Polarbeam Step by Step: Organic Cannibalization

Sometimes we see that while we are spending more money, and our paid traffic goes up, our total search funnel remains the same. This is an indicator that we are paying for traffic that we may otherwise have got for free. Check our guide on Cannibalization to learn more.

Using Apple Search ads can be a powerful way of boosting organic search app units. In theory, if we’re getting more downloads through paid search that should translate into improved Keyword ranking and a general increase in total app units via search. However, sometimes we see that while we are spending more money, and our paid traffic goes up, our total search funnel remains the same. This is an indicator that we are paying for traffic that we may otherwise have got for free.

Here’s our VP Consultancy and Product Marketing Esther Shatz explaining it more thoroughly:

And for the nuts and bolts, we have our Senior Client Services Manager Elad Baron spilling the tea:

About Esther Shatz
For some it goes: Moses -> the elders -> People of Israel. For most of us here it's simply: Everything that happens in the mobile world -> Esther -> Storemaven. When not on maternity leave, Esther is leading all consultancy and product marketing activities as Senior VP.

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