February 22nd, 2021
It is a form of App Store Optimization (ASO) that helps app creators gain exposure through paid marketing to target users searching for keywords related to your app, directly from the App Store. Apple Search Ads complements ASO as they both require an app’s home page to be optimized to entice users to download the app.
There are some great advantages to investing some of your marketing budget into Apple Search Ads. One of those reasons is the high conversion rate that the platform can achieve. Apple advertises a 50% conversion rate while 65% of users who use the search function download the app they are searching for. These are numbers that most advertisers dream of as a 50% conversion rate is very high. That means that on average, globally, 50% of users who search for an app install the app after they find the right app. This metric is important because more downloads equals more users, which is the key factor in driving revenue from your app.
This brings us to another advantage of using Apple Search Ads which is the users it attracts. Apple search ads attracts organic, higher quality users than other sources typically do. These users are searching directly in the App Store for the keywords they’re looking for. These organic users that install an app with contextual intent often lead to longer-term value and conversions. In comparison to a user to installed the app through an advertisement on a different channel, the same intent may not be there and it becomes more difficult to encourage the individual to install or use the app.
As for the Apple Search Ads platform itself, it is straightforward and easy to use. Multiple keyword campaigns can be created for an app and you can set the budget at the amount you would like to spend on bidding. You can set a daily maximum budget so you don’t have to worry about overspending. Budgets are spent by placing bids on keywords so when people are using the search functionality, your app will appear higher up on the search results page. Apple will suggest bid ranges based on what other developers are bidding so you can see generally the amount the keyword is going for.
Exact match consists of terms that are associated to the app. Broad matches match search phrases to more general terms related to your app such as “travel”, so this way helps you reach a more general audience. Discovery campaigns can be helpful as it helps find keywords that are not obviously related to the app. Once found, these new keywords can be added to the exact match terms that will boost results.
Apple Search Ads is a great platform to add to your media mix strategy to increase downloads and active users. As part of your ASO strategy, it’s important to make sure your product page is high quality and intentionally designed to create an engaging experience for the user. Relevant metadata and creative mixed with an Apple Search Ads campaign can deliver excellent results and conversions for your app. The platform is easy to use and it will help you reach a wider audience while bringing in high quality, organic users. If you want to learn more about Apple Search Ads, they have a free certification program that will educate and prepare you for using the platform.
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