How to set up ads in the App Store

App Store Ads

The number of mobile applications for iOS is constantly growing, and today their number in the App Store exceeds 4 million. Apple Search Ads are a full-fledged assistant for those who want to place their product at the top of the search on the App Store. As a platform for advertisers, Search Ads essentially make life easier for iPhone and iPad owners by drawing attention to individual products and making it easier to choose the right product for work, play, or play.

App Store Ads statistics

Quick reference

Paid promotion in Apple Search Ads is available for 59 countries. According to Apple, 65% of apps are installed after searching the App Store.

App Store Ads statistics

The broadest category of applications is games, accounting for almost a quarter of all products in the App Store. In the second place, but in almost half the number, are business applications.

App Store Ads statistics

A huge number of competitors is not a reason to deny yourself advertising on the App Store. Since the cost of a click and ad position is determined not so much by competition, but by the country of the advertisement, the category of applications, compliance with the requests, and interests of users.

How the service works and what needs to be done to launch advertising, we will tell you below.

How Apple Search Ads work

The service can be compared to Google Ads and Facebook Ads. This is also where auctions take place, the results of which determine how much a click will cost. Apple Search Ads provides two interaction options:

  • Pay per click (CPT).
  • Pay per install (CPI).

If an advertiser sets up ads on his own and does not have advanced knowledge of targeting, you can use the match search function, which makes it easier to work with keywords. Its meaning is that the system takes into account application metadata, information from similar applications from the same category, and other search data. Based on the information received, search phrases are determined by which the ad will be displayed.

For specialists in online advertising, the service offers advanced features:

  • Manual targeting by various parameters (geography, demography, device type, etc.).
  • Self-selection of search queries.
  • Various options for planning advertising impressions.

Using these settings allows you to more accurately reach the target audience at the right moment. For example, show ads to users near your office only during business hours of your company.

Options for working with Apple Search Ads

Knowing the purpose of advertising and having a certain level of skill in working with its settings, you can choose one of two packages: Basic or Advanced.

Basic Search Ads

A basic account format is a great option for small projects and new advertisers. Here, the default is intelligent display automation, and the advertiser requires a minimum of intervention.

App Store Ads basic

Basic Plan Key Points:

  • Only pay-per-install (CPI) option available.
  • Basic reports available.
  • Budget limit to $ 10 k per month for one application.
  • Maximum number of applications for paid promotion: 50.

Advanced Search Ads

The advanced plan opens up wider functionality and detailed analytics, but also requires more involvement from the advertiser. Here you can and should select key queries, set a range of cost per click, control costs.

Apple Advanced Search Ads

Advanced Plan Key Points:

  • A pay-per-click strategy is available.
  • You can manage keywords and audiences.
  • Advanced analytics available with detailed reports.
  • Unlimited ad budget.
  • Any number of apps can be promoted.

How to set up Search Ads

The Search Ads cabinet has a fairly clear interface and even intuitively you can go from registering in the cabinet to launching advertising. We will only talk about some of the subtleties that are encountered at each stage of the configuration.

  1. Registration in the advertising cabinet. All you need to do is enter your Apple ID.
  2. Choose a plan: Basic or Advanced. In the first case, your metadata is enough for the system. The second requires you to set up audiences, budgets, display schedule.
  3. Create an advertising account. At this stage, a form is filled out with the name of the project, country, time zone and currency.
  4. Create a campaign. At this stage, you specify the application name, Apple ID, campaign name, set the total and daily budget, add negative keywords.
App Store Ads campaign

5. Creation of an ad group. At this step, the name of the group is indicated and the main ad settings are made.

5.1. Cost per click (CPT) and CPA target are set. The first value shows how much the advertiser is willing to pay to click on the ad. The second is how much he is willing to spend to get a conversion. The CPT listed here will be relevant for all keywords. If customization is important to you on a per-query basis, you can skip this step in the group set up and set bids at the keyword level.

App Store Ads group

5.2. The targeting options are selected. In the basic account type, you can select the Search Match option, which will perform an automatic setup.
5.3. Search queries are set.
5.4. Audiences are customizable. Preliminarily, it is important to study the target audience in order to indicate at this stage its key characteristics: gender and age, location, devices for displaying ads, user status (they can be either new or already familiar with the product or its developer).

App Store Ads audience

5.5. The schedule for broadcasting ads is set: the time, as well as the date of the first and last impressions.

After these settings, the system offers ad options for smartphones and tablets. All that remains is to approve them and enter your payment details.

Paid advertising in the App Store is a great way to make yourself known and help users find your app. In addition to the correct settings, preparatory actions are also important: testing the application, checking key queries, drawing up a portrait of the audience. Offering users a product that is relevant to their interests is the surest way to recoup advertising.

Use these guidelines, experiment, analyze performance, and you will see how powerful advertising tools Apple Search Ads is. Internet Marketing Agency Web-Sci wishes you effective advertising!

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