Apple's latest bidding advertising action! According to the observation records of the ASO World data team, it was discovered that apps with the Ad logo appeared in the Suggested position under the tab-hot search term in the App Store search in the US recently. It is suspected that Apple has added ad slots for bidding ads.
At present, the advertising space only appears in the App Store of some iPhone users in the US, and the ASA advertising background has not yet appeared in the set placement position. It is speculated that this advertising space is still in internal testing. ASO World predicts that this advertisement may be billed according to CPM or CPI after it is officially launched.
What is Apple Search Ads?
Apple Search Ads (ASA) are sponsored text ads used to increase visibility and download apps in the Apple App Store.
These ads can appear on iOS devices (i.e. iPhone and iPad) and are expected to generate up to $2 billion in revenue for Apple by 2020.
Today, 70% of Apple Store visitors use search to find apps. Only the fact that Apple’s search ads claim an average download conversion rate of 50% can overshadow this statistic.
For companies where mobile applications are an important part of establishing connections with users, App Store ads may provide valuable advertising resources to enter the iOS market.
What makes Apple's advertising platform unique?
App Store consumer behavior
It should be noted that although Google or Bing search advertisers may find Apple search ads familiar, consumer behavior on the platform is quite different.
Shimazaki explained: "The launch strategy we use is very close to the best practices of typical search activities."
"However, it is clear that the way users interact with App Store searches is very different from the way users interact with classic search engines. Some of our most successful keywords are single words in Google or Bing. When worn effective."
In addition to differences in search behavior, advertising platforms also use different methods to customize ads for Apple Search Ads.
As an advertiser, you can’t upload images or text like you can upload on some other channels. Apple has released creative collections to customize advertising ideas.
Creative sets are variations of ads that you can create based on keyword groups or audiences. They include selected screenshots and app previews extracted by advertisers from product pages to locate the first three default screenshots displayed in the App Store service.
Advertisers can choose up to 10 different "creative sets" variants for each App Store ad group.
It all depends on the number of screenshots on your app store page. If you only have 3 or 4 screenshots to choose from, then you don’t have too many tests to test your creative set.
Shimazaki explained: “Paid marketers will need to work closely with anyone managing organic listings in the App Store to find a copy that succinctly emphasizes the key features of the product.”
"Fortunately, only one ad will appear in the results, so even if you use non-branded searches, you will have a better chance of catching "ads."
Tracking and limited ad tracking
With Apple Search Ads, you can only measure downloads, so you need to work with a third-party mobile measurement partner (MMP) to track in-app events.
In the iOS phone settings, Apple also allows users to select "Limit Ad Tracking" in iOS, which actually limits ad tracking. Generally, LAT On users account for about 20% of the entire application store. For any user who has enabled limited ad tracking, advertisers cannot attribute any MMP events to them.
If you have strict performance goals or budget limits, we strongly recommend that you only target users who have set up "Limited Ad Tracking" to understand real performance. We only recommend that you open the goal of targeting LAT users in your campaign, provided that you find that the goal of targeting LAT users has been maximized.
5 ways to optimize Apple search ads
1. Segment your campaign type
If you want more control over performance, you need to segment your campaigns so that you can adjust and adjust them based on your marketing goals.
Here are some strategic ways to promote your campaign:
Brand and non-brand
User type (new user and returning user, LAT on and off)
Similar topics or categories
Exact match in your own campaign
Discovery (search match and broad match)
Top performing keywords
2. Higher bids for exact match keywords
You need to adjust your campaign bids based on performance, such as increasing bids for exact match keywords.
These keywords indicate that users are searching for your exact keywords, which means that the search intent can be matched more accurately. Higher bids for exact match campaigns will drive development more effectively, especially when you consider that Apple only displays one ad per search query.
3. Use negative keywords
If you find that certain keywords are affecting your performance, add them to the negative keyword list for search match campaigns.
4. Use discovery campaigns to find new keywords
Use discovery campaigns to see which other keywords may be relevant to your addition to an exact match campaign.
When you add it to an exact match campaign, you also add an exact match exclusion to the search match.
In a broad match/search match campaign, you want to make sure that "search match" is switched to "on" or green.
5. Test multiple ad sets
Apple doesn't allow custom ad copy, but they allow you to create "collections" of "custom arrangements" for screenshots currently available for your app.
Once you have a baseline with "default" settings, you can set up a new creative set to see the most effective settings.
Note: You can test multiple creative sets, but you can never delete the default value.
Apple search ads are a welcome addition for app marketers, especially with the explosive growth of mobile commerce. Especially for a new application that has just been released and few people know its brand, the advertising in the app store is compared to other advertising channels, especially when the subsequent IDFA closure of the new tracking Skadnetwork is still unknown. , Grasp the promotion of this channel, will open a new important drainage path.