How to Utilize All 4 Apple Search Ads Placements to Amplify Your Campaigns

If you've been using Apple Search Ads for a while, you might think you've used all the keywords and growth opportunities. However, Apple has introduced three new ad placements besides the usual search results. This gives you more ways to expand your advertising efforts. To reach various people effectively, it's a good idea to use all the ad placements in both direct sales and brand awareness campaigns. Here are some simple suggestions to help you grow your campaigns with Apple Search Ads placements.   

Four Placements

1. Search Results Ads

These are the foundational element of your Apple Search Ads strategy, appearing at the top of App Store search results and triggered by user queries.

The intent level for this ad placement is very high. It targets people who actively open the App Store, type a search term, and hit search. These users are looking for apps to download. So, if your ad matches their search term and your app is relevant, you're likely to get traffic from it.

Search results ads appear right after a search, at the top of the search results as advertisements.

2. Search Tab Ads

Positioned at the top of the Suggested list on the Search tab, these ads are displayed before users enter a search query.

Official data says most App Store visitors search for apps. You can use Search tab ads to catch their interest just before they search.

But just because someone searches doesn't mean they'll choose your app. Still, since many App Store visitors search, using Search tab ads can help you reach a lot of people. This is especially useful since many downloads happen after a search. So, by using Search tab ads, you can expose more people to your brand.

3. Today Tab Ads

Located on the front page of the App Store, these ads prominently feature your app icon, name, and subtitle, gaining significant exposure.

The Today tab is the initial screen displayed upon opening the App Store. Hence, Today tab ads emerge as an excellent choice for those aiming to heighten awareness by showcasing their app to every user upon opening the App Store.

For those primarily focused on brand awareness and executing brand marketing campaigns, Today tab ads seamlessly align with their strategy. This placement facilitates brand exposure, fostering familiarity with the app and gradually driving installations.

As users encounter the app across various platforms such as search results, organic searches, the web, Instagram ads, or other channels, the groundwork laid through Today tab ads ensures that the app remains firmly entrenched in their memory. Through sustained brand awareness efforts on the Today tab, the app becomes synonymous with its brand, enhancing its visibility and recall among potential users. 

4. Product Pages Ads

These ads are displayed at the top of the "You Might Also Like" list on an app's product page, reaching users who are actively exploring and researching apps on the App Store.

When you run product page ads, you can choose specific categories or apps where you want them to show up. For instance, if your app is about travel, you can target other travel-related apps. This helps your app appear on product pages of various travel apps, giving you an edge through these ads.

Using product page ads also boosts brand awareness. You can reach your competitors' user base and make more people aware of your app in specific categories. These ads offer a special chance to target audiences and boost your brand's visibility in a competitive market.

Strategy 1: Increase Brand Awareness with Search Results and Today Tab Ads

If your app isn't well-known yet, you're probably focusing your budget on generic and competitor keyword campaigns in search ads, since they bring in high-quality users. To build your brand recognition and get more people searching for your app, you should also use ads in other spots, like the Today tab.

Starting ads on the Today tab can catch the attention of new users who haven't seen your previous ads. Over time, as more people know about your brand, you'll likely see an increase in the number of searches for your app, which can help your search ads perform better.

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Strategy 2: Drive Engagement with Product Pages and Today Tab Ads

Product pages ads target users who are actively looking for new apps and are so interested that they've scrolled to the bottom of the app page. These ads usually have a higher conversion rate because they reach users ready to download. To boost this rate even more, mix these ads with Today tab ads. When users see your app on the Today tab first, they'll already be familiar with your brand when they find your product page ad. The Today tab's high visibility helps with brand awareness and encourages more people to click on your product page ads.

Strategy 3: Optimize Costs with Search Results and Search Tab Ads

To save money, pair your search results ads with Search tab ads, which often have the lowest cost per install (CPI). If the high CPI of search results ads is too much, or you've used up your budget there, the Search tab can help you keep advertising and scaling without spending a lot.

This approach is particularly helpful for hyper-casual games, which need low CPIs to get new users and grow.

By using these strategies, you can take advantage of all the different ad placements Apple Search Ads offers and expand your campaigns effectively.

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Perhaps you would prefer to find a professional ASA expert to help you formulate your strategy, plan your advertising account structure, and ultimately achieve results. If so, please contact us. We are committed to customizing and managing effective advertising strategies for you, to maximize the achievement of your marketing objectives.