Apple launched Apple Search Ads almost 10 years ago to help advertisers promote their apps within the App Store search results.
When users search for specific keywords, like "fitness tracker," they'll see relevant ads for apps that match that keyword. For instance, if you're searching for an app to manage your workouts, you might type "workout planner" in the search bar and see a list of relevant apps. The first ads that appear are Apple Search Ads.
Unlike display ads, Apple Search Ads are more subtle because users engage with them on their own terms, creating a native user experience.
So Apple Search ads provide a decent way to get users to try your mobile app. As a long term strategy, Apple Search ads may not be sustainable, but it's a good way to start your mobile launch. With that said, lets dive into the details of this Apple Search Ads tutorial.
Brand Protection: With millions of apps in the App Store, Apple Search Ads allow advertisers to bid on their company’s name, ensuring competitors don’t capture their potential users.
User Growth: Apple Search Ads provide access to a new user base beyond traditional channels like SDK networks and social media. These ads reach all Apple product users, not just iPhone users.
High-Intent Users: Users searching for specific apps are highly motivated and more likely to stick around if the app fits their needs.
One of the first decisions you’ll make is whether to run a Basic or Advanced campaign. Lets discuss the implications as part of this Apple Search Ads tutorial.
Apple Search Ads Basic: Runs on a cost-per-install (CPI) model. Apple’s AI handles keyword selection and targeting, making it a hands-off but less scalable option.
Apple Search Ads Advanced: Offers full control over your campaigns, including keyword selection, ad group definitions, and visual updates. It runs on a cost-per-tap (CPT) model, similar to cost-per-click, and allows for greater adaptability and scalability.
Advanced campaigns are divided into three tiers: campaigns, ad groups, and keywords. Lets explore what these are below.
Campaign Types:
Ad Groups: Control audience, max bid, and keywords within each campaign.
Apple's latest offering, Search Tab campaigns, suggests your ad before a user even searches for it. These ads run in any country where Apple Search Ads are available and operate on a CPT model.
Tracking the right Key Performance Indicators (KPIs) in Apple Search Ads is essential for measuring and improving campaign success. As part of this Apple Search Ads tutorial, lets cover some of the crucial KPIs to monitor:
The Apple Search Ads platform provides campaign-level reports where you can analyze metrics like CPI, cost per achievement, impressions, CPT, and more. But while analyzing those, keep these points in mind:
Align Metrics with Goals: Ensure your KPIs align with your business goals.
Regular Optimization: Continuously analyze and optimize your ads based on KPI data.
Budget Management: Allocate funds to high-performing campaigns and keywords.
For more details on tracking and optimizing these KPIs, visit the Apple Search Ads Help Center.
If you're already investing in Apple Search Ads, you might wonder if App Store Optimization (ASO) is still necessary. The short answer is: absolutely.
This Apple Search Ads tutorial wouldn't be complete if we don't explain why you should combine both strategies for maximum impact.
While Apple Search Ads can drive immediate results, combining them with a strong ASO strategy offers both short-term gains and long-term growth. By enhancing visibility, improving ad performance, reducing costs, and providing lasting benefits, ASO complements your advertising efforts and helps you get the most out of your marketing budget.
Creating Apple Search Ads can give your app a big boost in visibility, but to get the best results, you need to avoid some common mistakes. As part of the Apple Search Ads tutorial, lets look at the key pitfalls to avoid.
Apple Search Ads provide a good way to attract the right users for your mobile app, but is probably unfeasible as a primary growth driver in the long run.
If you have any questions about Apple Search Ads, then reach out to our team at ShoutEx.