App Promotion Strategy

Beginner’s Guide: All You Need To Know About Apple Search Ads(ASA)

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Since they have been launched in 2016, Apple Search Adverts have given tens of 1000’s of app publishers and builders a aggressive benefit and a solution to attain new customers.
With a present market share of 72%, Android continues to be probably the most extensively used open-source working system worldwide. In the meantime, iOS holds a 27% share of the worldwide market (Stat Counter).


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However resist giving up. Extra money is often spent on purposes and in-app purchases by iOS customers. Relying in your program, its goal, and its supposed customers.

Apple Search Adverts Rankings

I will offer you a quick overview of Apple Search Adverts’ efficiency on the AppsFlyer Efficiency Index. The efficiency of cell advert networks within the second half of 2020 was examined by this annual index.

Apple Search Adverts carried out significantly effectively in non-gaming apps, inserting third within the rankings for retention.

Apple Search Adverts got here in at quantity 4 within the retention index when taking into consideration each general scores for gaming and non-gaming apps. If we concentrate on iOS customers solely, Apple Search Adverts got here in second place, simply behind Fb.

The platform is ranked sixth in the case of gaming apps, down two spots from the earlier rating. Nevertheless, it excelled in a single particular gaming class, taking second place in retention for troublesome video games.

These excellent retention rankings reveal that customers who work together with Apple Search Adverts proceed to work together with them following the set up.

Evaluating the present index to the prior one, app installs for Apple Search Adverts elevated general by 34%.

Then it goes to the IAP Index. This index charges advert networks in accordance on their capability to supply paying prospects. After Google and Fb, Apple Search Adverts got here in third place. In different phrases, customers who’re gained by Apple Search commercials are very prone to make purchases.

This advert community is now seen to a number of gaming-specific web sites thanks to those numbers. The principle trigger? There are lots of paying prospects utilizing the platform.

They could possibly be a incredible different for you should you’re in search of for high-quality guests and considered one of your monetization ways depends on in-app purchases.

We will say that they’re an efficient advertising approach as a result of greater than 70% of App Retailer guests use search to find apps and since 65% of downloads originate from the App Retailer search.

Apple Search Adverts Primary and Apple Search Adverts Superior are the 2 variations of Apple Adverts which can be provided, relying in your necessities and stage of information.

Apple Search Adverts Primary

That is the essential model, because the title would suggest. Though it’s simple to arrange, there aren’t many choices for focusing on. Versus the previous mannequin, whenever you have been charged for “faucets” in addition to installs, you’ll solely be paying to your installs.

They’re made with newcomers to cell promoting in thoughts. Setting them up and reviewing your outcomes on the quick-view dashboard each take a matter of minutes. There isn’t a long-term dedication; you’ll be able to droop or pause the promoting of your app everytime you like.

Budgets for Primary Search Adverts are as much as $10,000 per app, per 30 days. You have to proceed to the Superior decisions for budgets larger than that.

It is a good suggestion to bear in mind that new accounts obtain a $100 credit score. You may take a look at out Apple Search Adverts Primary on this method with out having to pay something.

Execs and Cons


  • Minimal administration
  • Simple to arrange
  • Pay only for installations on the value you specify
  • educated automation
  • or new accounts, a $100 credit score


  • No key phrases refinement
  • No viewers refinement
  • Funds restrict
  • A restricted variety of apps that may be promoted
  • Restricted entry to Attribution API

Apple Search Adverts Superior

You’ll have extra choices should you use Apple Search Adverts’ refined model. It features extra like different advert networks, permitting you to pick out the viewers and key phrases to your adverts.

Moreover, you will achieve entry to extra refined data and have larger understanding of how your campaigns are doing, offering you the prospect to carry out higher.

Execs and Cons:


  • Key phrases refinement
  • Superior focusing on
  • No funds restrict
  • No variety of apps restrict
  • Full entry to Attribution API


  • No new account credit score
  • Extra complicated
  • Extra time consuming

Advert codecs: Auto-generated advertisements (Adverts are robotically created utilizing the metadata, screenshots, and app previews supplied on the App Retailer)

Concentrating on choices:

  • Search Match (robotically matches the advert to the related searches)
  • Key phrases (you’ll be able to select your individual key phrases or those Apple suggests)
  • Buyer Varieties (you’ll be able to present your advertisements to new prospects, current prospects, returning customers, customers of your different apps, or to everybody)
  • Demographics (gender, age-range)
  • System Varieties (iPhone/iPad)
  • Areas

How you can arrange Apple Search Adverts Account and Launch your marketing campaign?

Apple Search Adverts are comparatively easy to arrange. You may have to sign up utilizing your Apple ID, and should you launched your recreation by way of Apple Developer Console, you’ll choose it when deciding which app to advertise.

● Launching a Marketing campaign – Apple Search Adverts Primary

It is so simple as A, B, and C to arrange a marketing campaign. From a drop-down menu, choose the nations or areas you wish to goal, enter your month-to-month funds, and set your most cost-per-install (CPI). And Apple Search Adverts Primary will maintain every thing else!

In Apple Search Adverts Primary, making a marketing campaign is fairly simple.

The cost technique data have to be submitted after that as a result of the adverts will not run till a sound cost technique has been entered. You may examine if in case you have a $100 promotional credit score on this stage as effectively.

If you add your cost technique, the credit score might be robotically utilized.

● Launching a Marketing campaign – Apple Search Adverts Superior

Though there are a couple of extra levels than within the “Primary” model when beginning a marketing campaign in Apple Search Adverts Superior, the method remains to be very easy.

