When it comes to launching ad campaigns for apps, many immediately think of Android. However, this isn’t always the best choice, as iOS devices dominate the market in several countries. In such regions, targeting Apple users can lead to greater success.
You can run ads on iOS through various channels: push notifications, ad networks, or Apple Search Ads — an advertising platform that promotes apps directly in the App Store. Before launching your campaign, it’s crucial to check if there are any critical ASO mistakes.
In this article, we’ll explore why Apple Search Ads is appealing to media buyers and other industry professionals, who it’s best suited for, where ads are displayed, what you need to get started, and how it can boost your efficiency.
Why You Should Pay Attention to Apple Search Ads:
Apple Search Ads is catching the attention of media buying teams, even though working with iOS apps is often more expensive. Despite the higher costs, there are significant benefits to working with iOS:
- Low competition: Many specialists choose Android due to lower costs and easier testing. Working with iOS is more challenging and expensive, which limits the number of advertisers. However, in the US iOS market, one of the most lucrative regions, iOS devices lead the way.
- Longer app lifespan: Google Play frequently removes apps without explanation, leading to lost leads and dissatisfied advertisers. In the App Store, apps tend to stay live longer, offering more stability for products.
- High click-to-install conversion: Apple has strategically placed ads where users are more likely to see them, boosting conversion rates to 50% or higher.
Moreover, iOS users tend to spend more. On average, they spend three times as much on in-app purchases compared to Android users.
Where Ads Appear in Apple Search Ads:
There are four main places to display ads:
- Today Tab: The main screen of the App Store, visible to every user. It has the widest audience reach but is only available on iOS 16.4 and higher.
- Search Tab: Users come here looking for specific apps, so the intent to install is higher.
- Search Results: The most popular spot for ads, as over 60% of app installs come from this section.
- App Page: At the bottom of the page, users are shown similar apps, which can also be used for advertising.
What You Need to Start a Campaign:
Before starting any campaign, you need to understand your target audience and their behavior patterns. We’ve previously written about the psychology of mobile app users.
To start your ad campaign, you’ll need:
- An App: You can create one using app builders, hire a developer, or rent one. Beginners often choose app builders as they don’t require coding skills. Once the app is profitable, you can invest in more complex development.
- Apple ID: Registration is not available in all regions, but you can buy a ready-made Apple ID online starting at $3.5
- Anti-detection tools: These are necessary for smooth work with purchased accounts. Proxies are required for stable operation.
- Tracker: Apple Search Ads’ built-in analytics can delay data by up to 48 hours, so it’s better to use third-party trackers for real-time conversion tracking.
What Can Be Promoted Through Apple Search Ads?
Gambling and betting apps are difficult to promote, as they are often blocked. However, financial, medical, fitness, and food delivery apps are popular choices.
How to Launch Ads in Apple Search Ads:
To launch a campaign, you need to:
- Create an Apple Search Ads account and link it to your Apple ID.
- Publish your app in the App Store.
- Select target regions.
- Link a payment card.
There are two types of campaigns: Basic and Advanced.
- Basic is ideal for developers. You can promote up to 50 apps with a spending limit of $10,000 per month. The advertiser sets the cost per install.
- Advanced is more suitable for media buyers. Ads can appear in different places in the App Store, and you pay per click. This option is more flexible, with success depending on the proper setup of your keyword strategy.
Once you’ve configured your keywords and creatives, you can launch the campaign. Ads will start running in the selected locations from the moment of launch or the date you choose.
Conclusion:
Apple Search Ads is an ideal platform for promoting offers. The relatively low competition and high-spending audience make it an attractive choice for media buyers with larger budgets.
Additionally, you can boost your campaigns by adding keyword installs via Keyapp.top, allowing you to gain even more targeted users and app installs.
