In the Apple App Store, where space for search results is limited, winning organic search results is only a piece of the puzzle.
Apple Search Ads work like other keyword-focused search ads to help new users discover apps in the App Store. When searches happen in the App Store, ads are displayed around relevant apps appear at the top of the results, much like they would in a Google or Amazon search, except Apple Search Ads, of course, relate to apps. And much like the ad options from Google and Amazon, Apple Search Ads are sold via an auction.
However, Apple Search Ad strategy is not as simple as “set it and forget it” in terms of keyword bids. Even if you win the keyword, your ads still need to be compelling enough to drive new users to a desired action, which is normally, though not always, downloading an app.
Mastering your Apple Search Ads strategy can often mean the difference between turning up in those all-to–critical first few results and getting bumped to no man’s land.
Five Tips to Level Up Your Apple Search Ads Strategy
Here are a few ways to tweak your Apple Search Ad strategy to build Apple Search Ads that drive action.
Understand the ways app users search
App Store users are not necessarily searching in the same way they might search for a new restaurant on Google or a new toaster on Amazon.
Understanding the ways in which app search differs from other types of search is a critical first step when it comes to an Apple Search Ads strategy. For example, one of the biggest ways that App Store searches differ from Google searches is the fact that App Store searches often rely on very short queries, so understanding exactly what search terms are most effective is critical, as there are fewer words to lean on.
In a standard Google search, users may type in full sentences, such as Which grocery stores deliver in The Woodlands, Texas. In the App Store, they will probably type something more concise, like “grocery delivery.”
Focus on relevancy
Once you have updated your Apple Search Ads strategy to account for the different ways that App Store users search, improving Apple Search Ads to drive action is another important way to make sure that your Apple Search Ads not only get served, but also get seen.
An Apple Search Ads creative is not necessarily something that can be created once and served no matter what. For instance, focusing on factors such as seasonality is a great way to make sure your ad is not just relevant, but urgent.
Consider Discovery campaigns
You do not have to bear the burden of choosing keywords alone. Apple’s Discovery feature allows Apple Search Ads to choose your keywords for you.
This gives a much clearer understanding of what your potential users are looking for when trying to find apps like yours. From there, Search Match finds users for your ads based on their queries. Then, you can mine the keywords every two weeks to discover keywords to add to your lists and also exclude keywords that are inaccurate or ineffective.
Take advantage of Custom Product Pages
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.
Most advertisers simply can afford to run Apple Search Ads all day every day. Dayparting is the process by which advertisers can run different ads at different times on different days. Some advertisers greatly benefit from advertising only at times when users might need them most, such as a food delivery service focusing heavily on advertising on Friday nights.
One key search ads strategy that always holds true: Make sure you are creating relevant ads that help prove value to new users. After all, being served an ad is only half the battle. The ad has to be eye-catching and relevant to win a new user.
A best-in-class Apple Search Ads strategy requires great tech at its core
As part of Skai’s™ intelligent 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. Client results include:
- 280% increase in installs for DraftKings
- 314% increase in registrations for C-Date
- 20% decrease in cost per acquisition for eToro
- 2x increase in conversions for Epix Now
For more information on how Skai can help you maximize your Apple Search Ads strategy, reach out today or schedule a quick demo to see our platform firsthand.