Tabarak Paracha
Guest post by Gabriel Kuriata, Content Manager at Splitmetrics.
Apple Search Ads is an advertising platform functioning within the App Store. It offers four ad placements – on the home page of the App Store, on the Search tab before a search is initiated, in the search results, and on app product pages.
Apple Search Ads has four ad placements. From left to right: Search tab, search results, Today tab, and product page.
Their exclusivity and specialization make them a key user acquisition channel on iOS. The outstanding performance of Apple Search Ads regarding possible return on investment (ROI) and ad spend (ROAS) is directly tied to its integration with the App Store. Apple Search Ads connects app developers to a very focused audience with a high intent of downloading new apps.
Being an integral part of the App Store, Apple Search Ads campaigns are highly sensitive to ASO (app store optimization) activities. They’re unique in this aspect, as they can positively influence organic user acquisition, effectively creating a synergy between them and ASO.
Study benchmarks to understand Apple Search Ads
Apple Search Ads can deliver fantastic results in terms of key performance metrics. The average conversion rate of the search results placement shared on the Apple Search Ads webpage is 60%.
Benchmarks shared by SplitMetrics, an app growth ecosystem, help to expand this view. SplitMetrics’ Apple Search Ads Search Results Benchmarks Report 2024 is based exclusively on data from campaigns run with its SplitMetrics Acquire Apple Search Ads management platform. As such, it shows what can be accomplished on the platform using high-degree (or complete) automation, AI-driven market insights, and ASO. For example:
- The average tap-through rate (TTR) amounted to 10.22%, and the average conversion rate (CR) was 65.37%;
- All this with the average cost-per-tap (CPT) set at $1.59 and the cost-per-acquisition (CPA) at $2.58.
The chart below shows a sample of data from the report. Some categories show outstanding values (Entertainment), while even those from the bottom of the ranking are still doing well compared to the official figure.
A sample chart from SplitMetrics’ Apple Search Ads Search Results Benchmarks Report 2024. It shows the average conversion rate for app categories based on Apple Search Ads campaigns run with SplitMetrics Acquire.
Official data released by Apple Search Ads also delivers more incentive to make the platform an indispensable channel in any paid user acquisition mix. More than 70% of visitors to the App Store use search to find new apps. The majority of downloads happen after a search query. The Today tab has over half a billion visits every week.
The SplitMetrics report focuses on search results ads but highlights the importance and benefits of multi-placement campaigns. It contains a wealth of data backed and expanded by dozens of comments and insights from mobile marketing industry experts. Access the full report online on SplitMetrics’ website.
Image from Tenjin’s ‘From Hyper to Hybrid in 2024‘ report which includes a breakdown of Ad Spend & CPI by Platform, Ad Network & Country Rankings for Hyper & Hybrid Casual Games in 2024
When examining the best ad networks for advertising hyper or hybrid casual games in 2024, Apple Search Ads holds the top position in both in-app purchases (IAP) and in-app advertising (IAA). However, according to Tenjin’s ‘From Hyper to Hybrid in 2024‘ report, Apple Search Ads does not rank in the top 5 ad networks based on ad spend.
What is App Store Optimization (ASO)?
ASO, or App Store Optimization, is the process of improving an app’s visibility and discoverability in app stores through strategic optimization of various elements like keywords, metadata, and visuals.
App store optimization is the foundation of all Apple Search Ads success stories. In Apple Search Ads, all ad types are created using product page metadata and visual assets. Careful optimization of these elements will tremendously impact attainable conversion rates and overall campaign performance.
Consequently, ASO significantly impacts Apple Search Ads, but Apple Search Ads also can boost an ASO strategy significantly.
What are the benefits of ASO & Apple Search Ads synergy?
ASO optimizes organic presence, while Apple Search Ads targets specific keywords through paid ads and grants additional exposure through other placements. The synergy between the two is visible in:
- Improved organic rankings: bidding on specific keywords in Apple Search Ads can improve their organic rankings. Additionally, boosting traffic to an app’s product page may positively impact all organic rankings, as downloads and engagement are significant ranking factors.
