Apple Search Ads (ASA) is an advertising platform tailored for app developers and marketers to promote iOS apps within the App Store. It enables creating and managing campaigns with allocated budgets, ad groups, and targeted keywords. Using custom bidding strategies and the search match feature, ads are automatically aligned with relevant user searches. ASA supports audience targeting, ad scheduling, and multi-region promotions via customized App Store product pages.
How do Apple Search Ads work?
Apple Search Ads offers two advertising services level based on your level of expertise
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Apple Search Ads Basic
Apple Search Ads Basic automates campaign setup, keyword selection, and bid optimization, ideal for newcomers aiming for quick launches with minimal effort. It sets CPI goals and budgets, but provides limited targeting and optimization control.
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Apple Search Ads Advanced
Apple Search Ads Advanced provides extensive control and supports promotions across various App Store sections like search results, the Search tab, the Today tab, and product pages. It offers detailed performance metrics for deeper insights and optimization.
Promotion methods include Branded, Category, Competitor, and Discovery. Ads can appear in Search results, the Search tab, the Today tab, and on Product pages (You Might Also Like).
Furthermore, the only advertising platform that manages campaigns directly within the Apple App Store is Apple Search Ads. To put it simply, it lets your app get ahead in line. Put differently, interested viewers will see your app ad as the top search result, above any rival that ranks higher naturally. Given that 70% of users use search to discover new apps, you should make advantage of Apple Search Ads to increase your user base, generate more income, and succeed.
Several campaign types that Apple Search Ads Advanced offers:
Brand Campaigns: Focus on promoting your app name and protecting your brand. Use Exact Match keywords to target high-intent visitors already searching for your brand, ensuring high Tap Through Rates (TTR) and Conversion Rates (CVR).
Category Campaigns: Also known as Generic Campaigns, these use Exact Match keywords related to your app's category (e.g., fitness) to reach users searching for apps like yours. They generate high impressions due to broad audience targeting.
Competitor Campaigns: Target users searching for your competitors' apps by using Exact Match keywords that include competitor names. Aim to divert these users to install your app instead.
Discovery Campaigns: Use Search Match and Broad Match keywords to discover new relevant search terms and expand your app's visibility. High impressions are typical, so manage keywords effectively by adding negatives to refine targeting.
Campaign structure involves organizing ad groups to control who sees your ad and selecting appropriate keywords to match desired search terms effectively.
Conclusion:
Apple Search Ads is a crucial channel for increasing downloads and improving organic ranking on iOS. It's unique in its ability to promote apps directly within the App Store, making it invaluable for boosting brand awareness and driving downloads.
Apple Search Ads Basic simplifies campaign management, while Apple Search Ads Advanced offers more control. Choosing between them depends on your budget and resources. Always analyze your decisions to ensure they align with your goals, minimizing the risk of budget waste and optimizing results.
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