Understanding Advertising on the App Store

In 2016, Apple launched its advertising program called "Apple Search Ads." It offers iOS-based app developers the opportunity to promote their products and find users on the App Store. To do this, the company adopts a secure approach to optimize customer engagement with brands.

Apple Search Ads: What are they?

Apple Search Ads is the Apple brand's advertising platform. It allows advertisers to promote their apps in just a few clicks. Here are its benefits:

• Each app is thoroughly reviewed. The criteria considered during the checks include security, design, performance, as well as legal and commercial information. These measures reassure users about the reliability of the apps offered to them and thus optimize engagement rates.
• Apple protects you from ad fraud that can hurt your bottom line.
• Apple Search Ads was designed to ensure user privacy. This means users can choose how the company uses their information for advertising purposes.
• Apple Search Ads offers great flexibility for campaign management.

Currently, Apple offers 2 advertising services:

• Apple Search Ads Basic;
• Apple Search Ads Advanced.

Apple Search Ads Basic: What is it?

Apple Search Ads Basic is the easiest way to advertise an app on the App Store to generate more downloads. You only need to configure a few settings, and the program takes care of everything. It also operates on a cost-per-install (CPI) system. In other words, the advertiser is only charged when a user installs their app.

How to launch an advertising campaign with Apple Search Ads Basic?

Launching an ad campaign through Apple Search Ads Basic is relatively simple:

• Log in to the platform using your Apple ID.
• Choose the app.
• Provide relevant information about the app you want to promote. The program will then use this information to create a compelling ad.
• Set the countries in which you want your ad to appear.
• Enter your monthly advertising budget. This is the maximum amount you can spend on advertising on the App Store. It will not be exceeded.
• Set the maximum cost per install, or the maximum price you're willing to pay each time a user installs your app. Note that this is a maximum value. The actual CPI is usually lower and depends on the bid. Apple Search Ads Basic suggests an average amount for this setting, but you're free to choose any amount you like.
• The program then instantly creates your ad which will be broadcast at the appropriate time.
• Finally, you can track your performance at any time on the dashboard. You'll find information such as the number of downloads generated, the average CPI, and your expenses.

Benefits of Apple Search Ads Basic

• Ease of use, program specially designed for novices in the field of mobile advertising;
• Little management;
• Billing only on installations;
• Automation provided by an intelligent program;
• No commitment: possibility to stop the campaign at any time;
• Appearance of your app at the top of search results on the App Store.

Disadvantages

• Unable to refine audience and keywords;
• Quite limited authorized applications;
• Campaign budget limited to USD 10,000 at most.

Apple Search Ads Advanced: What is it?

As the name suggests, this is an advanced version of Apple Search Ads. It offers more features and is aimed at more experienced advertisers in the mobile advertising field. Among other things, it helps improve your app's visibility across the entire App Store, not just in search results.

In fact, the ad appears to new users when someone performs a specific search, or even just while browsing. Furthermore, the pricing system here is cost-per-tap. In other words, you are charged each time someone taps on your ad.

How to launch a campaign on Apple Search Ads Advanced?

Here's what you need to do to launch a campaign on Apple Search Ads Advanced:

• Sign in with your Apple ID.
• Choose the app to highlight.
• Set the targeting parameters.
• Set your daily budget and the maximum amount you are willing to pay each time a user taps on your ad.
• Provide metadata about your app so Apple Search Ads Advanced can create a relevant and impactful ad.
• Track the progress of your campaign and learn about improvements that need to be made, if necessary.

Benefits of Apple Search Ads Advanced

• More features and access to management APIs;
• Advanced targeting options: Search Match, keywords, customer types, location, device (iPhone or iPad) or even demographics;
• No budget limit.

Disadvantages

• Cost-per-tap pricing system: you pay even if the user hasn't installed your app;
• More complex to use compared to the basic version, but still simple.

Conclusion

Apple Search Ads represents an effective and secure way to promote iOS-based apps. However, its reach is currently limited, particularly since it only supports a handful of apps. It's important to note that iOS still holds less than 30% of the global market share.

Therefore, in general, Google Ads remains the most attractive advertising option today. It covers virtually all areas and offers useful features. We also recommend entrusting the management of your Google Ads campaign to a professional who understands how the program works.

At the house of Web Tonic , we provide you with experts in this field who will help you successfully complete your project and generate a satisfactory return on investment. Do not hesitate to contact us for additional information.