- Increased conversion rate: a strong ASO strategy with compelling visuals and persuasive descriptions can lead to higher conversion rates, which impacts the performance of Apple Search Ads campaigns.
- Optimized spend: ASO helps improve app relevance and conversion rates, maximizing the effectiveness of Apple Search Ads campaigns and optimizing ad spend.
Overall, the synergy between Apple Search Ads and ASO creates a holistic approach to app discovery, maximizing visibility, conversion rates, and return on investment.
How do you create the Apple Search Ads and ASO synergy?
Achieving the synergy between Apple Search Ads and ASO requires preparation and careful planning. Take the following steps to benefit from it the most.
Use data insights from Apple Search Ads for ASO
Apple Search Ads provides valuable information for your organic keyword expansion and selection. Study it before you choose your app’s name (title), write a compelling subtitle, and define top-priority keywords for the keyword field.
The key metric you should be looking at is Search popularity. It is displayed as numbers from 1 to 5, with five being the most popular (source: Apple Search Ads). SplitMetrics Acquire expands this metric and even provides its unique metrics (but ultimately, they rely on data from Apple Search Ads). Another example is that AppRadar provides a “Difficulty value” parameter, which may help evaluate keyword organic ranking viability.
Search popularity in Apple Search Ads is displayed with blue dots (representing values 1-5). SplitMetrics Acquire uses a broader scale of 5-100. The image shows how a free Google Chrome extension changes the default view in Apple Search Ads.
The app’s title, subtitle, and the keyword field are key organic ranking factors on the App Store. Keywords in them should be carefully selected.
Choose the right organic keywords to bid on
A case study of Locals confirms a direct link between Apple Search Ads and organic results. This Social Networking app encountered a challenge with branded searches dominating, while relevant generic keywords proved fiercely competitive.
However, bidding on those generic keywords in Apple Search Ads brought a breakthrough that resulted in higher organic positions. Read the entire case study on SplitMetrics’ blog: Locals: How to Sync ASO & Apple Search Ads for Higher Organic Ranking.
More case studies prove a direct interrelation between Apple Search Ads and organic rankings. Rockbite Games faced a similar challenge, ultimately increasing keywords in the top 10 from 26 to 112. Read the entire case study on SplitMetrics’ blog: How Apple Search Ads Helps to Increase Organic Traffic.
You might be concerned about traffic cannibalization at this point, but notice the behavior of search results ads in cases when the app also has the first position organically:
An example of search results ads in Apple Search Ads being reduced to give more prominence to organic top positions of the same apps. Source: the App Store.
Create a multi-placement strategy
Downloads and engagement are key ranking factors on the App Store. Driving traffic to your app’s product page will result in an overall improvement of your organic positions and traffic. As the two previous case studies highlighted, acquiring valuable traffic for branded keywords may be challenging early on. This is why both strategies involved bidding on popular and relevant generic keywords.
Traffic from branded keywords (those that include the name of your app) is highly convertible, and you should strive to get it. A multi-placement ad strategy may give your app an increased reach and visibility on the App Store, growing your brand awareness and therefore positively influencing ASO. This is the exact case of MY.GAMES. This developer managed to boost branded searches with this strategy. Read the full case study here: Players defend castles against enemies. Rush Royale boosts reach.
Launch pre-order campaigns
The case study of Livintis shows how important traffic and engagement are to organic rankings. Apple Search Ads pre-order campaigns help to accumulate users and boost installs on the release day. This, in turn, improves ranking for specific keywords and allows it to be made to the top for the ones with high competition. We encourage you to read the entire case study on our blog: How to Streamline ASO Efforts with Apple Search Ads Pre-Order Campaigns.
Capitalize on holidays & seasonality
Holiday app campaigns are vital for App Store marketing, and the synergy between Apple Search Ads and ASO will be powerful for them.
Apps often update visuals to match seasonal themes, like Health & Fitness apps using summer-related imagery. Search queries fluctuate during holidays, so ASO strategies should adapt. Synchronize Apple Search Ads with app updates for maximum impact. Traffic surges during holidays, offering opportunities for in-app events and special offers.
