Apple Search Ads

Apple Search Ads is a paid advertising platform that allows developers to promote their apps in the App Store search results.

Why it matters

Increases app visibility directly in the App Store.
Targets users actively searching for apps.

How to measure

Track impressions, taps, and downloads.
Analyze performance over weekly or monthly periods.

Details

Apple Search Ads provides developers with a way to increase their app's visibility by appearing at the top of App Store search results. This is particularly useful for new apps or those in competitive categories. Advertisers can target specific keywords, ensuring their app appears when potential users are most likely to download.

The platform offers two main types: Basic and Advanced. Basic is simpler, with a cost-per-install model, while Advanced provides more control over targeting and budgeting, using a cost-per-tap model. Both options allow developers to set daily budgets and maximum bids to control spending.

Examples & formulas

For example, if your app targets fitness enthusiasts, you might bid on keywords like "workout" or "fitness tracker" to reach users actively searching for these terms.

Common mistakes

Ignoring keyword relevance, leading to low conversion rates. Ensure keywords match user intent.
Overlooking budget limits, which can result in overspending. Regularly monitor and adjust budgets.