What is Apple Search Ads?
Apple Search Ads (ASA) are paid advertisements that appear at the top of the search results page on the iOS App Store. According to Apple, they can help businesses promote their apps and grow their user base.
In a marketplace where the majority of users actively search for apps on the App Store, it can be beneficial to include ASA in a marketing strategy. However, it's important to consider if paying for ads is necessary, as organic search can also drive downloads for free. The average Cost per Tap for ASA is around $0.84.
Apple offers two options for ASA: basic and advanced. The basic option provides a simpler dashboard, while the advanced tool allows for more keyword choices and provides more detailed analysis of ad performance.
Why are Apple Search Ads important?
With iPhone devices accounting for a significant portion of the US smartphone market, Apple Search Ads can be a valuable tool for entrepreneurs looking to increase app discoverability and drive downloads. ASA placements are highly targeted, as they engage users who are actively searching for specific keywords.
Companies that use Apple Search Ads typically see a 50% increase in conversions compared to those who rely solely on organic searches.