Apple Search Ads platforms provide a targeted way for app owners and marketers to reach potential users at the moment they’re ready to download.
Unlike ads on Facebook, Google, or Instagram, which often catch users in the middle of their browsing, Apple Search Ads appear when users are actively searching for apps in the App Store. This results in higher intent and conversion rates, making it a powerful tool for app marketing campaigns.
Top Apple Search Ads Platforms
With the Apple platform becoming the backbone of most mobile and app services, marketers are looking into iOS Search Ads more than ever now to successfully connect with their users.
By leveraging Apple Search Ads platforms, you can help users discover exactly what they’re looking for without interrupting their browsing experience. These platforms are designed to seamlessly integrate into the App Store search process, providing a non-intrusive yet highly effective way to promote your app.
This approach not only enhances user experience but also significantly boosts your app’s visibility and download rates.
In this guide, we will explore the top Apple Search Ads platforms and highlight the prime benefits of working with them. We’ll delve into the unique features that make these platforms indispensable for successful app marketing campaigns. Partnering with one of these platforms can provide the edge you need to maximize your app’s reach and performance in the competitive App Store environment.
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What are Apple Search Ads?
Apple Search Ads (ASA) are a powerful tool designed to drive traffic directly to your app through search. This iOS app promotion platform from Apple Inc. connects you with your target audience, making it easy for users to discover your app when they type relevant keywords into the App Store.
These ads take the form of sponsored text ads that appear across all iOS devices, including iPhones, iPads, and MacBooks. This method ensures that your app is visible to users at the moment they are actively searching for solutions, enhancing the likelihood of downloads.
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Contact UsOne of the key advantages of Apple Search Ads is their ability to deliver highly targeted advertising. By matching your app with relevant search queries, ASA helps you connect with users who are already interested in what you offer, increasing the chances of a successful download and engagement.
For app developers, creating search ads for Apple devices can be incredibly beneficial, especially as the platform grows in popularity. In 2020, Apple generated $274 billion in revenue, with 50% coming from iPhone sales alone. This highlights the vast audience available for targeting through ASA.
As mobile app installs continue to surge, increasing by 50%, apps play an integral role in helping marketers connect with their audience. With so many users browsing on Apple devices, integrating Apple Search Ads into your app marketing campaign is a smart move. Reach your audience effectively and efficiently when they are most receptive.
Top Apple Search ads Platforms and Companies
The best Apple Search Ads platforms
Apple Search Ads platforms specialize in enhancing the visibility and ranking of mobile apps within the app store. These platforms employ a variety of techniques, such as keyword optimization, A/B testing, and competitor analysis, to boost an app’s chances of being discovered by potential users actively searching for relevant keywords.
In addition to increasing app discoverability, Apple Search Ads platforms focus on improving conversion rates and user acquisition strategies, ensuring that your app not only gets noticed but also gains more downloads and active users.
We’ve curated a list of the best Apple Search Ads platforms below to help you elevate your app marketing strategy and achieve exceptional results.
1. Search Ads Optimization
Search Ads Optimization is a specialized agency dedicated to maximizing the performance and impact of apps through tailored Apple Search Ads strategies and services.
The agency excels in enhancing app visibility and user acquisition by implementing advanced marketing techniques specifically designed for Apple Search Ads.
Overview
Search Ads Optimization was founded with the goal of helping app developers and marketers achieve exceptional results within the App Store. The company is based in New York, USA, and serves a diverse range of clients from various industries.
With a deep understanding of the Apple Search Ads ecosystem, Search Ads Optimization is dedicated to driving app growth and achieving remarkable outcomes for its clients.
Services
Search Ads Optimization provides its customers with the following services:
- Improves app visibility and download rates through expertly managed Apple Search Ads campaigns
- Utilizes sophisticated keyword optimization, A/B testing, and competitor analysis to enhance ad performance
- Focuses on user acquisition strategies to attract high-intent users actively searching for relevant apps
- Increases conversion rates and user engagement through targeted ad placements and continuous campaign optimization
2. REPLUG
REPLUG is a mobile app optimization company that specializes in helping app developers and companies grow their mobile presence and achieve higher user engagement.
The team offer a range of services aimed at optimizing app performance, user acquisition, and retention, including managing paid user acquisition campaigns across various channels such as social media, search engines, and ad networks.
