There’s an Ad for that
So you’ve just created an iOS app that’s the Next Big Thing. Or maybe, you’ve finally developed the hybrid mobile application that will take your web business to the next level.
Now, how do you get users to actually download it (and start making back the money you’ve invested in creating the app)?
Apple Search Ads, often colloquially called App Store Ads, are a powerful way to get your app in front of highly interested users. ASAs function similarly to Google Paid Search Ads in that you can define the target search terms that you want your ads to show up for. This effectively positions your app in front of people who are actively searching for your solution. Plus, instead of paying for impressions, you only pay when someone actually engages with your ad.
Unlike Search Engine Advertising, however, you are able to connect with users in a much more relevant and actionable context. Individuals who search on the Apple App Store are most likely doing so with the intention to, well, download an app. Since these people are very close to the moment of decision, the conversion rates on an ASAs are much higher than App Ads on other channels, like Google, Facebook, or even Instagram.
Maximize your return on investment
But to get the highest return for your investment, you need to have a multilayered Apple Search Ad strategy in place. Here’s how we do it:
We start with a thorough keyword research to determine what people search to find apps like yours. Then, we carefully select the search terms that have the most search volume and opportunity. This typically includes a combination of competitor app names, categorical keywords, problem-focused search terms, and solution-focused search terms.
Not all search terms are created equal. Some keywords- typically those with the most download potential- have much higher Cost Per Clicks than others. In order to eff which is why it’s important to have and dynamic keyword bidding strategy in place. We define how much we are willing to bid on a specific keyword, and we can adjust this in real-time as the market shifts and oscillates.
There are currently over 100 million iPhone users in the United States alone. However, unless your app gives away free money, or can locate the missing socks that have disappeared in the laundry, then not every iPhone user is a potential user for your app. That’s why it’s important to only target specific users who fit your target customer profile. By segmenting our audience by demographics, we can reach users who are most likely to find value in your App.
Some Apps perform better on iPads than they do on iPhones. Or perhaps the App requires software that’s only available on the most recent generation of iPhones. By controlling which devices we allow our ads to appear on, we ensure that we are not paying to reach users who can’t even use the Application on their device.
Location targeting is important to ensure the relevance of your ad to the searcher. For example, if your App tells users how long the lines are on the chair lifts at their favorite Ski Resorts, then you don’t want to be investing in users who are searching from Miami.
The last layer we add to our Search Ad Strategy is Ad Scheduling. We can control exactly when the ad is scheduled to appear, adding even more contextual relevancy and therefore increasing the likelihood of a download. To use the Ski Resort App example, your Application is not going to be very useful to users in Colorado in July. However, a user on the opposite hemisphere, 17 hours away in Australia, may find great use from the app. By scheduling what months, days, and even time of day that our ads will appear, we can get be sure that we’re maximize the Return on Ad Spend.