Apple now offers a new way to promote mobile applications on
the App Store: Search Ads. You can create an advertising campaign and get your
app noticed by millions of users.
L ' App Store Advertising (ASA) is a tool to get more
attention and downloads for your app. It's not about appearing in organic
search results, it's about ads and paid campaigns on app stores.
Google introduced paid Play Store campaigns for sponsored
apps back in 2019, while Apple only recently launched Search Ads for the App
Store.
How does paid advertising help app popularity?
What are the benefits of paid ads on the App Store? Millions
of people visit app stores daily to search for Whiteboard Animation's new applications. In fact, over 65% of
downloads come directly from a search in an App Store. Sure, if the audience
your app is targeting is specific, it might be more convenient to use other
marketing channels, but if your app intends to serve a more general audience,
then app stores are your primary marketing channel.
How can you use Search Ads?
Apple gives you the
ability to promote apps in a very simple way. Just choose the application you
want to advertise, set a budget, define your keywords and Search Ads will
automatically create your advertisements. And if there is a good match to the
keyword, your sponsored app will appear first in the App Store search results.
The app appears in search ads with a blue background and an
icon that identifies it as an advertisement so that users can clearly see that
it is a paid ad.
Budget
You pay only when a users clicks on the ad and you define the
maximum cost for each click, in this way you can keep your expenses under
control. There is no minimum budget, and Apple is offering advertisers a $ 100
credit for a limited time.
Advanced functions
Open Search Ads and create your campaign. You can experiment
and test many advanced features, you can target different types of devices
(iPhone or iPad), location, gender or age (18-24, 24-35, etc.). For example, if
you have a dedicated food delivery app, you can target your area and a certain
age group.
Once you've kicked off your campaign, it's easy to track
your ad performance such as the number of clicks, tap-through-rate (TTR) and
how many downloads you got from the ad.
ASA and ASO
Keep in mind that App Store Advertising (ASA) only makes
sense when you optimize your application with App Store Optimization (ASO).
Apple uses metadata to define the relevance of your ads. And, in fact,
relevance takes priority over price. This means you need to optimize your app
for search results in the app stores. If Apple sees that the app is not
relevant, then the app will not appear in search results, regardless of the
budget you have invested.
Make sure your app description is relevant and choose the
keywords that best describe the app. Plus, you can read our article on App
Store Optimization so that you can best optimize your application for all app
stores.
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