Introduction to Apple Ads
Apple Search Ads gives you tools to efficiently drive awareness and app downloads directly from the iOS App Store. With Apple devices becoming very popular among the general public, it’s easy to see why marketers would be interested in App Store search ads to connect with iOS users.
Apple Search Ads was first introduced in 2016. Let’s take a look at how they work, and how you can get started.
Apple Search Ads are sponsored text Ads for driving awareness and downloads for apps within the Apple App store. The Ads appear on iOS devices, meaning iPhones and iPads, and are expected to generate up to $2 Billion in revenue for Apple by 2021.
Nowadays, more than 60% of Apple users use Apple Search to find an app. Apple Search Ads shines in this segment claiming their 50% conversion rates for app downloads. The businesses for whom their mobile applications are an important part of connecting with their audience, App store ads provide a valuable inventory to enter the iOS market.
What makes Apple Ads Manager different?
1. App store consumer behavior: It is important to understand that even though Apple Ads Manager is similar to Google Ads Manager and Facebook Business Manager, the customer behavior is much different.
According to Apple, “The strategy we’ve adopted to start is pretty close to our best practices for a typical Search campaign. However, it’s also very clear that the way users interact with the App Store Search is a lot different than the way users interact with a classic search engine. Some of our most successful keywords are one-word head terms that probably wouldn’t perform very well when served on Google or Bing.”
2. Creative sets: Apple Ads platform has a different approach when it comes to creative customisations. Apple has released creative sets as a way to lever in creative customisations instead of uploading images or curating text.
These are ad variations that you can create based on keyword grouping or audience which include screenshots and app previews pulled from the product page. There is a provision to create up to 10 different variations of creative sets.
All of this depends on the total number of screenshots you have in your app page. Make sure you have enough to portray your app capabilities. If you upload only a handful then you will end up with lesser options to showcase.
Fortunately, there will be only 1 ad for an app in the search results, which gives you a much better chance of conversions even with non-branded searches.
3. Tracking & Limited Ads Tracking for iOS: You can track only downloads with Apple search ads. Within your iOS settings, Apple allows users to opt for “Limited Ads Tracking”. Turning OFF this option ensures that you are not being tracked for marketing purposes.
As Apple As only tracks downloads, you will need to use a third party Mobile Measurement Partner (MMP) to track the in app events. For individuals who have turned ON the LAT feature, advertisers are unable to attribute any MMP events.
In essence, if you are restricted by budget or capping, it is advisable to target only the users who have set the LAT to Off. Switch back the targeting when you have maxed out the users who have turned LAT Off. By this time, you will get to know the performance matrix and can improve your targeting.
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