Apple Search Ads, also known as ASA, is an acquisition channel that connects advertisers with a relevant target audience. With Apple Search Ads, marketers can significantly improve their app visibility in the App Store. The channel works as such: the highest bidder gets their ad placed on the results page for a specific keyword. There are two solutions available to marketers: Apple Search Ads Basic and Apple Search Ads Advanced. The main difference between the solutions involves the tools you wish to have for your campaign.
The ads for your campaign are created automatically – you just have to tell them your app, select a location on where you want to target, select the monthly budget, and Apple will do everything else for you. It is possible to choose whether you want to show your ad on iPhone, iPad, or both devices to make sure your campaign is adjusted to your specific needs.
One important thing to highlight is that this marketing channel currently is not available in all countries around the world. Currently, it covers 61 countries, most of them located in Europe, 26 to be exact. The Apple Search Ads is not available in such regions as the Baltics, Oceania, most of Central America (excluding Mexico) and also most of the African countries. Both types of Apple Search Ads are available for all countries to whom they currently provide this product. This marketing channel is expanding quite vastly, so we can expect huge news coming from Apple in the near future.
Since there are 2 types of products Apple Search Ads offer, there are quite substantial differences between both products. The Apple Search Ads Basic is for app developers, it can drive app downloads with minimal effort at a predictable cost. The pricing consists of CPI (Cost-Per-Install) model and you can get quick-view dashboards tracks for your ad performance. The maximum budget available is 10 000 USD per app per month and you can promote 50 apps at the same time.
With the Advanced version, the product is for both app developers, as well as marketing agencies and advertisers. You pay only when the customer clicks on your ad and only for the impressions. In addition, you get detailed reports of your ad performance, ability to measure value and manage at scale with Apple Attribution API and the Campaign Management API. What we think is a great advantage – unlimited monthly budget and unlimited amount of apps you can promote at the same time.
To make sure that Apple Search Ads are suitable for you, here are 5 main benefits of why Apple Search Ads is a valuable product to consider for your marketing campaigns:
There are many different strategies to use for promoting your apps. Since there are a lot of them and every business should choose the ones that suit them best, but these are the 6 most interesting ones that we would suggest trying out:
Apple Search Ads is growing at a vast pace. This marketing channel allows promoting your app within App Store for many people to see how your app will benefit their way. What we suggest – start using this platform as fast as possible, you will see changes in your downloads in a short amount of time.