Example of an ad in the iTunes App Store
Apple recently launched Apple Search Ads, the first paid advertising channel for the App Store.
The platform has demonstrated notable success to-date. Initial findings show that these types of ads deliver quality users at scale with solid retention.
Bottom line: Apple Search Ads show huge potential.
This is in comparison to other install acquisition channels, for example advertising on mobile ad networks.
As opposed to mobile ad networks, Apple search ads are not display-based. You’re not going to see a random ad when browsing the app store.
Instead, they work a lot like Google’s search network.
You only see an ad when searching the app store for something specific.
It’s intent-driven marketing at its finest. You are offering a solution to a potential customer who is already searching for something related to your product.
You are providing a solution to something they are already looking for.
The meat of a campaign is keyword-driven. It’s similar to Google’s PPC (pay-per-click) advertising – you bid on specific keywords and only get charged per click (or in this case, tap).
The beauty of this is that you can run tests on various groups of keywords. And your audience consists of potential customers who are already looking for a product or service like yours.
This is perhaps why Apple Search Ads are out-performing other mobile ad networks.
The customer is targeted directly from within the App Store.
Users have intent to install within a captive place.
Only time will tell if this channel will be a.) viable in the long term (e.g., most cost-effective) and b.) scalable, particularly with the holidays right around the corner when ad cost tends to go through the roof.
As of now, it’s safe to say that ASA is looking promising as a reliable long-term solution for mobile user acquisition.
You can find a nice preliminary findings report presented by AppsFlyer here.
