Apple Search Ads 2024 Guide: How to get more downloads?

29 November

The complete guide to getting downloads with Apple Search Ads in 2024

Apple Search Ads is Apple’s advertising platform that allows advertisers to promote their apps on the App Store. This tool became essential for advertisers to promote their apps in the Apple ecosystem.

Competition in the app world is growing at a rapid pace and, in this context, it is crucial to be able to use ASA efficiently to encourage downloads and boost your app’s visibility.

What are Apple Search Ads?

It is clear that Apple Search Ads is an extremely important tool for anyone who is interested in doing digital advertising.

digital advertising

but how does it work?

Simply explained, ASA is an advertising platform that works by highlighting your app in Apple’s App Store search results. As follows:

Keyword selection: Each advertiser must choose which keywords are related to their application in order to display their ad in related searches.

Bidding by keywords: It is likely that the keywords you choose will have other interested parties, so you must determine how much you are willing to pay when someone clicks on your ad.

Appearance in the results: Your ad will appear at the top of the search results when the user searches for a keyword for which you have bid a sufficient amount.

Charge per click: This is one of the highlights of this technology. Apple does not charge for impressions, but for clicks. This means that you will only be charged for each user that sees your ad and then clicks to see more information about your app.

Increased visibility: As your application will appear at the top of the search results, the visibility of your application will also increase and the number of downloads should also increase.

There are more and more apps with increased functionality in the app store. Therefore, for 2024 it is extremely important to have a diversified marketing strategy, including Apple Search Ads, as it allows you to directly reach high potential value users who are looking for applications like yours.

The next question is: should you opt for the “Basic” or “Advanced” campaigns?

Basic or advanced?

Before using Apple Search Ads to promote your app in 2024, you have a decision to make: should you opt for the “Basic” or “Advanced” option? In both cases, you will have advantages and disadvantages to consider and, ultimately, the choice should be made based on your objectives and available budget. Let’s see what both options consist of:

Apple Search Ads Basic

First of all, we should point out that Apple Search Ads Basic is simple, but effective. Let’s review the main features of this option.

  1. Ease of use: The Basic option is intuitive and simple to use, without too many features that make it difficult to understand.
  2. No experience necessary: To use the Basic option, you don’t need to be a marketing expert. On the contrary, it is recommended if you are starting out in the world of app advertising or if you have easier goals to reach. The process is quite basic: you select your application, set a budget and set a maximum cost per installation.
  3. Focus on installations: This option focuses on getting more installations of your application. If your main goal is to increase downloads, Apple Search Ads Basic can be a solid choice.

Apple Search Ads Advanced

If you want a higher level of control and customization, you may want to opt for the Advanced alternative. Here’s why.

  1. Advanced Control: Apple Search Ads Advanced offers greater control and customization. You can fine-tune your campaigns with specific details and create more sophisticated ads.
  2. Specific targeting: With this option, you can target specific users based on their behavior, location and even their download history. This allows you to reach a more targeted and relevant audience.
  3. Keyword optimization: This option allows you to manage your keywords more effectively, which in turn has a positive impact on generating results.
  4. Management of more complex campaigns: As opposed to what happens in the Basic option, in the Advanced option it is recommended that you have more experience in the management of complex campaigns, in order to be able to take advantage of the tools it provides.

So… What is the conclusion? The choice between Apple Search Ads Basic and Advanced will depend on your objectives, budget and experience.

If you are looking for a simple and effective solution to increase your application downloads, Basic is an excellent choice. If you are an experienced advertiser looking for greater control and customization, Advanced may be your choice.

No matter which option you choose, don’t forget to monitor and optimize your campaigns to get the desired results. Now that you’ve decided what type of campaign to use, how do you create your Apple Search Ads campaign?

How do we run Apple Search Ads campaigns at Boomit?

At Boomit, we know how to maximize the potential of Apple Search Ads because we have a team of highly trained and Apple-certified professionals who maintain direct support with Apple in the United States to address issues or challenges related to digital advertising.

Our focus goes beyond helping you get more downloads for your apps, whether you are promoting a newly launched app or looking to boost an existing one. At Boomit, we have a more holistic approach, which is based on real business results and their constant analysis and optimization to obtain the highest possible ROI.

In addition, we have an artificial intelligence tool capable of analyzing not only the results of ASA, but also its impact on the overall strategy, including its synergy with other advertising platforms, such as Meta, Google or TikTok.

Let’s take a step-by-step look at the campaigns:

Step 1: Understand your objectives

Looking to increase downloads? Do you want to improve the visibility of your application in a specific location? Do you need to reach a particular demographic? Understanding your objectives allows us to design an effective strategy.

Step 2: Research and select keywords

Choosing the right keywords is essential in Apple Search Ads. We conduct extensive research to identify the keywords that users are using to find applications similar to yours.

Step 3: Define your target audience

Segmenting your audience is vital. At Boomit, we use demographics, geographic locations and other factors to effectively reach your target audience. This ensures that your ads are shown to the people who are most likely to download your app.

Step 4: Create attractive ads

Designing effective ads

is an essential component in the success of Apple Search Ads. We create compelling ads that include images and compelling text. These ads not only attract attention, but also communicate the benefits of your application in a clear way.

Step 5: Establish budget and bidding

At this stage, we define a daily budget and a maximum bid per installation. This ensures that you keep control over your expenses and do not pay more than necessary for each application download.

