Spotting the Danger of 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. Here's how to deal with this unwanted situation.
January 21, 2021
Elad Baron
Senior Client Services Manager

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. In other words: Welcome to Cannibal territory.

Esther Shatz, our VP Consultancy, explains how to identify that dangerous campaign that’s not only hurting you financially but also scaring your potential users away.

Plus, Elad Baron, our Senior Client Services Manager, takes you on a step-by-step tour of Polarbeam, showing you how to deal with this tricky situation.

Contact us at contact@polarbeam.io for any questions whatsoever.

About Elad Baron
Elad spends his life translating business challenges to tech solutions, and has been consulting for more years than he cares to admit for industry juggernauts of all sorts like Playtika, Teva, and David Lloyd. While Elad can list other fancy bio-relevant things (like his MBA and Honors BSC in computing), his daughters would like you to know that his language skills are adequate at best. When not working, child-rearing, or screaming obscenities at whatever team is playing against Chelsea, you can find Elad watching only movies with nauseatingly uplifting happy endings. It's not him in this picture.

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