ASO specialists can leverage festive periods through various strategies, including updating imagery and incorporating trending keywords. Automation rules in SplitMetrics Acquire can help detect trending keywords and adjust bids in Apple Search Ads accordingly.
An example of visual re-design of an app’s product page assets for summer holidays. However, for almost all apps, scope updates frequently go beyond visuals. Many new search queries gain prominence during holidays (summer workouts, summer photo filters). ASO specialists should take advantage of that. Read more about holiday ASO optimization in SplitMetrics’ Ultimate Seasonality Guide for User Acquisition on the App Store.
Use A/B testing of creatives for maximum conversion uplift
The case study of Restyle shows the significance of A/B testing in conversion rate optimization, which contributes to the synergy between Apple Search Ads and ASO.
Restyle ran a series of tests to change the app’s title, video preview, and screenshots. This enabled us to achieve synergy between ASO and Apple Search Ads. Source: SplitMetrics Optimize.
A/B testing is the source of real-life data, which helps put parameters such as Search popularity into the individual context of a particular app. Read more about it in the entire case study: Restyle: Achieving Higher Organic Rankings through ASO and Apple Search Ads Synergy.
Pay attention to your reviews & ratings
User reviews and ratings aren’t under your control, but managing them through meaningful interactions can significantly influence your app’s success in the long run. Remember that 90% of users consider star ratings essential to app evaluation. Review management works for the benefit of both Apple Search Ads and ASO. Poor reviews and low ratings will impact both organic & paid results, as the App Store strives to deliver its users the best possible results for their search queries and recommends only the apps with the highest potential of meeting their expectations. You can read more on review management and how it impacts ASO in this guide on App Radar’s blog: The ultimate guide to Google Play and App Store ratings and reviews. The platform offers comprehensive, AI-driven features for review management.
Always localize your app for markets you’re running campaigns for
Localizing your product page to scale on foreign markets is a crucial aspect of ASO, as regional preferences significantly impact conversion rates. The scope of localization goes beyond merely translating descriptions and text information. The goal is to appeal to local sensibilities through relevant imagery, style, color patterns, and other design elements.
Change the imagery in your app’s screenshots to appeal to different geo-markets. Source: App Radar.
Conclusion
Apple Search Ads delivers data crucial for ASO and can be a source of traffic necessary to trigger organic results. ASO focuses on conversion rate optimization and visibility, boosting the effectiveness of paid user acquisition.
The strength of the synergy between them depends mainly on how much effort you put into laying the foundations with localization, keyword optimization, review management, etc. However, it’s vital to understand that high-level optimization of Apple Search Ads campaigns is equally essential. How do you reach it?
Why is Apple Search Ads automation & optimization so important?
Treat Apple Search Ads and ASO equally. It’s the key to capitalizing on the synergy between them. Don’t treat one merely as a tool to boost the other. Both require strategy, planning, and maintenance. Key benchmarks shift seasonally, which means considerable fluctuations in performance metrics for particular keywords. New opportunities can pop up, just like new competitors and reshape the profitability of your campaigns and organic rankings.
Apple Search Ads, just like ASO, requires plenty of reactive management to adjust and optimize your campaigns to the current situation on the App Store, as well as proactive, data-driven, continuous optimization. SplitMetrics Acquire, an Apple Search Ads management platform with a high degree of automation available, can help deliver KPIs with values close to those we mentioned in the context of our benchmarks report. It accomplishes them through automation rules that detect changes in metrics and react to them accordingly, filter keywords, detect new ones, or just take over campaigns entirely, using the power of machine learning.
How to get started with Apple Search Ads?
ASO is the top priority for small and growing app developers, who frequently see it as a “free” way to boost visibility on the App Store. However, ASO, as a foundation of every successful marketing campaign, simply can’t function independently. That much-desired “snowball effect” needs a good kick in the form of paid traffic.
A screenshot of the SplitMetrics Acquire platform.
Luckily, with the launch of SplitMetrics Acquire Starter Plan, a free solution for Apple Search Ads, even those developers with really tight budgets can follow the best practices described in this article and create an ASO and Apple Search Ads synergy that will allow them to build a steady, incremental growth in downloads and hopefully – revenue.
