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Acquisition Channel Opportunities: Apple Search Ads, Google Infinite Results, Twitter Multi-Destination Carousels

Hey guys. This week I've analyzed over 5,300 tech/marketing articles and identified 3 major updates that you can leverage to get more paying users:

1. Experiencing a drop in app installs since Apple's privacy change? Try Apple Search Ads

Apple’s advertising business more than tripled its market share in the six months after it introduced privacy changes to iPhones.

This was the gist of Patrick McGees research for the Financial Times on how Apple's privacy changes impacted Apple Search Ads.

Here's another interesting stat:

Search Ads now drives 58% of all iOS app installations that can be tied back to paid ads.

That’s more than three times its 17% share a year ago.

The reason for the Apple Search Ads rise: Apple's privacy ATT update caused a huge problem for other ad networks. The only network that still does accurate ad measurement is...Apple.

As a result, marketers are flocking to Apple and using their search ads.

The opportunity: When a large number of advertisers start to spend more money on something, it usually means that thing is working (or at least has the potential to work).

If you have an iOS mobile app and want to increase the number of installs, try experimenting with Apple Search Ads.

2. Being on the second page of Google might be worthwhile after this Google update

The update: Google has introduced continuous scrolling to Google Search for US-English results on mobile.

What is continuous scrolling: When you reach the bottom of a set of search results on your phone, you won’t have to tap to go to the next page. Instead, the next set of results will automatically load so you can continuously scroll down to see more information.

The opportunity: This change will undoubtedly cause more people look at "Page 2" of Google's search results (because they'll really have no choice, Google will load the results automatically).

As a result, if you rank on page 2, you should see an increase in traffic.

Also, being on the second page of Google's search results may be worthwhile now that these results "continuously load" and more people see them. If SEO was lower on your list of acquisition channels, you might want to move it up a few spots.

Like these insights? Get a list of 3 brand new acquisition channel opportunities each week to your inbox:

3. Twitter has made a change to allow you to promote up to six products with a single ad

The change: Twitter introduced multi-destination carousel ads.

A carousel ad is a group of swipeable posts (Twitter allows up to 6 posts).

Previously, if you wanted to create a carousel ad on Twitter, each post would take you to the same URL.

img

With this change, you can specify that each post in a carousel ad takes you to a different URL (thus the name, "multi-destination").

You can also change the headlines and landing pages for each post.

We took this for granted on platforms like Facebook, but now that Twitter has implemented it, it opens up some interesting possibilities.

The opportunity: With Twitter multi-destination carousel ads, you can effectively turn 6 ads into one.

This is useful if you're testing different features for your SaaS or mobile app and want to see which ones people like best.

It's also useful if you have a variety of offers/products/pricing plans that you want people to see all at once.

If you found Twitter ads to be too expensive, this could be the thing that pushes you from "too expensive" to "positive ROI."

  1. 1

    These 3 points are very important. If we talk about single SEO update, then that's good news for those who have website on 2nd, 3rd and 4th page.
    Let's see. And thanks for article, Darko. :)

  2. 1

    Isn't Apple creating a problem for others and then providing the solution a solid basis for antitrust lawsuits?

  3. 1

    Wow, with this Google update, page 2-3-4 will all be "page 1" basically. This could be huge. Wonder what the impact on search results/CTR will be.

    1. 1

      This really has the potential to be huge. Wondering if there are any usability studies/insights on what happened to other sites once they introduced infinite scrolling.

      1. 2

        Outbrain has a "Smartfeed" feature and they observed a 29% increase in CTR. Interestingly enough, the thing that increased the most here was the company's ad revenue, and Google prob did this for this very reason, to show more ads.

        1. 1

          Interesting. Thanks for sharing.

  4. 1

    Multi-destination carousels is a small change that can have a significant impact on someone on a budget. I see the opportunities here. Interesting.

    1. 1

      You mean multi-destination carousels?

      1. 1

        My bad. Fixed the post.

    2. 1

      Yes, you can essentially push up to 6 offers in 1 ad if you're smart. The compactness if the main advantage here.

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