Overview
Services
REPLUG provides its customers with the following services:
- Develops strategies to retain users and keep them engaged through push notifications, in-app messaging, and personalized marketing
- Produces compelling ad creatives, app store screenshots, videos, and other visual assets
- Provides detailed analytics and reports to track the performance of marketing campaigns
3. Favoured
Favoured is a multi-channel agency that specializes in paid social media marketing and can assist with mobile app optimization as well. The team has experts in TikTok, Apple Search, and Instagram advertising, and it also offers Google PPC and YouTube advertising.
Favoured is known for its results-driven approach and has received several accolades.
Overview
Favoured is a multi-channel digital marketing agency founded in 2017. It specializes in driving growth for innovative companies.
Based in London and Leeds, the agency is known for its strategic approach to digital marketing, focusing on achieving measurable results for its clients. Favoured has worked with prominent brands, including Durex, Elvie, and Wombat Invest.
Services
Favoured provides its customers with the following services:
- Motion graphics and video filming to create content for your social and ads to drive user acquisition
- App conversion strategy, email, push and in-app pop-up automation, CRO and ASO
- Paid social media marketing with expertise in TikTok, Apple Search and Instagram advertising
4. Search Ads Maven (by Kochava)
Search Ads Maven by Kochava is a next-generation campaign management & automation platform—acting as a central data and intelligence hub to scale and optimize your Apple Search Ads campaigns. Marketers use Search Ads Maven to craft and execute winning growth strategies on Apple Search Ads in ways not possible through other tools or their Search Ads dashboard alone.
Overview
Search Ads Maven provides advanced campaign management and automation tools that maximize your spend efficiency and growth potential on Apple Search Ads. The platform supports integration with Kochava or any other mobile measurement partner (MMP).
Kochava Inc. is a real-time data solutions company offering the leading omnichannel measurement and attribution solutions for data-driven marketers. We empower advertisers and publishers to measure what matters with tools that deliver better insights and actionable data in one operational platform.
Services
Search Ads Maven provides its customers with the following services:
- Advanced analytics and impression share reporting
- In-depth keyword analyzer with AI-powered keyword suggestions
- MMP integrations to ingest post-install events for lower-funnel ROAS optimization
- Limitless automation rules with Automation Studio
5. ConsultMyApp
ConsultMyApp is a data-driven mobile marketing agency specialising in helping clients maximize the performance and impact of their apps through various innovative strategies and services.
The agency is able to implement marketing tech to support app growth as well as develop comprehensive marketing strategies that are tailored to client needs.
Overview
ConsultMyApp (otherwise known as CMA) was founded in 2016 and is headquartered in London, UK, with additional locations in Germany.
The company works with a variety of long-term clients, including well-known brands such as Deliveroo, The Telegraph, Tide, and PureGym.
Services
ConsultMyApp provides its customers with the following services:
- Employs strategies to acquire new and long-term users through paid advertising campaigns
- Enhances user engagement and retention through leading customer relationship management
- Improves mobile app visibility and download rates across the app stores
6. PreApps
PreApps is a leading app marketing agency that helps app developers achieve significant growth (and visibility) for their apps by using marketing strategies that generate interest and build hype.
PreApps has been instrumental in the success of many apps, helping them achieve millions of downloads. Their expertise covers multiple app categories, including games, health and wellness, productivity, social, and even travel apps.
Overview
PreApps was founded in 2012 by Sean Casto and is headquartered in Boston, United States.
The company has a strong track record, having worked with high-profile clients such as Facebook, Google, Microsoft, Amazon, Adobe, ESPN, Disney, Warner Bros., Sony, and NBC Universal.
Services
PreApps provides its customers with the following services:
- Facilitates beta testing to gather user feedback and improve app functionality
- Enhances app store listings by optimizing keywords, writing compelling descriptions, and designing eye-catching visuals to improve visibility
- Implements marketing strategies to generate interest and build hype before an app’s launch through press releases, social media marketing, and influencer outreach
7. SplitMetrics
SplitMetrics is a platform that helps mobile app developers and marketers optimize app store pages for increased conversion rates. It allows users to A/B test different app store elements such as icons, screenshots, and descriptions to see which ones perform the best.
This helps developers and marketers make data-driven decisions to improve their app store presence and attract more users.
Overview
SplitMetrics was founded by Max Kamenkov and Eugene Nevgen in 2015.
