The Arrival of Search Ads in the Apple App Store

For over a year now, developers have been able to leverage search ads within the Google Play store to boost app visibility and drive more installs. However, Apple users have been left out of this paid search opportunity until now.

In this in-depth guide, we’ll take a close look at Apple’s new Search Ads offering and how it works, explore best practices for success, address common questions, and provide tips to help you optimize your campaigns. By the end, you’ll have a solid understanding of this emerging channel and how to make the most of it.

How Apple Search Ads Work

Apple’s Search Ads system operates in much the same way as Google’s. When an iOS user searches for apps in the App Store, paid ads may appear above or alongside organic results. Ads are clearly marked with a soft blue background to distinguish them from other listings.

Apple handles the creation of ad images and copying using each app’s metadata. Developers then set a daily budget and overall campaign spending limits. Ads are ranked and priced using an auction-based system that considers both bid amount and ad relevance to the search terms.

Targeting options allow bidding on specific devices (iPhone vs iPad) as well as demographics like age, gender, customer type and location. A keyword suggestion tool provides popularity data and negative keywords can be used.

Performance is constantly monitored, so campaign settings and creative elements can be optimized over time to maximize IPS. The goal is to get your ad in front of motivated searchers who are most likely to install your app.

Understanding App Store Searcher Intent

While search behaviors differ between platforms, it’s important to recognize key differences in how people use Apple versus Google search. Whereas Google queries tend to be broader, App Store searches are usually more specific, often directly including an app or brand name.

This means that ad relevance is paramount. Your ad is unlikely to trigger for loosely related terms, so focus keywords on your core messaging and value proposition. Take advantage of targeting tools to ensure you’re reaching the right potential customers.

App Store search optimization has always posed challenges due to limitations. By supplementing your promoted app listing with Search Ads, you gain more visibility among highly-motivated searchers specifically looking for solutions matching your capabilities.

Here’s an example from the OperationROI blog demonstrating these concepts:

“You’ll likely not find a sponsored listing for Chase Bank at the top of a search for “Coca-Cola”, because these brands are in different categories. You will, however, see that Chase ad searches containing bank-related words. The key, then, is to ensure your app is optimized with the right set of keywords and metadata, and is housed in the most appropriate category.”

Optimizing Your App Store Search Ads Campaign

To maximize the impact of your new ads, care should be taken with setup and ongoing adjustments. Here are some best practices:

• Start with broad targeting and bid modifiers until you gather performance stats. Then refine budget allocation based on learnings.
• Use compelling images that clearly communicate app’s value at a glance. Test different creative elements until a winner emerges.
• Prioritize install-focused keywords over generic searches. Optimize metadata so your app organically ranks for these searches as well.
• Bid higher on high-intent keywords like your app name versus more ambiguous searches. Negative keywords prevent wasting funds.
• Design copy that quickly grabs attention and motivates clicking using benefits, social proof and calls-to-action.
• Set campaign spending caps and track metrics daily so money isn’t spent without monitoring results. Pause low-return ads.
• Continuously A/B test ad variants, bid adjustments, new keywords and other variables to squeeze out incremental wins.
• Integrate other channels like remarketing and search retargeting to maximize effectiveness across the entire user journey.

Consistency and ongoing testing are keys. Don’t be afraid to fail fast with ideas that don’t stick; always optimize for the best user experience and financial outcome.

FAQs About Apple Search Ads

Q: Are Search Ads available worldwide yet?

A: For now, the system is only live in the US App Store on iPhone and iPad. An expansion to additional countries should happen eventually once things are refined based on early learning.

Q: How much does it cost per click or install?

A: Apple does not publicly share typical CPC or CPI rates, as costs are determined auction-style based on max bid and ad relevance for each search. Pricing will depend heavily on campaign specifics and competitiveness within your app niche. You’ll need to analyze your costs directly within the campaign reporting.

Q: How quickly can I expect to see results from my ads?

A: Most advertisers report it taking 1-4 weeks of bidding and testing different ad permutations before getting a good sense of what’s working well. Be patient as you optimize; results will come as long as your creativity, targeting, and bids are strong.

Q: What if I want to pause my campaign for a while?

You can easily pause your entire Search Ads campaign or specific ads within it at any time from the Apple Search Ads dashboard. Paused campaigns and lines will not accrue any spending until you resume bidding activity.

Q: Are there limitations on keywords, budgets, or other campaign aspects?

A: Apple does impose some restrictions; daily budgets top out at $5,000 currently, and they filter out politically or socially sensitive keywords from being bid on. But generally, the system is quite flexible for advertisers large and small to experiment with.

Key Takeaways

• Search ads give you premium placement to reach high-intent App Store searchers seeking apps similar to yours.
• Relevance is king due to the targeted nature of app queries—align keywords, images, and copy tightly to intent.
• Testing is paramount to optimization; constantly A/B test ads, bids, keywords, and other variables.
• Bid higher on your core keywords than broad searches. Refine over time as you gather performance insights.
• Integrate paid search with retargeting for maximum user lifecycle coverage.IPS can help with end-to-end campaign management and execution.

I hope you found this comprehensive guide to be informative! Apple’s new search ads present a valuable opportunity to drive more targeted installs. Strategic use combined with testing approaches can lead to measurable impact. Let me know if any other questions come up.