Apple Music Consumer Acquisition
Craft a lead generation strategy for Apple Music to attract users to the service utilising a monthly budget of £300k with a CPL target of £50 for non-brand activity. Ensuring maximum visibility on brand keywords.
01
Key Considerations
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Account Structure: Ensuring account structure is easy to navigate and optimise towards client KPIs
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Match Types: Selection of relevant keywords ensuring maximum visibility on brand keywords and ensuring coverage on non-brand activity
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Audience Strategy: Defining the target audience, their objectives, and key objectives
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Bidding Strategy: Ensuring the activity remains competitive and within the target CPL.
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A/B Testing: Identifying opportunities for growth and improved efficiencies
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Channel Collaboration: Collaboration with another channel/team to achieve a shared goal.
02
Account Structure
The proposed account structure prioritises both brand awareness and targeted performance focused campaigns.
The "Brand" campaign focuses on maximising visibility for relevant brand keywords utilising bidding strategies such as target-Impr. Share%.
Within the "Non-Brand" structure, we'll create sub-campaigns segmented by lead type (free trials, student offers) and location.
This granular approach allows for optimised bids and ad copy based on specific goals and audiences.
03
Keyword Approach
The proposed keyword strategy leverages a mix of match types for optimal reach and control. For brand terms, we'll utilise broad match to ensure maximum visibility.
Within non-brand campaigns, phrase match captures users actively researching music streaming services. Exact match targets users with high purchase intent (e.g., "Apple Music student discount"). Broad match modifier allows us to capture variations of relevant searches while maintaining control over targeted traffic.
04
Audience Strategy
Leveraging Google Ads' powerful audience targeting features to reach the most relevant users. Demographic targeting allows us to focus on users most likely to subscribe (e.g., young adults with an interest in music).
In-market audiences target users actively researching music streaming services.
Customer Match lets us retarget website visitors who haven't converted yet. Finally, similar audiences help us expand our reach to users with similar characteristics to our existing customer base.
05
Bidding Strategy
The proposed bidding strategy of target CPA would prioritises achieving the £50 lead target. My suggestion was to utilise this bidding for campaigns with clear conversion goals.
Additionally, to ensure maximum visibility for brand keywords, utilising a bid strategy of target impression share percentage would ensure coverage and act as a preventative measure against competitors looking to convert potential consumers searching for Apple Music brand keywords.
06
A/B Testing
A/B testing is crucial for ongoing optimisation. My suggestion was to continuously test different ad copy variations (headlines, calls to action), landing page variations (design, offers), and targeting options (demographics, audiences).
By analysing data and identifying the best performing elements, this will ensure the campaigns deliver the highest conversion rates.
07
Channel Collaboration
To maximise reach and capture users beyond search, I proposed collaborating with the Display and Social channels.
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Social would allow us to build lookalike audiences similar to the product purchasers and further expand the target audience outside of those actively researching music streaming providers.
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Display would enable more speculative marketing via in-market and custom intent audiences. Additionally, utilising remarketing strategies via display channels is something I have seen great success with for lead generation in the past.
Conclusion
Conclusion:
By implementing this data-driven paid search strategy, I was confident in maximising lead generation for Apple Music within the set budget and CPA target. I believe that a key consideration required when building a campaign strategy is to always ensure that the quality and quantity of your data stays consistent. CPL is a great KPI (key performance indicator) to optimise to when crafting a campaign strategy, however, CPL is irrelevant if the leads are not high quality and regularly reviewed & optimised to ensure they are delivering tangible results.