What is ASA (Apple search ads)?
Apple Search Ads (ASA) was introduced in 2016, enabling developers everywhere to reach potential users on the App Store. Although it doesn’t have the biggest global market share (27% as of 2022), App Store users tend to spend more money on apps and in-app purchases.
Even then, 70% of Apple users still use the Search function on the App Store to find apps, and 65% of downloads come from App Store searches. Apple Search Ads (ASA) is still a valuable marketing tool for app marketers everywhere, and a good comprehension on how it works is essential to making your app visible.
Depending on your needs and level of expertise, two versions of Apple Ads are available: Apple Search Ads Basic and Apple Search Ads Advanced:
Basic
| Minimal management | No keywords refinement |
| Simple to set up | No audience refinement |
| Pay only for installs at a cost you choose | Budget limit |
| Intelligent automation | A limited number of apps that can be promoted |
| $100 credit for new accounts | Limited access to Attribution API |
Advanced
| Keywords refinement | No new account credit |
| Advanced Targeting | More complex |
| No budget limit | More time consuming |
| No number of apps limit | |
| Full access to Attribution API |
If you’re just starting out on your App Marketing journey, then we recommend the Basic version of ASA. Set up is incredibly simple, and you’ll get $100 credit for a new account, so you can start launching campaigns without spending your money. Also, you’ll only pay for installs at a cost of your choosing.
On the other hand, many optimization options that are crucial to get real results, like keyword and audience refinement, are only available to the Advanced version.
To maximize your app’s reach, you’ll need to use these options and analyze your chosen metrics to get a better insight into your campaigns performance. Send us a message on whatsapp if you want to get access to our ASA framework and best tips and strategies to get results on apple search ads.
In Conclusion
While Apple Search Ads may not have the biggest market share, it has one of the highest quality users in terms of revenue with a higher spending rate than other platforms.
If you’d like to learn how to launch a campaign on Apple Search Ads, click [here]. If you’re looking for tips on how to choose the best keywords for your campaign, click [here].