within cohorts, businesses can adjust prices in real time based on demand, competition, and customer segmentation. For example, a streaming service might offer time-limited discounts to specific cohorts to attract new subscribers or retain existing ones.
• Tiered pricing: Cohort analysis helps identify optimal price tiers by analyzing how different customer segments value the product or service. For instance, a SaaS company could create tiered pricing plans based on usage, feature set, or customer lifetime value.

Cohort analysis and Customer Lifetime Value (CLTV)

Predicting CLTV is essential for making informed business decisions. Cohort analysis plays a crucial role in this process:  

• CLTV estimation: By tracking revenue and churn rates for different cohorts, businesses can estimate the expected lifetime value of customers. This information helps allocate resources effectively and prioritize customer acquisition and retention efforts.
• Identifying high-value customers: Cohort analysis can identify high-value customer segments based on factors such as purchase frequency, average order value, and churn rate. These insights help businesses focus marketing and upselling efforts on customers with the highest potential CLTV.  
• Optimizing customer journey: Understanding how customer behavior evolves within different cohorts can help optimize the customer journey and increase CLTV. For example, identifying the point at which customers are most likely to churn can trigger targeted retention efforts.

By leveraging cohort analysis to inform pricing strategies and CLTV predictions, businesses can significantly enhance their revenue generation capabilities.

Common Challenges In Cohort Analysis and Solutions

While cohort analysis is a valuable tool, it's essential to be aware of potential challenges and how to overcome them:

• Data quality: Ensuring data accuracy and completeness is crucial for reliable analysis. Implement data cleaning and validation processes to maintain data integrity.
• Cohort size: Small cohort sizes can lead to unreliable results. Combine similar cohorts or extend analysis periods to increase sample size.
• Analysis complexity: Cohort analysis can become complex with multiple dimensions and metrics. Prioritize key metrics and use visualization tools to simplify analysis.
• Tool limitations: Some analytics tools may have limitations in cohort analysis capabilities. Consider investing in specialized tools or working with Nami ML to manage your subscription businesses more effectively.

Practical Applications of Cohort Analysis for Subscription Businesses

To illustrate the power of cohort analysis, let's explore how businesses in different industries can utilize it.

• SaaS company: A SaaS company can analyze cohorts based on acquisition channels (organic, paid, referral) to identify the most profitable customer segments. By understanding how different channels impact customer lifetime value (CLTV), the company can allocate its marketing budget more effectively.
• Streaming service: A streaming service can analyze cohorts based on subscription tier (basic, premium, ad-supported) to optimize pricing and packaging. By comparing churn rates and revenue per user for each tier, the service can make data-driven decisions about pricing adjustments or new tier offerings.
• E-commerce subscription box: An e-commerce subscription box company can analyze cohorts based on customer demographics (age, gender, location) to tailor product offerings and marketing campaigns. By understanding the preferences of different customer segments, the company can increase customer satisfaction and reduce churn.

Cohort Analysis Forms the Backbone of Growth Loops

Cohort analysis helps you understand your customers, find ways to grow, and make your business more profitable.

By watching how your customers behave, you can keep them around longer, make more money from each customer, and find the right price and features for your products

Armed with all this data, businesses can create feedback loops that drive continuous improvement and growth. From identifying high-growth cohorts to addressing the frustrations of low-performing cohorts to improving customer retention to optimizing pricing and packaging, all of this can be used by subscription businesses to create a virtuous growth cycle.

If you want to know more about managing your subscriptions more effectively, please connect with Nami ML.

       

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