SplitMetrics has served a wide range of clients, including major companies and well-known brands, including: Google, G5 Entertainment, Huuuge Games, Opera, MY.GAMES, Zynga, Social Point, and Wargaming.
Services
SplitMetrics provides its customers with the following services:
- Allows app developers to test different versions of app store elements, such as icons, screenshots, videos, titles, and descriptions, to determine which variations drive the most conversions
- Services to enhance app store creatives, including icons, screenshots, and video previews, to attract more users and increase download rates
- Identifies and optimizes relevant keywords to improve app search rankings in app stores
8. Phiture
Phiture is a mobile growth consultancy and marketing agency known for its industry-acclaimed Mobile Growth Stack, a strategic framework for supporting mobile app growth.
A key focus of the agency is enhancing user engagement and retention for clients as well as improving conversion rates. Consultants conduct a bespoke, 360-degree audit of a company’s existing paid user acquisition strategies.
Overview
Phiture is a mobile growth consultancy and agency that’s based in Berlin. Founded in 2016, it’s known for providing strategic growth advice.
The agency works with prominent clients such as Headspace, Adobe, and Spotify, and it was voted Germany’s top B2B company for 2022 by Clutch.co.
Services
Phiture provides its customers with the following services:
- Enhancing user engagement and retention and maximizing subscription revenue
- Improving app visibility and conversion rates and running paid acquisition campaigns
- Providing leading strategic growth advice that grows mobile businesses
9. Moburst
Moburst is an app store optimization company that specializes in promoting mobile apps. The company offers a range of services, including complete app store optimization, mobile advertising, influencer marketing, and social media marketing.
Moburst helps app developers and publishers increase their app’s visibility and boost their user acquisition.
Overview
Moburst was founded in 2013 by Gilad Bechar. It serves startups and brands such as Google, Samsung, Reddit, Uber, Dunkin, YouTube, Bumble, Robinhood, and Playtika.
Moburst has offices in New York City, San Francisco, London, and Tel Aviv.
Services
Moburst provides its customers with the following services:
- Purchases ad space across various platforms to target the right audience effectively. Moburst uses data-driven strategies to optimize the cost per install and maximize return on investment
- The production of banners, video ads, and other promotional materials
- Optimizes your app’s presence on app stores to improve visibility and increase download rates. This includes keyword optimization, creative asset design, and full localization
10. The ASO Project
The ASO Project is a company that specializes in app store optimization and mobile marketing services. The platform provides strategies and solutions to help apps improve their visibility and performance in app stores.
The team is able to adapt app store listings for different languages and regions to reach a global audience as well as provide Apple Search Ads management services that incorporate a custom, in-house search ads platform.
Overview
The ASO Project was founded in 2018 by Max Kamenkov and Eugene Nevgen, who are also the founders of SplitMetrics.
Some of their key clients include Tappx, Crazy Labs, BoomBit, AppLovin, Plarium, Social Point, and SayGames. All of which have leveraged The ASO Project’s expertise to optimize their app store presence.
Services
The ASO Project provides its customers with the following services:
- Designing and optimizing app icons, screenshots, and video (previews) to increase appeal and conversions
- Testing different app store elements to determine which versions drive the best results
- Analyzing market trends and competitor performance to identify opportunities for improvement
11. AppTweak
AppTweak is a comprehensive ASO platform that was designed to help app developers and marketers improve their app’s visibility, ranking, and performance across app stores.
They provide tools to identify and optimize relevant keywords to improve app search rankings as well as creative services to enhance app icons, screenshots, and video previews to increase user engagement and conversions.
Overview
AppTweak was founded in 2015 by Nicolas Gremion and Thomas Petit.
Key clients include Gameloft, G5 Entertainment, Nexon, Yandex, Bumble, Wish, Redbox, Glu Mobile, Clash Royale, and Miniclip. These clients have utilized AppTweak’s ASO tools and services to optimize their search rankings and boost their conversions.
Services
AppTweak provides its customers with the following services:
- Enhances app icons, screenshots, and video previews to increase user engagement and conversions
- Tests different app store elements to determine which variations perform best
- Translates and optimizes app store listings for different languages and regions to reach a global audience
What are the benefits of Apple Search Ads?
Did you know that 70% of App Store visitors use search to find apps? And did you know that Apple Search Ads has an average conversion rate of 50%?
