Apple Search Ads is Apple’s advertising platform that allows advertisers to promote their applications in the App Store. This tool has become essential for advertisers to promote their apps within the Apple ecosystem.
There is growing competition in the world of apps, accelerating at a rapid pace. In this context, it is crucial to use ASA efficiently to drive downloads and boost your app’s visibility.
It is clear that Apple Search Ads is an extremely important tool for anyone who is interested in doing 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 keywords related to their application to display their ad in relevant searches.
Bidding on Keywords: The keywords you select are likely to have other interested parties, so you must determine how much you are willing to pay when someone clicks on your ad.
Appearance in Results: Your ad will appear at the top of the search results when the user searches for a keyword for which you have bid enough.
Pay-Per-Click: This is one of the most notable aspects of this technology. Apple charges per click, not per impression. This means you will only be charged for each user who sees your ad and then clicks to see more information about your app.
Increased Visibility: Since your app will appear at the top of the search results, its visibility will also increase, leading to a potential rise in downloads.
There are increasingly more applications with greater functionality in the App Store. Therefore, having a diversified marketing strategy that includes Apple Search Ads is crucial for 2024, as it allows you to reach high-potential users who are actively searching for apps like yours.
The next question is: should you opt for “Basic” or “Advanced” campaigns?
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.
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.
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?
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.
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.
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: Searchads.com, Splitmetrics, Apptweak and SearchAds maven.
Start advertising in Apple Search Ads with Boomit
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