According to Apple, 70% of App Store users use search to discover new applications, and 65% of all app downloads occur directly from search results. This means that if you want to increase your visibility, traffic, and conversion rates, you need to optimize your advertising campaign in Apple Search Ads.

Apple Ads is an advertising service provided by Apple to promote mobile applications in the App Store. It offers developers and marketers the opportunity to increase the visibility of their software products, boost download numbers, and ultimately, grow revenue. Many marketers are already effectively harnessing the benefits of Apple App Store Ads for user acquisition and business growth. If you’re wondering how to promote your app or seeking new ways to do so, read on.

What is Apple Search Ads

Apple Search Ads (ASA) is a powerful advertising platform that allows developers to promote their mobile applications in the search results of the App Store. ASA ads appear at the top of search results, above organic results, when users search for specific keywords or phrases related to your app. This form of advertising helps you reach your target audience at the moment they are actively searching for apps.

Apple Search Ads encompasses:

• Keywords: Terms users search for when looking for specific apps.
• Ad Groups: These can be grouped in various ways to target specific audiences or demographics.
• Creatives: This includes your app’s icon, app name, and compelling ad text that grabs users’ attention.
• Bid Amount: The bid amount you set for each keyword during campaign setup.

App Store Ads operates on a “cost-per-click” (CPC) model, meaning you only pay when a user clicks on your ad. You set your budget and bid amount for each keyword and can adjust campaign settings at any time. The service allows you to track and measure the effectiveness of your ads using various metrics and reports.

Promotion Methods in ASA

Before setting up Apple App Store Ads to promote your mobile application, you need to define the main goal of your advertising campaign. Depending on your objectives and strategies, you choose the method for promoting your app:

To maximize the effectiveness of “Discovery” campaigns, you should add new keywords from the “Discovery” campaign as exact match keywords to the other three campaign types. Additionally, all keywords from “Branded,” “Category,” and “Competitor” campaigns should be added as negative keywords in the “Discovery” campaign.

Ad Placement Options in ASA

One of the primary advantages of Apple Advertising is intent-based search campaigns. However, it allows you to utilize various ad placement options within the Apple Search Network, such as:

• Search Results: This is the primary placement for Apple Search Ads Advanced, where you can reach users when they search in the Apple App Store. You select a set of keywords that enable the service to display your ad at the top, above organic search results matching the user’s query.
• Today Tab: This offers a fantastic opportunity to engage potential customers with attention-grabbing creatives. An ad appears after a user scrolls down on the “Today” tab and occupies approximately 50% of the visible screen space when displayed in full size. The ad showcases your specially designed product page, approved by the Apple team for this purpose.
• Apple Search Tab: This allows you to capture users who are about to perform a search in the Apple App Store. Your ad will be shown as the first app in the “Recommended” section.

Examples of ASA Ads

There are two types of search advertising ads in Apple Search Ads:

• Text Ads: These consist of the following components: app icon, app name, app subtitle, ratings (or App Store awards), text description, and, of course, the “Get” button.
• Creative Ads (similar layout to regular search results): These include the app icon, app name, app subtitle, ratings (or App Store awards), app preview, and/or screenshots, and, of course, the “Get” button.

With Apple App Store Ads, you can also create custom creative sets, which are combinations of App Preview videos and screenshots that adapt to different keywords, audiences, or locations. This is an excellent way to showcase more relevant and interesting ads to potential customers. 

Measuring the Effectiveness of Apple Search Ads

Gathering data on the attribution of iAd campaigns is key to better understanding which campaigns perform best, how much it costs to acquire users, and the revenue generated by those users, among other things. You can track and measure ASA results with the following metrics:

• Встановлення — найважливіший параметр, який показує кількість користувачів, які встановили ваш додаток після натискання на оголошення.
• Покази — кількість показів вашого оголошення в App Store. 
• Коефіцієнт переходів (TTR) — відсоток користувачів, які натиснули на оголошення після його перегляду. Високий показник TTR свідчить про те, що оголошення є релевантним і привабливим для цільової аудиторії. 
• Коефіцієнт конверсії (CR) — показує, чи люди, які торкаються вашої реклами, продовжують завантажувати програму. 
• Ціна за клік (CPT) — метрика середньої суми, сплаченої за кожен клік з оголошення. На ефективність та конкурентоспроможність рекламної кампанії вказує низький показник CPT.
• Ціна за покупку (CPA) — повідомляє, скільки ви платите в середньому за те, щоб користувач завантажив вашу програму. Щоб пошукова кампанія Apple була прибутковою, ваша CPA має бути нижчою за дохід, отриманий від кожної дії.
• Рентабельність витрат на рекламу (ROAS) — метрика доходу, отриманого від рекламної кампанії, на суму, витрачену на рекламу. Високий показник ROAS вказує на ефективність і позитивну рентабельність інвестицій (ROI).

Ці агреговані дані Apple Search Marketing допомагають визначити, які рекламні кампанії слід продовжувати, які вимкнути, а які масштабувати.

Особливості роботи з Apple Search Ads

Рівні роботи 

Apple App Store Ads offer two levels of operation for app developers: Apple Search Ads Basic and Apple Search Ads Advanced. The primary difference between them lies in the level of control and flexibility in managing and optimizing campaigns. Let’s delve into them in more detail.

• Apple Search Ads Basic: This is the simplest, automated version designed for those who are new to mobile apps and advertising. It’s easy to set up but comes with some limitations that may not suit all publishers. You only need to specify your app, a monthly budget, and a maximum cost-per-install (CPI). iOS Search Ads will automatically create and display your ads, and you’ll only pay when users install your app. Ads Basic allows you to track metrics and adjust your budget and CPI at any time.
• Apple Search Ads Advanced: This is the advanced level of setting up search ads for your app, offering more control and flexibility. Unlike the Basic version, ASA Advanced gives you full control over your app’s entire marketing campaign. It closely resembles ad networks, allowing you to select keywords and audiences for your ad displays and providing more metrics for campaign monitoring. With Advanced, you can choose keywords and audiences, and you pay for clicks on your ads, not just installations.

Payment Details

iOS Search Ads charges app developers only when a user clicks on their ad or installs their app, depending on the campaign type. The method and frequency of payment may vary depending on the level of operation and the invoicing organization for Apple Search Ads.

Payment for Apple Search Ads Basic is made using a Visa or Mastercard (including Apple Card) linked to your Apple ID. Funds are deducted either at the end of each month or when your monthly budget is reached, whichever comes first.

Apple App Store Ads invoices you based on various payment cycles depending on your level of operation and payment method. Your payment threshold is the maximum amount you can spend before charges are deducted, and it can change based on your payment history and credit limit.

Targeting in ASA

Apple Search Ads Advanced also allows you to target ads to users who may be interested in your products based on keywords, target audience, or location. You can select which keywords to bid on for your ads, set up targeting based on customer types, demographics, and location to narrow down your target audience. This enables you to align ads with user intent, segment your target audience, and deliver personalized ads to increase relevance and conversion rates.

In conclusion, Apple search advertising can be a highly effective way to promote your mobile apps in the App Store. By understanding the various campaign types, placement options, and targeting, and diligently monitoring and optimizing your campaigns, you can maximize the visibility of your apps and increase the number of downloads, ultimately leading to greater success in the competitive app market. If you want to set up Apple search advertising, please contact us at info@newage.agency