In this episode of 3 MINUTES BULLSHIT WITH GEORGE, George Natsvlishvili is joined by Thomas Petit, Growth Consultant and Founder at @Thomasbcn. Thomasbcn is one of the top app growth consultants worldwide, providing great insights for mobile apps and games.
Thomas shares his experience as a Mobile Growth Expert about Apple Search Ads and Brand Traffic.
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00:15 Thomas’s Introduction
00:39 Apple Search Ads & Brand Traffic
Transcript & Key takeaways from the episode:
Misconception: People believe Search Ads can function as a standalone channel, but without the brand, it's ineffective.
One common belief is that Search Ads can function as an independent channel, but they rely heavily on brand presence. When the brand element is removed, the effectiveness and profitability of Search Ads diminish significantly.
Although it may appear insignificant in terms of expenditure and scalability, integrating it with the overall brand strategy is crucial. When searching for a brand, the prominence of ads occupies a significant portion of the results page.
Brand defense is crucial to prevent competitors from stealing your traffic. Paying for brand protection is a necessary cost for success.
George: I want to shoot one question to you. Question about Search Ads. Tell us the bullshit about Search Ads?
Thomas: The Bullshit people believe about Search Ads? I'm not sure it's gonna be only one answer then, because there are a lot of them. But the first one is that people think, like look at Search Ads as a channel by itself, but you remove the brand and the rest is crap. I mean one it's very little spend, it's not scalable, it's not as profitable but yeah, you blended with the rest of the brand and of course, the ads take half of the space when you look for the brand. So of course it's there. But I mean, every practitioner knows that it’s there but nobody says it out loud. It's kind of… I wish one day Apple would publish how much of the money they're making on this is coming from the brand and my guess is more than 50%.
George: Got it. So Search Ads is mostly a branding stuff
Thomas: It's brand defense and there are a lot of people who tell me they don't want to pay to actually buy their own traffic, but Apple did what Google did for 20 years: is that if you don't pay to defend your brand, somebody is gonna eat your lunch, you know? So yeah, I don't want to pay because the traffic will come naturally anyway. And then boom, you've got your direct competitor on top of you stealing all the work you did in the other channels. So kind of it's a tax. You have to pay for it. Otherwise, you don't want to play you lose. You want to play, you pay.
George: Yeah, so if you don't pay you're gonna disappeared on App Store.
Thomas: Pay to Play.
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