Top reasons to get started with Apple Search Ads in 2024

Marketing Software Automation

The dynamic world of digital advertising is continuously shaping up. As we progress into 2024, Apple Search Ads (ASA) are once again at the epicenter of this transformation. The art of refining campaigns in Apple Search Ads is more pivotal than before for marketers. Especially those who are striving to boost their app’s prominence and efficacy.

This platform extends an unmatched opportunity to showcase your app straight to users. Armed with top-notch optimization tactics, your app’s visibility can soar, leading to an uptick in downloads and heightened user interaction. But if you’re still on the fence about using ASA, you’ve come to the right place.

Top reasons to pay attention to Apple Ads in 2024

1. Attracting Premium Users

The use of Apple Search Ads is straightforward after the initial setup. The platform allows app marketers to craft diverse campaigns, organize ad groups and hone in on specific keywords. All of that can be done while regulating spending with a daily budget cap. Campaigns offer flexibility with the ability to start, pause, or remove them as needed and schedule for optimal engagement times. Utilizing this platform, marketers can monitor key performance indicators such as ad impressions, cost per tap, and total installations.

For newcomers to Apple Search Ads, the following campaign options are available:

  • Brand Campaigns: Aimed at bolstering your brand’s presence in the App Store. These campaigns excel when using ‘exact match’ to capture high-value brand and category keywords. Opt for these if enhancing your brand’s visibility and Share of Voice (SOV) is a priority.
  • Category Campaigns: Ideal for establishing your app’s standing within its category from the outset with Apple Search Ads. ‘Broad match’ works best here, targeting those crucial category-specific keywords. Consider these campaigns to solidify your app as a category authority in the App Store.
  • Competitor Campaigns: The best campaigns to assess your brand positioning over competitors. They are effective with both exact and broad keyword matches. these campaigns suit market-savvy brands ready to confront their rivals directly in the App Store.
  • Discovery Campaigns: Engineered for the exploration of new keywords and audience segments. Enabling automated Search Match is advantageous for these campaigns. They are suited for those with a solid keyword foundation seeking further expansion and scale.

Obviously, attracting the target user requires not only marketing efforts, but also having a truly useful application. For example, if a user needs a record phone call on an iPhone, he can find applications of this category himself. The only question is whether he can choose your product. If your call on an iPhone recording app solves a problem or request quickly and efficiently, it will grow in number of users organically.

2. Expanding Brand Visibility

Main advertising places:

  • Today Tab Advertising. Position your brand in the spotlight with our premier Today Tab ad space. Located on the App Store’s home screen, this is where over 650 million active iOS users begin their search for new apps each week. Optimal for highlighting major brand news, revealing new products, services, or features, the Today Tab offers unmatched visibility and impact.
  • Search Tab Spotlight. Capture user attention just as they’re primed to search with our Search Tab ad location. Positioned directly beneath the Search field, it’s a strategic spot for bolstering brand presence. Plus, it shows up at a moment when interest in app discovery is high.
  • Search Results Enhancement. Maximize your brand’s reach with ads that materialize once a user initiates a search. These Search Results ads are not only perfect for brand and category promotion but are also effective for tactically positioning against competitors.
  • Tailored Product Pages. Customize your narrative with up to 35 auto-created, fully customizable and localizable Custom Product Pages. They can be drawn from your App Store Connect previews and screenshots. It’s almost like having your very own app landing page within the App Store. These pages surface upon interaction with ads from the Today Tab or Search Results, paving the way for targeted advertising and increased conversion opportunities.

3. Embrace Sustainable ROAS

When considering Apple Search Ads as part of your marketing strategy, one crucial aspect often surfaces—the perceived high cost of acquiring customers on the platform. Reports suggest customer acquisition costs (CAC) could reach $1.99 for some iOS apps, making marketers wary.

Factors influencing CAC on Apple Search Ads include the campaign’s geographical location, choice of keywords, and prevailing keyword bid prices within the app’s category. By the way, you can see what competitors’ ads look like in another region. VPN allows you to conduct a more detailed analysis of geographically dispersed niches and more accurately design your marketing campaign. To manage and reduce these expenses, integrating comprehensive data analytics that covers the entire marketing funnel is essential.

Without careful monitoring and analysis, Apple Search Ads can significantly deplete a marketing budget. One practical approach to controlling CAC is through the use of negative keywords. These keywords, which are unrelated to the advertised app, help prevent your ads from being displayed in irrelevant searches, protecting your budget from being misspent.

When crafting your Apple Search Ads strategy, it’s vital to curate a list of negative keywords to prevent budget wastage on misplaced ad placements, ensuring your advertising dollars are spent efficiently and effectively.

4. More Flexible and Accurate Targeting

Are you ready to jump into the world of Apple Search Ads? To truly leverage this platform, app marketers need more than just a grasp of ad placements and keyword selection—they need to master the subtle art of targeted customization. Here’s how you can finely tune your campaign settings to deliver your ads to an audience that exhibits both high quality and intent:

  • Pinpoint Accuracy with Device-Level Targeting: Choose between iPhones and iPads to display your ads where they will have the most impact.
  • Global Reach, Local Touch: Implement country and region-specific targeting to hone in on your desired demographic. For enhanced results, pair this with a multilingual keyword strategy, made simpler with today’s AI technology, ensuring that your iOS app resonates across different languages.
  • Location Refinement for Niche Markets: If your app is only operational in specific locales, adjust your ad’s reach to focus on these select areas only.
  • Demographic Specifics: Tailor your ads to reach certain age groups or genders for more personalized engagement.

Customer Type Targeting: Differentiate your approach based on the customer—be it all users, newcomers, returning visitors, or even those who have interacted with other apps from the same developer.

What’s next with Apple Search ads?

The landscape of mobile advertising is on the cusp of a major shift toward prioritizing user privacy, and by 2024, this new paradigm will be well established. Apple Search Ads has emerged as a pioneer in placing user privacy at the forefront of app marketing strategies. It’s crucial for app marketers to recognize the potential of Apple Search Ads as a key avenue for acquiring high-value users. The reasons listed provide insight into the value of ASA and why 2024 is a good time to invest in this area of marketing.

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