One of the important elements that can improve your ad performance is the app creative set. Our specialists will create optimized creatives that can increase your download rate with A/B testing.
Adjustments and new ideas will be made to the campaign strategy upon discussion with you on the findings. We will continue to monitor the metrics and performance to fine-tune the strategy.
One of the important elements that can improve your ad performance is the app creative set. Our specialists will create optimized creatives that can increase your download rate with A/B testing.
Adjustments and new ideas will be made to the campaign strategy upon discussion with you on the findings. We will continue to monitor the metrics and performance to fine-tune the strategy.
Apple Search Ads is a user acquisition channel for brands or businesses to reach relevant audiences for their app. With Apple Search Ads and PPC advertising (Pay-per-click advertising), marketers can significantly improve their visibility in the App Store. The highest bidder gets their ad placed on the results page for a specific keyword – highlighted in blue at the very top of the page.
Appearing first on relevant App Store pages is a valuable branding tool, putting your app ahead of your competitors even if they have effective App Store Optimization. However, this exposure is only as powerful as the strategy behind it: Apple Search Ads still requires marketers to bid on relevant keywords for their ads to convert users successfully.
There are two solutions available for an Apple Search Ads agency: Basic and Advanced. The Basic solution offers a simpler way to create App Store Ads, while the Advanced solution provides more options for advertisers to review and optimize their campaign strategy.
Apple’s algorithms determine the app's appearance on the App Store. Two factors affect app appearance in Apple Search Ads: bid amount and app relevance to keywords you bid for to reach the highest possible impressions, taps, and installs through App Store Ads.
According to Apple, 65% of all app downloads happen after a search on the App Store. Through Apple Search Ads, you can reach the audience with strong download intent by strategically bidding on the relevant keywords of the app. The platform operates on an auction pricing model where you are charged only when a user taps through to your App Store page.
Advertisers may sometimes confuse Apple Search Ads with Google App Campaigns due to their similar purpose of advertising apps.
Apple Search Ads are specifically designed for promoting apps on the Apple App Store. If an app owner or marketer wishes to advertise their app on the App Store, they must use Apple Search Ads. Google App Campaigns, on the other hand, are not limited to App Store Ads that can only be displayed on the Google Play Store. They can also appear on other Google platforms such as Google Search, YouTube, and the Google Display Network. Therefore, if an advertiser wants to promote an app that has been launched on the Play Store, it is highly recommended to choose Google App Campaigns to expand the reach of their app campaign.
Both Apple Search Ads and Google App Campaign have similarities in the way they operate, as they are akin to PPC advertising. For example, you will be able to set your target audience and may need to implement a keyword bidding strategy if necessary. Depending on your objectives, you may want to focus on maximizing install rates, driving in-app purchases, and so on. Each objective requires you to make varying bidding choices.
The main difference is that Apple Search Ads is a form of PPC advertising specifically targeted at iOS or Apple App Store users. According to official data from Apple, there are currently 1.8 billion actively used iOS devices. In other words, the Apple App Store is one of the largest app markets that you should not ignore when promoting your apps.
If you are interested in promoting your app through Google App Campaign or other forms of PPC advertising, please visit this page for more information or chat with us to learn more.
Apple Search Ads Basic
The Apple Search Ads Basic solution is more suitable for developers who want to manage or adjust their App Store Ads campaign. Unlike the PPC advertising model, the Basic solution allows you to create an ad that appears at the top of the App Store search results using the cost-per-install (CPI) model. With this solution, users only need to pay for installs at a cost they choose.
Although simple and straightforward, the Basic solution does not provide users with access to Apple Search Ads Campaign Management and keyword data. This means there is less information and control available to make adjustments or refine the keywords.
There is a limit on the number of apps you can promote with the Basic solution. The maximum monthly budget allowed is USD 10,000 per app for one month. In terms of accessing reporting features, Basic users can view data through a quick-view dashboard that provides metrics to measure the performance of their App Store Ads.
This solution is recommended for those who aim for high conversion rates with simplified settings and a fixed budget. By setting the campaign goal, Apple will utilize automation to target the audience and maximize performance, streamlining the process for users.
Apple Search Ads Advanced
Apple Search Ads Advanced solution is designed for marketing and business professionals of all levels. Developers, advertisers, and marketing personnel from agencies can choose this solution to run App Store Ads at the top of App Store search results or place it on the Search tab located at the top of the list of suggested apps.
With a cost-per-tap (CPT) model which is much more similar to PPC advertising, advertisers will only pay when an App Store user clicks on their ads, with no set maximum budget. The actual amount the advertiser has to pay will be the result of the second price auction.