Step 6: Continuous optimization

Optimization is an ongoing process. We monitor the performance of your campaigns and adjust strategies as needed. This includes keyword management, audience review and ad enhancement to maximize results.

Step 7: Monitoring and reporting

At Boomit, we keep a meticulous follow-up of your campaigns. We provide detailed reports that allow you to see the progress of your campaigns and understand their impact on the number of downloads of your application.

Step 8: Feedback and continuous improvement

Your opinion is important to us. We are always open to your feedback and work hand in hand with you to improve and adjust strategies according to your changing needs.

Step-by-step guide to create your Apple Search Ads campaign

Creating an effective Apple Search Ads campaign is critical to increasing downloads and visibility of your app. Follow these detailed steps to ensure your campaign is a success in 2024:

Step 1: Login to Apple Search Ads

Log in to Apple Search Ads using your Apple developer account. If you don’t have a developer account yet, register and set up your billing information.

Step 2: Select the target app

Choose the application you want to promote. Make sure this app is in the App Store and eligible for advertising in Apple Search Ads.

Step 3: Establish your budget

Decide how much you are willing to spend daily on your campaign. This will help you control your advertising costs. There are different options and flexibility on Apple’s side, allowing you to set a budget according to your needs.

Step 4: Define your target audience

Select the audience you want to target. You can segment by geographic location, device, operating system and more. Try to be as specific as possible, as this will help you reach your ideal audience.

Step 5: Keyword research

Perform keyword research. Identify relevant keywords that users are likely to use to find applications similar to yours. This is essential for your ads to be shown in relevant searches.

Step 6: Set your bid

Determine how much you are willing to pay per installation. Remember that this is your maximum offer for appearing in the search results. It is important to adjust your bidding periodically and strategically to ensure a better ROAS.

Step 7: Create your ads

Design effective ads that include attractive images and compelling text. Make sure your ads stand out from the competition and communicate the key benefits of your application.

Step 8: Check and configure

Before finalizing your campaign, review all the details. Make sure your budget, audience, keywords and bids are correct. Make any necessary adjustments.

Step 9: Activate your campaign

Once you are satisfied with the configuration of your campaign, activate it. Your ads will start showing in App Store searches.

Step 10: Monitoring and optimization

Don’t leave your campaign on autopilot. Regularly monitor the performance of your ads. Adjust your strategies according to what worked best and what didn’t. Continuous optimization is key to long-term success.

Step 11: Analysis of results

Use the analytics tools provided by Apple Search Ads to evaluate the performance of your campaign. Analyze key metrics such as application downloads, cost per acquisition and conversion rate.

Step 12: Adjustments and continuous improvement

Based on your analysis and results, make adjustments to your campaign. Experiment with different keywords, audiences and ads to improve your performance over time.

By following these steps, you can effectively create and manage your Apple Search Ads campaigns in 2024. With the right strategy and ongoing optimization, you can significantly increase your app downloads and achieve your marketing goals.

Best practices for using Apple Search Ads

To get the most out of Apple Search Ads in 2024, it’s critical to follow some best practices. These tips will help you improve the effectiveness of your campaigns and optimize your results:

1. Sound keyword research

Keyword research is the foundation of a successful campaign. Identify the most relevant keywords for your application. Use keyword tools to find popular terms related to your application. Here it is important to include both generic and specific keywords.

Strategic audience segmentation

Segment your audience effectively. Use segmentation by location, device and operating system to reach your target audience.

3. Set competitive bids

Adjust your bids strategically. It is not necessary to have the highest bid to get results. Test different bids and see which ones generate a good return on investment. Adjust your bids based on keyword performance and audiences.

4. Design of attractive advertisements

Create attractive ads that stand out. It uses high quality images and videos, accompanied by persuasive texts. Communicate the key benefits of your application clearly and concisely.

5. Continuous experimentation

Don’t settle for just one strategy. Experiment with different keywords, ad copy and audience targeting. Perform A/B testing to determine which elements work best. Continuous optimization is essential to improve performance.

6. Data monitoring and analysis

Use the tracking tools provided by Apple Search Ads. Track application downloads, costs and conversion rates. Analyze your data regularly and use these insights to make informed decisions.

7. Well-defined budget

Establish a budget that fits your objectives. Don’t spend more than you are willing to invest. Keep a constant track of your expenses and increase or decrease your budget according to the results obtained.

8. Attention to trends

Stay up to date with trends and changes in the App Store. User preferences and competition evolve over time. Adjust your strategies according to current trends and remain flexible in your approach.

9. Constant monitoring

Don’t leave your campaign on autopilot. Regularly monitors performance and makes adjustments as needed. Successful advertising requires continuous attention.

10. Patience and persistence

Apple Search Ads results may not be instantaneous. Be patient and persistent. As you optimize and adjust your campaigns, you will see improvements in downloads and visibility of your application over time.

In addition to these best practices, we would like to share some external applications that can be used to implement and optimize Apple Search Ads campaigns. These are:, Splitmetrics, Apptweak and SearchAds maven.

Start advertising in Apple Search Ads with Boomit

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All rights reserved. MOSEYA SA / 1011 Cassinoni , Montevideo, 11300, Uruguay / 12550 Domus Global Services LLC
/ Biscayne Blvd., Suite 406 North Miami, Florida.

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