When it comes to the Apple App Store, getting organic search results is just one part of the equation since there is limited space for search results.
To help users discover apps on the App Store, Apple Search Ads function similar to other keyword-focused search ads. Just like with Google or Amazon searches, when people search on the App Store, ads appear alongside relevant apps, appearing at the top of the results. However, Apple Search Ads are specifically related to apps. These ads are offered through an auction system, similar to Google and Amazon ads.
Unlike the "set it and forget it" approach, the Apple Search Ad strategy requires attractive ads that persuade users to take action, such as installing an app, even if you win the keyword bid.
Having a strong Apple Search Ads strategy can make a significant difference in appearing in the top results and getting noticed.
Here are some ways to elevate your Apple Search Ads strategy and create ads that drive action.
App Store users search differently compared to those looking for restaurants on Google or toasters on Amazon.
To develop an effective Apple Search Ads strategy, it's important to understand how app search differs. For example, App Store searches often rely on concise queries. Therefore, it's crucial to know which keywords are most effective, considering the limited number of words available.
While users may enter complete sentences in a Google search, App Store searches are more likely to be simple phrases like "grocery delivery."
Enhancing Apple Search Ads to drive action is another key step after considering the ways App Store customers search.
Creating relevant ads that feel urgent, such as considering seasonality, can increase their effectiveness.
Choosing keywords is not solely your responsibility. Apple Search Ads can select keywords for you using the Discovery feature.
This feature helps you understand what potential users are searching for when looking for similar apps. Search Match then finds users for your ads based on their queries. You can use keyword mining every two weeks to find new keywords to add to your lists while weeding out unreliable or ineffective ones.
While Creative Sets are helpful, ad variations based on unique product pages are even better. In the future, app marketers will have the option to create multiple versions of their product pages on the App Store, showcasing different features or content, instead of just changing the photos.
With up to 35 custom product pages per app, marketers using Apple Search Ads can assign any available ad variation to an ad group and modify that assignment anytime. Additionally, age, gender, geography, and keyword targeting are still available with Apple Search Ads ad groups.
Each custom product page has its own URL that can be shared externally in advertising and emails.
Running Apple Search Ads 24/7 may not be necessary for every advertiser. Dayparting allows you to run ads at different times on various days, ensuring your ads are shown when they are most needed. For example, a food delivery business can prioritize advertising on Friday nights.
Remember to create relevant ads that demonstrate value to new users. This essential search ads technique never changes. After all, getting your ad in front of users is only the first step. The ad must also be compelling and relevant to attract new users.
Mastering these techniques can help improve your performance with Apple Search Ads. However, a top-notch Apple Search Ads strategy requires excellent technology as its foundation.
Click here for more information on how we can help you maximize your Apple Search Ads strategy.