Compared to the Basic solution, Advanced offers a higher level of control for advertisers. They can manage their campaigns using the Campaign Management API and access keyword data. This allows advertisers to optimize their keywords and adjust certain settings based on their strategy, providing greater flexibility. In terms of reporting features, the Advanced solution offers more detailed insights.
The Advanced solution is ideal for marketers who want access to marketing tools, the ability to choose keywords based on research and data, set or adjust their target audience for the campaign, and those who are familiar with PPC advertising. The increased freedom to refine campaigns provides more opportunities for marketers and advertisers to optimize, strategize, and control costs.
Among all acquisition channels, including PPC advertising formats and similar options, App Store searches have emerged as a major source of app installs. It holds significant value to appear in relevant App Store search results, even if your competitors have a strong and effective App Store Optimization campaign. Apple Search Ads have the potential to drive more installs. There is no better place to be seen than at the top of an App Store search.
Presenting your app to the right audience, who are actively seeking to discover new apps in the App Store, provides the smoothest way to explore and download an app.
While Apple Search Ads is indeed a great fit for generating exposure and popularity in the short term, it can also be utilized to initiate a successful performance campaign for your app, making it stand out from the crowd. When users search for an app, they are more likely to choose one that ranks higher in the search results, considering the almost 2 million available apps on the Apple App Store.
Therefore, utilizing Apple Search Ads can significantly increase the visibility of your app.
To maximize the opportunity and extend the exposure, it is important to take additional steps to enhance and prolong the impact. This is where ASO (App Store Optimization) comes into play, building upon the foundation laid by Apple Search Ads.
After attracting targeted users to click on the App Store product page, an optimized page with rich and precise content can effectively introduce your app to potential users, enticing them to download it. This can directly boost the conversion rate, elevate your app's ranking by generating more installs, and garner positive ratings and reviews. Outstanding reviews and high rankings also contribute to increased brand awareness, establishing a clear image of what the app offers.
In addition, the A/B testing function of ASO allows you to continuously optimize and improve based on what may have gone wrong with your original ad campaign. Overall, it can be an essential complementary practice for advertisers who use Apple Search Ads.
Although ASO is not a compulsory step for clients after running an Apple Search Ads campaign, it is still highly recommended for all app marketers.
Unlike App Store Optimization, Apple Search Ads is a relatively short-term strategy when it comes to app marketing. After setting up your ad budget, campaign goals, and ad location, and then your app will be immediately recommended by Apple in the app store. Therefore, if you are looking for a short-term boost of app visibility, Apple Search Ads might be a suitable strategy for your app.
Of course, you may need to wait until the end of the Apple Search Ads campaign for some performance indicators, such as app store review, installation rate, or ROAS. Therefore, continuous monitoring is important, although the Apple Search Ads of your app can be immediately displayed. If you tell us your goals, KPI, and expected budget, we can help you set up an effective Apple Search Ads campaign, monitor the ad performance, and provide comprehensive reports.
The cost of an Apple Search Ads campaign depends on your budget and the keywords you decide to use. The higher the competitiveness and volume of a keyword is, the more expensive the keyword will be if you want to use it for an Apple Search Ads campaign.
Therefore, if you want to achieve the best result with a reasonable budget, it is important to conduct keyword research and analysis carefully to avoid paying extra for inappropriate keywords. If you would like a detailed budget plan or keyword suggestion, feel free to contact us for a consultation.
GoGoChart offers a wide range of marketing services. To complement the Apple Search Ads campaign, we also provide App Store Optimization service to make the whole app marketing strategy more complete.
With our ASO service, we can help you enhance the performance of your app store listing, including titles, descriptions, visual creative assets, and so on. It is important to keep your app’s store listing optimized so that when users see it via Apple Search Ads, your app listing page can be attractive enough to drive traffic and downloads.
Therefore, Apple Search Ads campaign and App Store Optimization strategy complement each other to enhance exposure for your app. GoGoChart provides both services that can help your app stand out. contact us now for more details.
As long as you have access to your application's App Store Connect account, you can develop and run your own Apple Search Ads campaign there.
However, as an app marketing agency, we can provide you with more than just a campaign setup service. We help our clients build up an Apple Search Ads campaign from scratch. From researching keywords to competitor analysis, we can provide you with detailed and comprehensive insights and help you make the most reasonable decision.
As a performance-driven agency, we care about our clients’ growth and we will make sure your every spending on our ad campaign is worthy.