This is a significant number considering there are 20 million registered iOS developers earning 500 million visitors per week via the App Store. So, it is no secret that the App Store has become an important platform for marketers to share their apps with potential consumers.
Optimizing your Apple Search Ads with an effective campaign strategy can boost your app’s visibility, making it easier for users browsing the App Store to find you.
Why iOS Search Ads? Well, what if we told you the App Store is the new Google in the app world…
Higher App Store rankings
The App Store Search operates differently than traditional search engines, such as Google or Bing. For example, based on the users’ interactions, the App Store narrows their search results down to apps that are likely more suitable for their interests.
A keyword may generate different results on the App Store than it would on search engines. Some may be more successful on Apple’s search platform, but would not perform so well on Google.
This is because App Store visitors are considered a high-intent audience, as they fully intend on installing an app already. Implementing a wide range of relevant search terms in ads will therefore improve rankings.
Instantly match with ad keywords
You not only want to rank #1 on your app name, but also amongst the top highly relevant and popular keywords. This is why you need to invest in Apple Search Ads.
It will allow you to run a fantastic campaign against your competitors, by also incorporating App Store Optimization (ASO), so that you rank higher in the App Store Search.
The more you optimize your app and use high search volume keywords, the more App Store visitors will find your app, the more downloads you will get, and the more revenue you will make. Simple.
Creative Sets
Apple Search Ads automatically creates a combination of images and ad copy within the metadata of your ad profile. In addition to this format, with the Advanced tool, Apple offers app developers Creative Sets to create ad variations to enhance these images and text ads even further.
Creative Sets include screenshots and app previews that you can select according to your specific ad group keyword themes and audiences. This tool allows you to boost ad performance and target users that are most likely to convert into loyal customers.
Apple Search Ads uses a single, sponsored ad that may appear at the top of search results when a user is browsing. They have a blue background and ad disclosure icon. They can appear in one of several formats, depending on the user’s device type, and what may work best for the search query and user.
Make more money with iOS Apps
It’s all about the money. And it is no secret that Apple’s App Store makes more money than the Google Play Store does. With Apple being the most popular SDK, the App Store continues to significantly make higher global revenues than Google Play.
This means that Apple users spend more, allowing us to conclude that they spend more than Android users. By using Apple Search Ads, you are therefore more likely to hit those high numbers than you are with other platforms because iOS users are spending money.
Now that we have summarised the highlights of Apple Search Ads and why it may be just the thing your app needs to skyrocket those installs, here is a compact list of the key features of this innovative marketing format:
Key iOS Search Ads features
- 70% of App Store visitors search to find apps
- Reach engaged users at the exact moment they’re searching for your app
- Set your own bids and budgets
- View detailed reports of all key metrics
- Pay only for installs at a cost you choose
- Pay only when a user taps on your ad
- Quick-view dashboard tracks ad performance
- Minimal ongoing management needed
- Tailor keywords and audiences for your unique ad
Using Apple Search Ads for your app to attract users that have a proven interest in the services of your business is a valuable branding tool. But it can only be as successful as the ad marketing strategy behind it.
How do I set up Apple Search Ad campaigns?
When you first set up Apple Search Ads, there are two solutions available that offer a variety of options to redefine your campaign.
Choose the solution that fits your unique app requirements.
Apple Search Ads Basic vs Advanced: Which to choose?
The platform features two plans: Basic and Advanced.
Basic
With the Basic plan, maximize your performance with ads at the top of App Store search results.
- Currently available only for the US market
- Set up your app ad campaigns with a specific CPI you choose and let it run independently – no need to manage it
- The minimum budget for the Basic plan is $5,000 per app per month
- Track your performance on the quick-view dashboard
The minimum budget for the Basic plan is $5,000 per app per month.
Advanced
With the Advanced plan you can get your app seen before people search with Search tab ads and when users search with an ad at the top of search results.
- Set up your target keywords & audiences you want to reach
- Set bids and budgets you plan to spend
- Only pay when mobile users tap on your ads.
- The average Cost per Tap of Apple Search Ads is around $0.84
- Track key metrics with detailed reports
- Measure value and manage at scale with Apple’s APIs
The steps in choosing your keywords and categorizing your audience can be more important than you may assume. These crucial components all belong to optimizing your iOS Search Ads to appear on the top of the list of browsers with a proven interest in your app services. So, you want to ace these steps to really make those conversion rates skyrocket.
