Executive summary · Section 5

5. Paid search

Google Ads device split (iPhone-first) and optional Apple Ads test.

5a. Google Ads: split by device, iPhone-first

Why split:

• Google Search can’t target iOS specifically, but it can target devices.
• Two campaigns let the phone searcher see “iPhone / camera roll” copy and land on an iPhone page, while desktop searchers see the Chrome path. This is message match, and it keeps Android phone searchers mostly self-selecting out (the headlines say iPhone).
• It’s a ⚑ structural change vs. the single “Procare search” campaign in ADS.md. Keywords, negatives and pins carry over.

Structure:

• Final URL suffix (both): utm_source=google&utm_medium=cpc&utm_campaign={_campaign}&utm_content={_adgroup}. Use custom parameters, or hard-code procare_mobile / procare_desktop.
• Don’t use the App Store URL as the Search final URL. A landing page keeps GA4 and pixels, the Android/desktop fallback, and Google’s landing-page quality signals. The page sends iPhone users on to the App Store with a campaign link (§12).

New exact keywords (M2 “iPhone”)

• [procare photos to iphone], [save procare photos to iphone], [save procare photos to camera roll]
• [procare app save photos], [download photos from procare app], [procare app download all photos]
• [save daycare photos to iphone]
• [kinderlime photos] (add to M1 and D1 too)
• Add [procare account deactivated photos] to M3 and D3.

Negatives

• Remove the broad app (it blocks the M2 queries).
• Add app login, app not working, teacher app, for providers, admin, kiosk, sign in, android, apk.
• android and apk go on the mobile campaign only: there’s no Android app, and the Chrome workaround is better served on desktop.
• Keep the rest of the ADS.md list.

RSA, mobile campaign

Headlines ≤30, descriptions ≤90; lengths checked. Pin H1 “Get Every Procare Photo” (yours), H2 “Straight To Your Camera Roll”, H3 “Refund Any Year You Don’t Use” (yours).

RSA, desktop campaign

Chrome secondary, iPhone as a bonus. Keep your live RSA from ADS.md (pins: Get Every Procare Photo / Full Resolution, Named By Date / Refund Any Year You Don’t Use; D1 “One click saves every photo…to your computer.”). Add:

Holiday RSA

• Headlines: “Originals For The Photo Book” (28), “Send Grandma Every Photo” (24).
• Description: “Get the originals of every daycare photo for this year’s photo book and holiday cards.” (86)

Trademark caution

• Bidding on “procare” is generally allowed. Ad text using “Procare” can be restricted if the owner complains.
• Keep one backup RSA per ad group with no “Procare” in it, e.g. “Every Daycare Photo, Saved” (26), “Save Every Daycare Photo” (24), “Daycare Photos To Your iPhone” (29), “Before Your Account Closes” (26).
• Optional trust description: “Not affiliated with Procare. It saves only what your own parent account already shows.” (86)
• Never “official”.

Extensions

• Sitelinks must stay on your domain, so there’s no direct App Store sitelink. Use “iPhone app” → /save-procare-photos-to-iphone, “How it works”, “Privacy”, “Leaving daycare?” (desktop: also “Chrome for laptops” → /download-procare-photos).
• Callouts: “Saves to your camera roll” · “Refund any unused year” · “Full resolution” · “Every child on the account”.

Conversions

• Primary: GA4 purchase (Stripe, desktop-heavy).
• Add appstore_click as a conversion for the mobile campaign (primary there until in-app purchases can be attributed) and cws_click as secondary for desktop.
• Switch to Maximize conversions at ~15 conversions/month per campaign (your threshold).
• Policy: keep MESSAGING.md §7 rules on both campaigns and landing pages (no “free”, “install”, “extension” on the mobile landing page either).
• Request re-review of “Approved (limited)”: / and /download-procare-photos are now clean.

Microsoft Ads: import the desktop campaign only (Bing traffic skews desktop), max CPC $0.20.

5b. Apple Ads ⚑ optional test

• The App Store search box is where an iPhone parent who just realized “I can’t save these” will look.
• Apple Ads reports taps and installs natively, with no extra SDK. That fits your no-third-party-SDK privacy stance.

Setup:

• Apple Ads Advanced, US, one campaign “Search – Procare photos”, Search Match off.
• Exact keywords:
  • procare photos, procare photo download, save procare photos
  • daycare photos, daycare photo download, save daycare photos
  • kinderlime
• Broad discovery ad group at a low bid to mine search terms.
• Do not bid on plain procare at first. It’s the parent app’s name; mostly navigational, so low conversion, and the most likely to draw a trademark complaint. Test it only after the core terms have data.
• Budget $1/day (≈$28/4 wks), within the $150 plan as described in §4. Judge on cost per install and on installs → licenses (App Store Connect proceeds by source, §12).
• Creative: default product page first. Later, a Custom Product Page (“Leaving daycare” screenshots set) for the leaving-daycare keywords.