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Apple Search Ads, what is it and how to start using it

Dec 30, 2022

What is Apple Search Ads?

Apple Search Ads is a pay-per-click advertising platform that lets app developers and app marketers promote their iOS apps on the App Store. With Apple Search Ads, you can bid on specific keywords that people might search for when looking for an app on the App Store. When a user searches for one of your targeted keywords, your ad may show up at the top of the search results. This helps make your app more visible and gets more people to download it.

How to start using it?

To use Apple Search Ads, you'll need to create a campaign and sign up for an Apple Search Ads account. You'll need to give details about your app, like the name of the app, the name of the developer, and a link to your app on the App Store. You'll also need to choose the keywords you want to use and decide how much you want to spend on the campaign. You'll be charged every time someone clicks on your ad, so it's important to carefully manage your budget to make sure you're getting the most for your money.

Once your campaign is set up, you can use the Apple Search Ads dashboard to see how it is going. This will tell you how well your ad is doing, including how many people see it, click on it, and download it. You can use this information to improve the way your campaign works over time and make it work better.

How to optimize an apple search ads campaign?

Optimizing an Apple Search Ads campaign can help you get the most value for your money and drive more downloads of your app. Here are a few tips for optimizing your campaign:

  1. Choose the right keywords: Carefully select the keywords that you want to target in your campaign. These should be relevant to your app and likely to be used by users who are interested in your app. You can use tools like the App Store's keyword tool to help you identify the right keywords to target.

  2. Set the right bid: The bid is the amount you're willing to pay for a user to click on your ad. Setting the right bid can be tricky, as you want to bid high enough to be competitive, but not so high that you're spending more than you need to. You can use the Apple Search Ads dashboard to see how your bid compares to the average bid for each keyword, and adjust your bid accordingly.

  3. Use negative keywords: Negative keywords allow you to exclude certain terms from your targeting. This can be useful if you want to prevent your ad from showing up for irrelevant searches. For example, if you're promoting a cooking app, you might use negative keywords like "recipe" to prevent your ad from showing up for searches related to recipes.

  4. Test different ad creatives: Ad creatives are the graphics and text that make up your ad. Testing different ad creatives can help you see which ones are most effective at driving clicks and downloads. You can use the Apple Search Ads dashboard to see how different ad creatives are performing, and make changes as needed.

  5. Use data to make informed decisions: The Apple Search Ads dashboard provides a wealth of data about your campaign's performance. Use this data to make informed decisions about how to optimize your campaign. For example, if you see that a particular keyword isn't performing well, you might want to consider adjusting your bid or replacing it with a different keyword.

 If you need help with your Apple Search Ads Campaign, please reach out to me.

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