How Apple Search Ads Boost App’s Visibility & Growth?

Rohan Mathew

Updated on:

Apple is continually growing and developing, so it should come as no surprise that the recent launch of Apple’s search ads helps digital marketers and mobile app marketing companies to reach a wider audience. App Search does not miss the ads. It is located between online advertising and online stores. You can see how it works by adding a great deal of value to your mobile app marketing campaign. According to Apple, 65% of app installs have been taken from searches in the App Store. So, by doing ads on search ads, you create ads in the most accessible area of ​​the app.

What is Apple Search Ads?

In the iOS App Store, the paid ads present at the top of the result page are known as the apple search ad. Because advertising is highly targeted, its primary function is to improve visibility and direct download. The number of users can better identify and target ads for specific keywords.

There are two types of ad products which Apple offers:

  1. Basic Apple Search Ads

Due to its limited flexibility and functionality, the Apple search ad base is well suited for advertisers without much marketing and efficiency technology. Apple search ads are necessary, fast, and easy to set up. The internal algorithm of Apple directly places ads right after you define your goals and set your budget. Then, for each installation, you will be charged.

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  1. Apple Search Ads Advanced

For developers or agencies who are looking for effective marketing tools, developers or agencies use it to control the audiences and campaigns who see their ads; advanced apple search ads are ideal for them.

Basic Apple ads Vs. Advanced Apple ads

  Apple Search Ads Basic Apple Search Ads Advanced
Max Monthly Budget Up to $10,000 (U.S.) per month, per app No minimum spend. you can invest as much or as little as you like
How It Works No keywords or audience enhancements. Smart automation matches your ad with interested users and boosts your results Choose audiences and keywords for your ads and select the amount you want to pay 
Payment The cost you choose to pay is available only for installs Pay when a user taps your ad, you select the maximum price
Reporting Quick-view dashboard paths ad performance Access comprehensive reports of all core metrics
Management Slight current management required To control campaigns, influential marketing tools needs to be accessed
App Promotions Promote till 50 apps Endorse an infinite number of apps


Growth and Development of Apple Search Ads

ASA (Apple Search Ads) appears first on blue paid background and search results in the Apple Store. Digital marketers provide some keywords, and the bidder places the seller’s advertisement for those keywords at the top of the page.

Although they start as a standard pay per click ad, adding a search ad base allows developers to participate. This simple option charges for installation instead of every click, making it easier for developers who are unfamiliar with bids and keywords.

Apple search ads are an excellent way for iOS users to increase traffic, installation, and customer attainment.

Ads may appear on iOS devices, such as iPods and iPhones, and Apple expects to earn up to $ 2 billion by 2020. Today, 70% of Apple Store visitors use search to find the app. Apple search ads can only overcome that condition by specifying an average conversion rate of 50% for downloads.

How do Apple Search Ads Work?

Allows space for ads in the App Store and will enable advertisers to bid to gain traffic. Now, what makes search ads unique is that they do not work like traditional ads. They do not like pop-ups or plain text ads that you see when you scroll. Instead, they place your application at the top of the given keyword search results.

As long as the ad is active, such practice practically guarantees that you will get more traffic for that keyword. Given such perks, it is not difficult to understand how these types of ads can enhance the visibility and growth of your app in the long run. The platform works on the price per tap (CPT) model. If the user taps on your app ad, then funds will only be deducted.

However, it provides customization of target variables for advance users, such as

  • Demographics
  • Locality
  • Device type
  • App install status
  • Manual keyword selection, and
  • Ad scheduling.

For instance, you can use advertising to guide customers who meet specific criteria at some distance from your business. You can make sure that the ad only appears during business hours if you wish.

IOS app marketing strategies

Here are a few techniques for iOS app marketing.

  1. Do keyword research 

There are the following sorts of keywords:

  • Brand security: Do not let competitors monopolize your audience by bidding on your brand name and important keywords.
  • Prospecting: Choose brand loyalty or audience related keywords that are not intended to download a specific application.
  • Inexpensive bidding: This is a complement to brand protection. We are bidding on our competitors’ keywords and names to capture a segment of their audience.
  • Discovery: Illustrate new keywords and search terms to find the best one. 

Apple recommends these four types of ad campaigns. The first three are “exact keywords,” while the fourth one is “broad.” You want to bid on Apple and other keywords nearby when you bid on a “broad” keyword. Apple Search Ads has a built-in tool called the “Keyword Popular Index,” which allows you to see the amount of traffic received by a specific search term.

  1. Optimize Your Search Ads’ Tap-Through Rate

Apple Search Advertising Pricing is a model that costs more than one click, which means that Apple offers ads that are more clickable from the highest bidder. Similarly, you can increase the tap-through rate (DTR) of your search ads and increase the frequency of appearances by launching campaigns with excellence and compelling content.

When trying to improve your tap-through rate, take steps to increase your app’s store rating by app ratings. The more positive reviews on your application make, the bigger the difference. The App Store search rankings lead to higher tap-through rates and real advertising campaigns with IOS apps rated 4+ stars.

  1. 3. Please keep it simple

Competitive analysis is important, but you lose a lot of money because it takes a lot of time to see each campaign live with 300 keywords at once. If you target 300 competitors at once, your ad account will become spam.

It would help if you found a balance between generic keywords and in-depth competitor, starting with approximately 25-30 keywords for each campaign. That way, without wasting too much time and money, you can find out what works and what does not.

4. Learn when to enhance or reduce the bid

In the beginning, Apple will give you a suggestion about whether your proposal is strong enough. Apple does this by scrutinizing data such as acquisition cost and conversion rate.

Consider the following scenario: You pay $ 7 for a keyword and get as good as a 50% ROI. Hence, you choose to raise your bid to $ 10. After doing so, you will see lower work and income without higher bidding. However, a high bid with Apple search Ads does not always generate a positive outcome. requires attention and care.

Reasons to use Apple Search Ads

  1. Touch a motivated audience

The fact that the placement of Apple search advertising banners will reach consumers who buy at the end of the pipeline. Ready to install a user looking for a “cooking app” in the App Store; They do not need much motivation and will show ads related to your work.

  1. Organic boost

When you present your ads for Apple search with a particular keyword, your list of results will automatically show 8-10 positions as a result, no matter if you are ranked with a certain keyword. If your app is already rated by this keyword, it will be displayed in a search setting 8-10 or higher.

  1. Empowering your brand

The competition is increasing day by day for a particular type of brand designed in the App store with more than 50% search queries. Most of the publishers are aware of the fact that if they don’t use the ads in brands, their opponents/competitors will do this.

Should Your Business Opt for Apple Search Ads?

You should think sensibly about Apple ads to reach prospective customers if your business has an IOS App. When people look for your brand name in the App store, it is very important to get on such clients by search ads, because if you don’t your opponents will get them.

Any business can increase the number of customers by using the power of Apple ads. For example, businesses associated with shopping, online learning, music and fitness, could be assisted by first presenting their ads in Apple search results.

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Apple ads get new users for your mobile app. It’s one of the benefits your app can get, but it ultimately shows that it keeps your app competitive. It is a simple tool to get a solid customer base. You think you have confidence in the world that your app will outperform all other competitors in the first place you choose.

Author Bio:

Venkatesh is a serial entrepreneur with a distinct passion for taking nascent businesses to great heights. An early entrant in the mobile application technology, Venkatesh grew his flagship company, Dot Com Infoway (DCI) to be recognized as one of the world’s leading digital marketing, web, and mobile app development & marketing company.