Winning organic search results is only one component of the puzzle in the Apple App Store because there is a limited amount of room for search results.
To aid new users in finding apps in the App Store, Apple Search Ads function similarly to other keyword-focused search advertisements. Similar to Google or Amazon searches, when people conduct searches on the App Store, adverts are displayed surrounding pertinent apps and appear at the top of the results. Of course, Apple Search Ads are related to apps. Additionally, Apple Search Ads are offered through an auction, just like the ad possibilities from Google and Amazon.
In terms of keyword bids, the Apple Search Ad strategy is not as straightforward as "set it and forget it." Your advertisements must be attractive enough to persuade new users to take the desired action, which is typically, but not always, installing an app, even if you win the keyword.
Having a solid Apple Search Ads strategy in place can frequently be the difference between appearing in those crucial first few results and being pushed to the back of the pack.
5 tips to level up your Apple Search Ads strategy
Here are a few ways to tweak your Apple Search Ad strategy to build Apple Search Ads that drive action.
Recognize how app users search
Users of the App Store don't always conduct their searches in the same manner as those who look for a new restaurant on Google or a new toaster on Amazon.
A crucial first step in developing an Apple Search Ads strategy is comprehending how app search differs from other types of search. For instance, one of the greatest ways that App Store searches differ from Google searches is the fact that App Store searches frequently rely on concise queries. As a result, it is crucial to understand exactly what search keywords are most effective because there are fewer words to rely on.
Users can enter complete sentences in a typical Google search, such as Which grocery stores deliver in The Woodlands, Texas. They'll probably type "grocery delivery" or anything similar on the App Store.
Pay attention to the relevance
The improvement of Apple Search Ads to drive action is another crucial step to ensure that your Apple Search Ads are not only delivered but also seen after you have modified your Apple Search Ads strategy to take into account the various ways that App Store customers search.
It's not always possible to design an Apple Search Ads creative once and serve it indefinitely. For instance, concentrating on elements like seasonality is a wonderful approach to ensure that your advertisement feels urgent in addition to being relevant.
Think of the Discovery campaigns
The responsibility of selecting keywords is not yours to carry alone. Apple Search Ads can choose your keywords for you using the Discovery feature of Apple.
This helps to clarify what your potential users are looking for when looking for apps similar to yours. Then, depending on their inquiries, Search Match locates users for your adverts. Then, every two weeks, you can use keyword mining to find new keywords to add to your lists and eliminate any that are unreliable or ineffective.
Benefit from Custom Product Pages
Creative Sets were a positive move, but ad variations based on unique product pages are even better. App marketers will soon have the option to create whole supplementary versions of their product pages on the App Store in order to showcase particular features or content within their apps, as opposed to merely being able to change the photos on the page. Now, marketers may customize images, advertising copy, and software previews for various target markets. The maximum number of custom product pages per app that is uploaded to the App Store at one time is 35.
Marketers using Apple Search Ads will have the flexibility to quickly assign any available ad variation to an ad group and modify that assignment at any moment. Additionally, advertisers still have access to age, gender, geography, and keyword targeting with their Apple Search Ads ad groups.
In addition to the fact that advertisers can utilize custom product pages as their ad destinations, each new custom product page has its own URL that can be shared externally in advertising, emails, etc.
Consider Dayparting
Most advertisers can simply afford to run Apple Search Ads 24 hours a day. Dayparting is the method through which advertisers can run several advertisements at various times on various days. Certain advertisers stand to gain significantly from doing so when people most need them. One example is a food delivery business that places a high priority on advertising on Friday nights.
Make sure you are producing relevant ads that assist in demonstrating value to new users. This is one essential search ads technique that never changes. After all, receiving an advertisement is just half the battle. To attract a new user, the advertisement must be compelling and pertinent.
Conclusion
Mastering these techniques can help you improve your Apple Store Ads performance faster. However, a top-notch Apple Search Ads strategy must have excellent technology at its foundation.
Click here for more information on how we can help you maximize your Apple Search Ads strategy.
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