Apple Search Ads is a product introduced by Apple to allow running pay per install ads on the App Store. One of the main differentiators of Apple Search Ads is the simplicity of setup and their unique access to running paid promotions in the Apple App Store. After all, Apple recently reported that a startling 65% of mobile app downloads come directly from a search on the Apple App Store, while Search Ads maintain an impressive average mobile user conversion rate of 50%. Brands even reportedly see 30% higher average revenues among mobile users acquired via Apple Search Ads, when compared to mobile users acquired via other mobile ad platforms.
To run ads, you provide the app name to promote, total budget and cost you are willing to pay per install. Apple Search Ads also respects users’ privacy choices since it doesn’t build specific profiles on individuals. This limits marketers' ability to display ads to specific cohorts of users or run look alike campaigns. Search Ads have been largely embraced by developers as an easy way to increase their app’s exposure.
There are a variety of best practices for Apple Search Ads that you can implement to boost their performance. Specifically, make sure you’re selecting and implementing keywords strategically, that you’re optimizing your ad’s TTR (tap-through-rate), that you’re leveraging cross-platform attribution that gives you the full story, and that you’re letting data reign king.
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