• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Omnichannel platform launch
    Read the press release to see how we're helping marketers win the walled gardens
    Let's talk omni at Shoptalk!
    Learn how our omnichannel platform can help you build a winning strategy
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q4 2022
Back to Blog

Sk Six Tactics for Apple Search Ads Search Results Targeting 

Skai™

August  02, 2022

Since its inception in 2016, Apple Search Ads have been an important feature of Apple’s App Store. With millions of apps listed in the store and limited real estate on small device screens, landing a top spot with a relevant product listing is often a critical component of making sure an app finds its audience. 

Here are six Apple Search Ads targeting tactics you can use to reach and engage your customers better.

Search Match targeting

One of the most interesting default features of Apple Search Ads Advanced is Search Match, which allows you to more quickly get your searches off the ground.

This feature analyzes ads and then offers automatic Apple Search Ads targeting by linking your ad with a search term, saving the time and money advertisers usually spend making lists of keyword possibilities for bidding. Search Match draws its suggestions from many different sources, including the metadata from your own App Store page and those of apps in the same category. 

Keyword targeting

While Search Match offers a quick and easy approach to Apple Search Ads targeting, keywords are still critical to any successful App Store advertising strategy.

In Apple Search Ads, advertisers can bid on keywords the same way that they would in a PPC ad and offer additional ways for advertisers to refine their keywords. The default setting is its “broad match” function. Broad match saves time normally spent on cultivating keyword lists by running ads on related variants of your keywords. Some Apple Search Ads targeting examples using broad search include things like foreign language matching. Apple uses the difference between “amigo” and “friend” to explain related terms. 

However, advertisers can also choose the “exact match” option. Advertisers can select a specific keyword and limit the variants for which ads will run, such as misspellings. With Apple Search Ads, negative keyword matching is also possible, allowing advertisers to choose terms with which they do not want their app associated in search results. 

Customer Types targeting

Another interesting tool for Apple Search Ads targeting is the ability to target audiences based on how they have interacted with your app in the past.

Using the audience refinement tools, you can target all App Store customers, new users, returning users, or users of your other apps. This feature ensures that you can customize ads to target all searchers, whether they’re just learning about your app, have used it in the past, or might be interested based on their enthusiasm for your other products.  Pairing the right creative with each customer type can help you boost your ad ROI.

Demographic targeting

For most advertisers, finding and targeting the ideal user is important. And once you’ve decided who your app is for, Apple Search Ads targeting makes it easier to find those audiences by targeting based on age and gender. Demographic targeting is one of the most popular targeting types offered by every ad channel—including offline advertising.

One caveat: No ads are served to children under 13, and the youngest audiences advertisers can target in the U.S. are 18, with age requirements even higher in other countries. 

Also, marketers should know that using demographic targeting can limit audience size depending on if users have turned on or off Personalized Ads.

When a user turns Personalized Ads on, their age, gender, or app downloads and purchases may be used to help determine which ads they see. If you modify your audience settings to reach certain types of users, those within your desired audience who have Personalized Ads turned on will be able to see your ads.

When a user turns Personalized Ads off, their information won’t be used to deliver ads. If you modify your audience settings, the people in your desired audience who have Personalized Ads turned off will not see your ads.

To maximize impressions, you may want to choose to display your ads to all eligible users.

Device type targeting

One important way that Apple Search Ads allows advertisers to target new audiences is by device.

By default, Apple will only serve ads for apps designed for tablets to those users and likewise for other apps intended specifically for a certain device. However, even if your app is compatible with all devices, Apple Search Ads targeting features will allow you to adjust your bids based on device type, set different audience criteria based on device, or show specific ads only on iPads or iPhones. 

Location targeting

Note – not available in all countries and regions. 

For many apps, location is everything, and Apple Search Ads offers options for region-specific apps. Some Apple Search Ads targeting examples for location-based targeting include offering interactive trail maps to users located near national parks or food delivery services that are focused on local cuisine.

As explained earlier in the demographic targeting section, location targeting may also restrict your audience if users have turned off Personalized Ads. If you aim to maximize impressions, it might be preferable to display your ads to all eligible users.

Apple Search Ads targeting solutions and more

As part of Skai’s omnichannel marketing platform, our App Marketing solution helps your app stand out among millions in the top stores with Apple Search Ads, Google Universal App Campaigns, and more. Skai™ leverages an advanced algorithm based on AI and machine learning to ensure your ads reach your target users. Increase installs and user acquisition with streamlined automation, optimization, and reporting.

To learn more about Skai or to see our cutting-edge innovation firsthand, please schedule a brief demo today!

Related Posts

  • 6 Things to Know About Apple Search Ads search results campaigns
    Read More
  • iPhone App store search for instrument lesson that offers apple search ad benefits.
    The Key Benefits of Apple Search Ads Automation
    Read More
  • Multiple iPhone screens showing the results of apple search ads bidding strategy
    Apple Search Ads Bidding Strategies Across 3 Different Campaign Types
    Read More
  • Apple Search Ads: Campaign Structure, Strategy & Targeting
    Read More
  • Individual on their smartphone clicking on the App Store application.
    The Skai 5: Five Tips to Level Up Your Apple Search Ads Strategy
    Read More
  • Apple Search Ads Are As Important to Apps As SEM is to Websites
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Apple, Apps, Audience, Create, Omnichannel, Plan, Target, xPSx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint