App Store Search Ads for Brands: What You Need To Know
November 15, 2017
App Store Search Ads is the biggest opportunity in the app marketing space. According to Apple itself, you can invest as much or as little time as you have and still get results. If your brand isn’t already taking advantage of this unique opportunity, now is the time to get started.
Search Ads are ads on the App Store that users see when they search for an app using specific keywords. This advertising tactic is crucial to add to your marketing strategy. Here are just a few facts that highlight its importance:
Digiday reported that Search Ads outperform most other user-acquisition strategies, at a cost that’s a fraction of the alternatives. Success running effective Search Ads shouldn’t come to any surprise because the psychology behind the advertising method makes perfect sense. Unlike seeing an app install ad while using a social or gaming app, users browsing the App Store are in the mindset to download a new app.
Also, according to AdAge, many brands ー especially those in retail and travel ー are seeing massive returns.
When a user searches a keyword, you can bid on a placement at the top of those results. Only a single ad will appear on any given search, and Apple has placed more emphasis on serving ads based on relevance than on bid amounts.
For example, if a potential user searched “women’s hats,” and your brand bid on an ad for this search result, the app may be featured as the top result. Ultimately, placing as the top result depends on how relevant the app is, followed by the bid amount.
Creating a Search Ad Campaign is easy, intuitive, and takes almost all of the guesswork out of the equation for non-technical people. If you’d like to see a step-by-step tutorial, watch the following video by the app marketing experts at Incipia.
When creating Search Ads, there are a few best practices to keep in mind:
App Store Search Ads are a huge play and a great investment. It gives established brands and even new startups another way to increase their visibility while reaching their target audience.
Here are a few key takeaways: