Apple Search Ads have been a game-changer for app publishers and developers since their launch in 2016. While Android dominates the market with a 72% share, iOS holds a 27% share (Stat Counter). However, iOS users tend to spend more on applications and in-app purchases, making Apple Search Ads a valuable marketing tool for reaching this audience.
According to the AppsFlyer Performance Index, Apple Search Ads performed well in non-gaming apps, ranking third for retention. In the overall retention index for gaming and non-gaming apps, Apple Search Ads came in fourth. Among iOS users, it ranked second, just behind Facebook. In the gaming category, Apple Search Ads ranked sixth overall but excelled in retention for difficult games, taking second place. These rankings highlight the effectiveness of Apple Search Ads in retaining users after the initial install. The number of app installs for Apple Search Ads also increased by 34% compared to the previous index. In terms of producing paying customers, Apple Search Ads ranked third, after Google and Facebook, indicating that users gained through Apple Search Ads are likely to make purchases.
If you're looking for high-quality visitors and your monetization strategy relies on in-app purchases, Apple Search Ads can be a great option. With over 70% of App Store visitors using search to discover apps and 65% of downloads originating from the App Store search, Apple Search Ads offer a powerful marketing technique.
There are two versions of Apple Ads available: Apple Search Ads Basic and Apple Search Ads Advanced. The Basic version is easy to set up but has limited targeting options. On the other hand, the Advanced version provides more options for targeting and offers access to more detailed campaign performance data.
Apple Search Ads Basic is the simpler version of Apple Ads. It is designed for newcomers to mobile advertising and offers easy setup with minimal administration. With Basic, you only pay for installs, and there are no long-term commitments. The budget limit for Basic Search Ads is $10,000 per app per month, and new accounts receive a $100 credit for testing purposes.
Pros
Minimal administration required
Easy setup process
Pay only for installs
Knowledgeable automation
$100 credit for new accounts
Cons
No keyword refinement
No audience refinement
Budget limit
Limited number of apps that can be promoted
Limited access to Attribution API
Apple Search Ads Advanced is the more advanced and customizable version of Apple Ads. It provides additional options for targeting and allows for keyword refinement. With Advanced, there is no budget limit, and there are no restrictions on the number of apps that can be promoted. It also offers full access to the Attribution API.
Pros
Keyword refinement
Advanced targeting options
No budget limit
No number of apps limit
Full access to Attribution API
Cons
No new account credit
More complex setup
More time-consuming
Ad formats: Apple Search Ads support auto-generated ads that are created using the metadata, screenshots, and app previews provided on the App Store.
Targeting options:
Search Match (automatically matches the ad to relevant searches)
Keywords (choose your own keywords or use Apple's suggestions)
Customer Types (show ads to new customers, existing customers, returning users, users of your other apps, or everyone)
Demographics (gender, age-range)
Device Types (iPhone/iPad)
Locations
Setting up Apple Search Ads is relatively straightforward. You need to sign in with your Apple ID and select the app you want to promote if you have released it through the Apple Developer Console.
Setting up a campaign in Apple Search Ads Basic is simple. Select the countries or regions you want to target, set your monthly budget, and specify your maximum cost-per-install (CPI). Apple Search Ads Basic will handle the rest. You need to enter your payment method information, and if you have a $100 promotional credit, it will be automatically applied.
While the Advanced version has more stages than the Basic version, the process is still straightforward. Choose the app and the countries/regions where you want to advertise. Set your budget and daily cap. You can also set the highest price you are willing to pay for someone to tap your ad using the cost-per-tap pricing approach.
In this section, you can choose who sees your ads. You can schedule your ads, target specific devices (iPad or iPhone), and set the maximum cost-per-tap bid. It's important to establish your budget and calculate the percentage of potential app downloads before setting a maximum CPT bid. Apple provides a CPT recommendation, but the final cost will depend on the ad auction.
You can refine the audience by customer types, demographics, and locations. You can also choose from automatically generated ad sets or submit additional creative sets that match your ad group's theme or target audience.
iOS users tend to spend more on apps and in-app purchases, making Apple Search Ads a valuable tool to reach this audience. With Apple Search Ads, your app will be visible to users who are actively searching for apps like yours.
Apple Search Ads can improve your app's organic search results by boosting its app store rankings. This is because the App Store algorithm takes into account all traffic, including paid traffic.
Apple's App Store users are predicted to spend $112 billion on in-app purchases, subscriptions, and paid apps in 2022, compared to the $58 billion estimated for Google Play. This indicates the revenue potential of promoting your app through Apple Search Ads.
To maximize the effectiveness of your Apple Search Ads campaigns, consider following these practices:
Before launching a campaign, carefully review your app metadata in the App Store Connect. Customize your ads to highlight your unique selling points and make them more appealing to your target audience.
Choose keywords that reflect your app's unique selling points and will resonate with your target audience. Anticipate the searches of your audience to achieve the highest conversion rate.
Use negative keywords to exclude terms that are not relevant to your app. This helps ensure that your ads are displayed to the most relevant audience and reduces competition for your targeted ads.
Apple Search Ads offers broad match and exact match keyword options. Use exact match for more control over your ad impressions and to target users with high intent.
Create campaigns that target specific countries and regions based on their similarities. This allows you to optimize your campaigns based on specific criteria, such as language and customer value.
Be flexible and adjust your bids based on the performance of your campaigns. Apple's suggested bid amount can be used as a baseline, but ultimately, the bid amount will be determined by the competition in the ad auction.
Apple Search Ads offer a powerful way to reach iOS users and promote your app effectively. With their high-quality traffic and revenue potential, Apple Search Ads can significantly impact your app's success. Whether you choose the Basic or Advanced version, following best practices and optimizing your campaigns will help you achieve the best results. Take advantage of Apple Search Ads to accelerate your app's growth and reach a wider audience in the competitive app market.
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