You have to decide which app and the place you want to promote. Apple Search Adverts at the moment are accessible in 46 extra nations and areas, permitting you to show your advertisements in a complete of 59 completely different nations. Together with the day by day cap, the funds have to be established.

The fee-per-tap pricing method permits you to set the best value you are able to pay for somebody to faucet your commercial.

● Advert Group Settings

You select who sees your advertisements on this part. You might schedule your advertisements, goal particular units (iPad or iPhone), and choose the most CPT bid (the quantity you will pay for a TAP).

The next actions must be adopted whereas establishing a most CPT bid:

  • Set up your funds earlier than investing in a brand new consumer or a sure motion.
  • Calculate the proportion of potential app downloads.
  • Decide your spending restrict primarily based on that proportion or amount.

Apple will present you a CPT advice, however remember the fact that that is only a suggestion. How a lot your rivals bid within the advert public sale will decide how a lot it’s a must to pay.

A CPA purpose can also be set, but it surely’s not required.

Apple will robotically match your commercial to prospects who could be on the lookout for apps just like yours should you depart the Search Match possibility enabled.

The following step is to decide on pertinent key phrases to your app. The flexibility to enter a destructive time period is obtainable (the outcomes you wish to exclude out of your viewers).

The viewers will be refined by:

  • Buyer sorts
  • Demographics
  • Areas

The final stage is choosing unique units. You will note an robotically generated advert set on this web page utilizing the app’s product web page’s metadata, screenshots, and app previews. You may submit extra inventive units that go along with your advert group’s theme or target market should you really feel such as you want extra inventive leeway.

Why must you Use Apple Search Adverts?

● High quality & Amount

iOS customers usually spend extra money on apps and in-app purchases, as we have already talked about. However consider how giant the Apple App Retailer is. Apple’s App Retailer had over 2.22 million apps within the first quarter of 2022.

Customers who’re already on the lookout for apps like yours will see yours on the high of the outcomes web page because of Apple Search Adverts. Paid advertisements would be the reply you are on the lookout for in case your substitute is listed on web page 23 of consumer search outcomes.

● Higher Rankings

Whereas the App Retailer algorithm takes into consideration all site visitors, natural search ends in the Google Play Retailer are distinguished from paid site visitors. So, along with reaching a large and focused viewers along with your advertisements, you will additionally see improved natural outcomes because of larger app retailer ranks in Prime Charts.

● Apple Search Adverts are the Cash Makers

Since years, customers have been spending extra money on the Apple App Retailer than on Google Play. In 2022, App Retailer customers will spend $112 billion on in-app purchases, subscriptions, and paid apps, predicts Statista. In distinction, it’s anticipated that in 2022, Google Play customers would “solely” generate $58 billion.

6 Premier Practices for Apple Search Adverts

There are a number of methods to maximise the output of your Apple Search Adverts as soon as you’ve got chosen the combination that works finest for you. With ASA Superior, you’ll be able to primarily maintain a better eye on how your campaigns are run.

● Audit App Metadata earlier than Launching a Marketing campaign

Earlier than starting a brand new marketing campaign, advertisers ought to rigorously consider the app metadata (present in App Retailer Join). It must be famous that not each consumer will see the identical advert whereas utilizing Apple Search Adverts.

The quantity of images, preview movies, and program descriptions are a few of the few alternate options to commercials.

● Concentrating on Key phrases Based mostly on Your USP

How, as an example, will you clarify the USP of your app? This will contain including the key phrases “meal planning” and “step counter” to your well being and health app.

You may obtain the best conversion charge by anticipating the searches of your viewers.

● Make Use of Adverse Key phrases

You need to use destructive key phrases to specify the phrases you do not wish to embody in your bids along with your broad match and exact match key phrases.

This ensures that you simply aren’t competing in opposition to your self whereas additionally decreasing the alternate options to your focused adverts.

● Management Match Varieties

Broad match and precise match are the 2 key phrase match choices that Apple affords you to make use of when deciding the place your promoting will show.

Broad match embody variations of your key phrases which can be near them, reminiscent of misspelled phrases, synonyms, related phrases, and singular or plural searches.

Your advert will solely seem for the equipped key phrase whether it is a precise match. This provides you probably the most stage of management over your entire advert impressions. Typically talking, utilizing this match kind ensures larger set up and TTR (faucet by charges). As a result of precise matches are designed to focus on customers with excessive intent, this happens.

● Mixing and Segmenting International locations & Areas

Create campaigns that classify nations and areas in accordance with how they’re related. Consequently, you’ll be able to optimize primarily based on sure standards, reminiscent of language and shopper worth.
Previous to this, it’s attainable to analysis the worth of any nation or area by creating and evaluating particular person campaigns.

● Optimize Your Bids over Time

No matter your evaluation, being adaptable is essential. Apple’s advised bid quantity will let you understand how rather more you would want to bid to be able to have an excellent likelihood of profitable these bids to help you with this.
Earlier than you’ve gotten confidence in your individual Search Adverts evaluation, you need to use this as a baseline.


Though Apple Search Adverts are a comparatively new cell advertising device, they’re unquestionably long-lasting. Apple’s 2016 launch of Apple Search Adverts revolutionized advertising on the second-largest cell working system.

And whereas iOS nonetheless trails Android in market share, it greater than makes up for it with high-quality site visitors.

Customers utilizing iOS are extra inclined to make in-app purchases and spend cash on apps. There are extra iOS customers than Android customers in some nations, such the USA.

Apple Search Adverts are the plain selection if you wish to promote your software program in a nation with a bigger iOS market share!