App Store Search Ads

App store search ads are an efficient way to get your app in front of the right audience at the right time.  

Apple App store search ads are now being offered internationally. 

According to Apple data “65% of downloads come directly from a search in the app store.” So how do you launch App store search ads?

  • HOW DO APP STORE SEARCH ADS WORK

    App store ads are served in an auction format, similar to Google Search Ads.

    For example, let’s say an app store user searches for “Grocery Delivery App”. The app with the combination of most relevant language and best or highest bid will rank first.

    Your CPT or cost-per-tap is as much as the next highest auction bidder is willing to pay, as long as it is not higher than your max bid.   

    Advertisers only pay when a user taps on the ad, instead of cost-per-click.

    Of course just like Google Search ads relevance is a critical factor in the auction.  If your app or ad isn’t relevant to the searcher’s query your ad won’t show, no matter how much you pay.

  • BENEFITS OF APP STORE SEARCH ADS

    The app store is vital to the app buying process.

    Ads help get your ads to the top of the results.

    Your app ad will be highlighted in light blue to distinguish it from other apps. Ads will size differently depending on screens or devices.

    App_Store_Search_Ads

  • HOW ARE APP AD FORMATS DETERMINED?

    The app store listing is how your ad is created. The search ads pull the metadata and image associated with your app listing in iTunes connect.

    Unfortunately, search ads cannot be customized. You won’t be able to change – the ad layout or design unless you alter what’s included in your app listing. This is why it is critical to optimize your app store listing before app launch.

    For more tips check out this blog on app store optimization.

KEYWORDS & APP SEARCH ADS

App Search Ads rely on relevance to keywords within your ad groups and your app.

Data-backed keywords similar to those used for paid-search campaigns are integral to the success of app search ads.

Within the app store there are two match-type settings:

  1. Broad match – ads are served for close variants, plurals, and misspellings, synonyms.
  2. Exact match – ads show for searches that match keywords exactly, including common misspellings and plurals.

Exact match settings will give advertisers the most control, and will likely be the most effective especially if keywords are long-tail queries or very specific searches. 

Apple recommends using both match type settings and pricing more aggressively with exact match terms. 

APP STORE SEARCH INSIGHTS

Don’t forget a comprehensive plan for a successful app will also rely on running campaigns in the Google Play store.

Google Play runs seamlessly within the AdWords interface, potentially exposing your ad to more than 1 billion Android users and devices.

Regardless of the platform make sure you are leveraging  “Search Match” results to add terms that convert or perform well.

Refine your audience as much as possible for effectiveness.

Apple’s app store can take several hours to update ads. Apps new to the store could take 24 hours to start running ads.

App_Store_Search_Ads
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