Nice article. Perhaps the reason that Apple is allowing competitor search ads on branded searches is because of this big problem of most searches being branded. Maybe they are working on a solution to overcome that now, but wanted to collect money in the meantime and couldn’t have done it without allowing branded ads.
Thanks for your thought, Rajesh.
You raise a challenge that many apps with fewer users will face to be sure. This challenge goes for not only ASO or A/B testing but also segmenting everywhere, across both paid (challenge: budget) and organic (challenge: volume).
Fascinating article Guy thank you for the thoughts!
I had also been trying to figure out how best to do data analysis for optimizations when I worked in PPC. Specifically I wanted to know what the required number of observed events was to reach a statistically significant conclusion that keyword A would produce a better CPA…