The advertising tool designed by Apple has gradually been deployed on a global scale. Advertisers residing in the 59 countries and regions concerned can promote their applications for iPhone and iPad on the App Store. According to figures released by Apple, 65% of application downloads come from a search performed on the App Store. Your paid search agency reveals why you should consider an Apple Search Ads strategy.
The Benefits Of Apple Search Ads
Apple Search Ads deploys its ads to the very top of the list of applications following your search. They appear on a blue background with the words “ad” (Ad on the visual below) to be distinct from the naturally referenced applications.
Inexpensive Costs
With an average conversion rate of 50%, Apple Search Ads presents an exciting opportunity. Your campaigns are billed in two ways:
- When a user opens your ad: the cost per touch.
- When a user installs the application having clicked on the ad: the cost per acquisition.
For the prices of a campaign, there is no minimum amount. You can also enter the maximum amount you will spend regarding CPT (cost per touch) and CPA (cost per acquisition).
According to the report compiled by SearchAdsHQ, 2019, the average cost per touch is $0.95. As for the average cost per acquisition, it is estimated at $1.90. App publishers drive costs as Apple Search Ads’ system is auction-based. In addition, you will only compete with relevant applications thanks to the score given by Apple Search Ads and most often from the same sector as you.
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Selection Of Target Queries
Apple Search Ads allows advertisers to choose their target queries and buy keywords, unlike Google Ads. There are two options:
- A “basic” version: this is a straightforward option, as its name suggests. Apple and its algorithm choose the keywords on which it seems relevant to place bids. It is an automatic optimization mainly aimed at new users of Apple Search Ads. You can invest a maximum of $5000/month for each application.
- An “advanced” version is the most advanced and exciting option. You invest manually and can target as you wish in terms of keywords or target audience. In addition, you have much more precise performance reports.
Interesting Data To Exploit
Thanks to this advertising tool and the “advanced” version, you can filter your audience and optimize your campaign. When creating your ad group, you can choose between targeting:
- All users: this option considers all potential customers to have maximum reach.
- New users.
- Regained users: this option helps you win back old customers. They may have installed and then deleted the app, or they may have installed the app on another device. Your report will then tell you that it is a re-download.
- Users of your other applications.
You can then target these users based on age, gender, device type, and city/country of residence, which can be very relevant in travel or retail. Example. All this data will help you better develop your strategy to target particular markets, specific time slots, etc.
Pay Attention To ASO In Favour Of Apple Search Ads
App Store Optimization (ASO) is “the equivalent” of SEO but on the App Store. Here, we are referring to the App Store from Apple, but there is also Google Play, for example. Ranking well in the App Store search engine is very difficult when you see the competition you face. Getting to the top of searches is a way to assert your notoriety and to have the user’s trust. For these reasons (among others), ASO optimization work is essential. From this, you can think of developing your paid referencing on the App Store search engine.
What To Remember?
Apple Search Ads is a bit like Google Ads in the app. Less fashionable, it is nonetheless interesting. It isn’t easy to compare them, but it has similar functionalities and even different possibilities. However, this tool should be a supplement for your ASO rather than a compliment. Optimizing your ASO will allow you to limit the costs associated with these advertisements. If you wish to develop your referencing, do not hesitate to call upon your agency.
Also Read: Optimize An Online Store: Improve Your Positioning On Google With SEO
