How to run Search Ads: #2 Optimize bids

Once you've collected some data it is time to separate profitable and not profitable keywords. For this, you can use the Reports tab on the ad group level for SKAG campaigns or the Keywords Optimization tab for regular campaigns.

Note: keyword level CPT bid has higher priority than ad group level CPT bid, but when you edit CPT bids on an ad group level in ASATools, there's an option to set ad group CPT bid for all keywords inside.

To manage your bids open ad group or keyword-level reports on the finance tab:

The most important parameters here are ROAS and Impression Share. If your goal is maximizing profit, you should find a balance where your impression share is high and your CPA is low enough.

While in Search Ads you are paying for taps, your place in the auction is calculated using eCPT which equals CPT x TTR:

Once you'll find high LTV keywords, you can adjust your app meta (title, subtitle, icon, screenshots) to maximize impression to install conversions for these keywords. It will lower your average CPT and improve your organic positions for these keywords. You can find your current TTR and CR in the Conversions tab.

For keywords with low LTV, it makes sense to leave a low CPT bid to keep them profitable. Your competitors may leave the auction and you will get installs for a good price.