With over 1 billion people on iPhones, Apple Search Ads has become one of the best channels for mobile marketers looking to drive app installs. 

According to Apple Search Ads:

• 70% of App Store visitors use search to find their next app
• 65% of all downloads happen after a search
•  > 50% average conversion rate for search results ads

And now, Apple Search Ads is getting a powerful creative upgrade that will enable app marketers to drive more relevant ads to consumers: ad variations using custom product pages.

New ad variations in Apple Search Ads

While Creative Sets were a step in the right direction, ad variations based on custom product pages go a step further. Instead of just being able to change the images of your product page, now app marketers will be able to create full additional versions of their App Store product page to highlight specific features or content within their app. Marketers can now tailor screenshots, promotional text, and app previews for different audience groups. Note – the max limit is 35 custom product pages per app published on the App Store at a time.

Apple Search Ads marketers will be able to easily assign any available ad variation to an ad group and change the assignment of an ad variation at any time. And marketers still have all of the targeting they normally would have with their Apple Search Ads ad groups: age, gender, location, and keywords. 

Not only can advertisers use custom product [pages for their ad destinations, but each new custom product page has a unique URL that can be shared externally in ads, emails, etc. 

Relevancy matters

The main reason why app marketers are going to love ad variations is because they enable them to drive different audiences to the most relevant product page. For example, if you are marketing the app, Garden, you know you have several distinct types of users and would want to highlight the app features in a way that best connects with each type.

For example:

• People searching for plant delivery may want to see images of the shopping options within the app
• People searching for virtual gardening will be most likely be interested to see the virtual garden section of the app
• People searching for garden tips might want to see how app provides suggestions and recommendations for gardeners

This is just a simple example. Every brand with an app has distinct audiences that will be more interested in certain parts of their functionality than others. By matching your Apple Search Ads targeting with the ad variation that best engages each group, you should be able to drive more installs with the increased relevancy you can generate. 

Ad variations enhanced by Skai

Your Skai Client Services team can guide you through the ad variations adoption process, testing, and best practices discovery. We are also rolling out supporting tools to make ad variations management and reporting easier and more efficient, including the ability to take actions in bulk, such as assigning ad variations to ad groups and viewing aggregated reports.

Skai + Apple Search Ads: sophisticated tools for app marketing 

While it’s essential to make sure you’re promoting your app on social, websites, and via a keyword-rich product description, Apple Search Ads has quickly become the best app marketing strategy for boosting apps to the top of search results. 

Reach your best mobile users and drive acquisition with Skai’s app marketing solutions.

For more information or to see our cutting-edge features firsthand, reach out today to schedule a quick and easy demo. Don’t let your lack of a strong technology foundation be why you don’t meet your app goals this year!

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