Apple Search Ads Is Changing the Way People Download Apps
Back to the days (specifically back in 2000) when Google introduced the marketing world to Google AdWords and instantaneously changed websites from a better-to-have a have-to-have? Apple did the same with iOS apps when it launched Apple Search Ads,also known as Apple iAd, for Apple App Store.
Something big is happening again. Only this time, Apple is taking a page out of Google’s book. Below are some simple impression for Apple Search Ads Review.
Why App Store Search Ads
Why is it so significant that Apple joined in the app ad revolution when Google Play has had it for over a year? Because for the majority of retailers, iPhone and iPad shoppers, especially those who browse and buy in apps, are more willing to pay, that is to say, valuable. They spend more money per visit and convert more often.
With both major app stores featuring paid search ads, mobile apps are no longer a bonus, they’re a necessity in nowadays.
Current State of Mobile App Promotion Marketing
Developers and retailers often turn to social media, such as Facebook, Twitter, etc., to get the word out about their apps, but a paid mobile app ad is a better and easier way to remarket and increase your mobile app downloads for this year’s biggest shopping season.
Previously, Facebook was king of the biggest app discoverability, where 80% recall seeing an ad for a retailer’s mobile app, but per Apple, over 65% of downloads come directly from a search on the App Store, which makes a strong case for Apple paid ads downloading.
How Apple Search Ads work
Creating an Apple Search Ads campaign for iPhone and iPad apps is very simple, because the App Store uses the metadata you already provided for your app to generate the ad. All that’s left for you to do is set your budget. Search Ads runs on a cost-per-tap price model, so you only pay when someone interacts with your Apple App Ads.
“It’s more important than ever to make sure the information you provide in your metadata is the best representation of your app. The quality of your metadata matters for another reason, too. In Search Ads, relevance takes priority over bidding.”
The company isn’t the only one who depends on a well-crafted app description. Users rank it as one of the top 3 deciding factors when downloading a mobile app.
Finding the Right Audience
In addition to keywords, choose who should see your ad by using filters for age, gender, and geographic location and whether you want your paid campaign to focus on attracting new customers or target a mix of new users and people who already have your mobile app.
Apple’s Search Match automatically pairs ads to users searching for apps like yours. Fear not, iOS owners. There’s no user tracking or data sharing with Search Ads, including HealthKit data.
Who’s already on board?
E-Retailers of all industries have already started making their way onto the paid app ad scene, including Amazon, Gilt, and Rue La La, and by the looks of it, they’re going after both generic and branded keywords.
Retailers: Apple has your back. Last year, the company gifted you with the Shopping category in the App Store, and now, you can have paid mobile app search ads before holiday shopping really kicks in.