Apple Search Ads revolutionized the way iOS app marketers approach campaign management by offering various ad placements within the App Store. These placements are strategically designed to capture users' attention at different stages of their app discovery journey.
If you've been using Apple Search Ads for a while, you might think you've used all the keywords and growth opportunities. With the introduction of multiple ad placements, now you have more opportunities to expand your advertising efforts and engage with audiences in a more segmented and targeted manner.
The importance of the ad placements
Apple's introduction of three new ad placements alongside the traditional search results has expanded advertising opportunities within Apple Search Ads. This strategic expansion allows marketers to engage with users at various stages, facilitating both direct sales and brand awareness campaigns. The structured ad placements empower app advertisers to run multiple campaigns simultaneously, maintain seamless communication with their audience, and exercise control over their campaign objectives.
The Awareness Stage
At the initial stage of the user funnel, the Today Tab ad placement on the first page of the App Store introduces users to a diverse array of useful apps, creating an inviting environment for potential downloads.
The Desire Stage
As users gain information about app categories and express interest in engaging with specific apps, the Search Tab ad placements coincide with this stage, ensuring top-of-mind recall as users enter search queries in the App Store.
The Interest Stage
At this stage, the Search Results Page ad placement, driven by keyword targeting, presents an opportunity for advertisers to capture users' mindshare right after they submit specific search queries, driving conversions effectively.
The Action Stage
In the final stage of the funnel, Custom Product Pages (CPP) play a crucial role in providing contextual and customizable ad content, allowing iOS app marketers to showcase their brand's identity and user value post-installation.
When examining each ad placement offered by Apple Search Ads, it's clear that thoughtful consideration has been given to each. Apple's ad placement structure provides app advertisers with the opportunity to engage audiences at every stage of the pre-installation journey.
This visibility structure can have a positive impact on app marketers by:
- Running multiple marketing campaigns targeting different audience segments based on their conversion stage or brand awareness level.
- Providing a seamless process to keep audiences engaged throughout their entire journey on the App Store.
- Empowering app marketers to regain control over which pre-installation campaign objectives to support and what content may be deemed redundant.
Now, let's delve into how Apple Search Ads placements impact user funnel stages.
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Exploring the 4 Types of Apple Search Ads Placements
Apple Search Ads offers four distinct ad placements within the App Store, each designed to engage users at different points in their journey of discovering new apps. By leveraging these placements, marketers can tailor their campaigns to align with specific stages of the user funnel, from initial awareness to the final action of downloading an app. Let’s delve into each placement option and its strategic importance.
1. Search Results Ads
Search Results Ads are a fundamental component of Apple Search Ads. These ads appear at the top of the search results when a user enters a query in the App Store. The high intent of users at this stage makes Search Results Ads incredibly valuable; these are individuals actively seeking out apps, ready to download.
The ads are displayed prominently, ensuring that if your app matches the user's search term, it stands a good chance of capturing attention and potentially converting to a download.
2. Search Tab Ads
Search Tab Ads are positioned at the top of the Suggested list within the Search tab, capturing users' attention before they even start typing a search term. This placement is particularly powerful because it taps into the behavior of the majority of App Store visitors who use the search function to find new apps.
By placing an ad here, marketers can preemptively suggest their app to users, increasing brand visibility and the likelihood of a download following a search.
3. Today Tab Ads
Today Tab Ads are showcased on the front page of the App Store, which is the first screen users see upon opening the app. This placement offers an unparalleled opportunity for brand exposure. Today Tab Ads are particularly effective for campaigns aimed at boosting brand awareness.
They allow marketers to present their app to a broad audience, making a memorable first impression that can lead to future app installations as users become more familiar with the brand.
4. Product Pages Ads
Product Pages Ads appear at the top of the "You Might Also Like" section on an app's product page.
These ads target users who are actively exploring and considering various apps. By selecting specific categories or similar apps for your ads to appear on, you can directly reach users who have demonstrated interest in your app's niche.
This strategic placement not only enhances brand awareness but also allows you to engage with users who are in the later stages of the decision-making process, increasing the likelihood of conversion.
Matching Apple Search Ads Placements to Campaign Objectives for Maximum Performance
To maximize the performance of an Apple Search Ads campaign, it's crucial to align the ad placements with the specific objectives of the campaign. Each placement option within Apple Search Ads can serve different purposes and, when used strategically, can drive different outcomes for an app marketing campaign.
Here's how marketers can match each placement to their campaign objectives:
Strategy 1: Increase Brand Awareness with Search Results and Today Tab Ads
For marketers aiming to increase brand awareness, the goal is to get the app in front of as many eyes as possible. This is where
Today Tab Ads shine. They are displayed on the App Store's first page, ensuring high visibility. By using Today Tab Ads, marketers can introduce their app to a wide range of users, regardless of whether they were initially searching for it.
Search Results Ads complement this approach by targeting users who have demonstrated a clear intent to find an app within a particular category or niche. When these users conduct a search, your app appears at the top of the results, further reinforcing brand recognition. Together, these placements can create a strong brand presence in the App Store.
Strategy 2: Drive Engagement with Product Pages and Today Tab Ads
Engagement is key for marketers who want users to interact with their app.
Product Pages Ads target users already exploring related apps and are likely to be interested in what your app has to offer. These ads are placed in the "You Might Also Like" section, which users see when they are actively looking for new apps to download, making them more likely to engage with the ad.
Pairing Product Pages Ads with
Today Tab Ads can amplify this effect. The Today Tab gives your app a chance to make an impression on users before they even start their search. When these users later see your app again in the Product Pages Ads, the repeated exposure can increase the likelihood of engagement and conversion.
Strategy 3: Optimize Costs with Search Results and Search Tab Ads
Cost optimization is a common objective, especially for campaigns with limited budgets or for apps that require a high volume of installs to be profitable.
Search Results Ads can be more expensive due to their high visibility and the intense competition for popular search terms. However, they are also more likely to convert users who are actively searching for apps.
Search Tab Ads offer a cost-effective complement to Search Results Ads. They target users who are about to search but haven't entered a query yet. By appearing in the Suggested list, these ads can capture user attention early on and can be a more budget-friendly way to maintain visibility in the App Store without the higher cost associated with Search Results Ads.
By using these strategies, you can take advantage of all the different ad placements Apple Search Ads offers and expand your campaigns effectively.
Perhaps you would prefer to find a professional ASA expert to help you formulate your strategy, plan your advertising account structure, and ultimately achieve results. If so, please
contact us. We are committed to customizing and managing effective advertising strategies for you, to maximize the achievement of your marketing objectives.
