Introducing Apple Search Ads
If you have an iOS app and have published it on the App Store, you should use Apple Search Ads to get in front of your audience. Here you can set up and run paid advertising for key queries and attract real users. And in order to justify the costs, and the advertising that has brought the result, it is worth getting to know more about the possibilities and principles of Search Ads.
Native ads instead of intrusive ads
Sponsored App Store search results look the same as regular search results. Ads are harmoniously integrated into the market interface and do not irritate users.
Relevance comes first
Apple Search Ads, as well as other advertising services, host bidding auctions, as a result of which the ad takes its place. But there is one important caveat: if the rates are equal or almost equal, the priority will be given to the more relevant offer.
The App Store positions itself as an assistant in finding suitable applications. Therefore, the system carefully analyzes the proposed product, its ability to solve the user’s problem, attaching metadata, sets of screenshots, and selected key queries. In Search Ads, you cannot use the name of a competitor’s app to advertise your product, and it is also important to be well prepared for advertising. Paid advertising for a useful application with well-chosen keywords will bring high conversions and high-quality targeted traffic.
Another advantage of App Store advertising is audience trust. First, by clicking on an ad, the user knows that he will definitely not get to a third-party resource. And secondly, given the service’s approach to advertising, the user will be on the page of the application that solves his tasks.
Are there any downsides?
Some of the features of Search Ads may seem inconvenient or unusual compared to the same Google Ads and Facebook Ads. But these are just the nuances that a professional marketer can handle. Let’s tell you more:
- Search Ads is less effective as a single promotion channel than in combination with other sites. Experts recommend not limiting yourself to advertising within the App Store, but mastering other promotion channels.
- Compared to advertising on Facebook and Google, there are much fewer creatives here. Apple Search Ads only works with graphic data from the advertiser’s app. Therefore, it is important not to forget to put it in full order before setting up an advertisement. But if you use the Advanced advertising cabinet, you can add your own options for screenshots.
- Discrepancies in statistics with trackers. While Search Ads counts every download of an app, many third-party trackers take into account its further use or at least one visit. This is worth keeping in mind when doing analytics and calculating ROI.
Considering all the advantages and even disadvantages of Search Ads, this service should definitely be used if you are working on applications for IOS. Important factors for effective promotion will be the quality and usefulness of the application, the interest of the audience in its functions, and the involvement of a professional for setting up and running advertising.