How do I optimize my Apple Search Ads?
Keep a keyword pool
Before discussing the purpose of keeping a keyword database, it’s crucial to know how to choose your target keywords. A successful Apple Search Ads campaign is defined by the best selection of relevant keywords that resonate with your app services.
In order to select the right keywords you need to choose the keyword match type you want to use so that Apple understands how you want bids to be placed on your keywords.
You can opt for keywords that are a broad match, which are terms that are related searches, phrases and synonyms, with misspellings and plurals. Or, you can choose ones that are an exact match, with common misspellings but target a narrower audience, as they tend to have fewer impressions.
Keywords with search match is the most effective option, as it allows the App Store to automatically link your app to relevant keywords and search terms by analyzing your app’s metadata.
You have now selected the right keyword match type for your ad campaign. But how and where do you find keywords in the first place?
Keyword research
Simply type relevant search terms into the App Store that you think best link to your app. You can do research into your target audience and analyse their behaviors by looking into your competitors as well.
The best way to go about this is by creating personas of your target users. These outline what a typical member of your target group may look like and their fictional representation that is created on the basis of behavioral and personality observations gained by your competitor analysis.
Competitor research also includes observing what terms visitors used to search for a similar app. The search results will also automatically generate popular terms and apps in the same field. If they are relevant to your app’s type, aim to rank for these keywords with your ad content.
Discovery campaign
By running an Apple Search Ads discovery campaign you can explore new keyword patterns and trends that are relevant to your app and fit your niche audience group. This way you can efficiently improve your App Store Optimization, attracting more users to your app and bumping up those app installs.
With the Search Match and Broad Match features you will be able to discover valuable keywords that are performing well and promise good cost-per-acquisition (CPA) and tap-through rate (TTR).
Once you have analyzed and selected the keywords that are most suitable and of value to your app, you can put them into your keyword list. When keeping a keyword pool, make sure to categorize your chosen terms, and continue to optimize and update the list to keep your content ranking for the right keywords as you go.
Throughout your campaign, segment your keyword pool into brand, generic and competitor keywords – And don’t forget to include the keyword formats we discussed above – broad and exact match.
When you see your app ranking for popular keywords from the list, you may want to sprinkle them into your metadata, headings or title.
Don’t forget your negative keywords
If you find that some search terms are disturbing your performance and even affecting your rankings, categorize them as ‘negative keywords’ in your Apple Search Ads discovery campaign so that your ad will not be associated with them.
Exact keywords are usually deemed negative keywords. For example, words such as ‘bank’, ‘bar’ and ‘firm’ describe two different things but are spelt exactly the same.
Categorizing such terms as negative keywords for your search campaign will prevent users searching for a different product using similar terms to your keywords from discovering your ad.
Choosing what not to target will allow you to attract exactly the users that are most likely to convert.
Limited Ad Tracking
Apple now gives users the option to enable Limit Ad Tracking (LAT) to prevent advertisers from tracking users through their Apple ID settings, such as age or gender. So marketers are not able to track in-app events and can only measure downloads.
While LAT users make up 20% of the App Store, we suggest you focus on analyzing users that have LAT switched off to get a more accurate understanding of your app’s performance and even predict the behaviors of LAT users.
How much do app store search ads cost?
Let’s finally talk about the golden question.
The emerging iOS Search Ads is still fairly new in the digital space, and is a marketing format that requires next to no special installation, or any configuration or modification of any sorts, allowing you to kickstart your campaign right away.
You can secure a high-quality volume of users to your app at extremely low costs, with the promise of high returns. This is also because Apple Search Ads works on an auction basis, meaning that the Cost per Tap (CPT) is the bid of your next relevant competitor, with an additional $0.01. This way Apple ensures a fair competition, eliminating higher CPT bid peaks.
With that being said, how much will it cost you to get started?
Apple Search Ads promo credit
When you first set up your Apple Search Ads account, Apple offers an Apple Search Ads promo credit, automatically giving you a $100 (U.S.) credit.
You can test the platform for free and see the results for yourself, and get an understanding of how well this will work for your business.
Anyone can get a new account credit if you’re a developer and registered account holder on App Store Connect, and have at least one app ready for sale on the App Store in the available countries and regions.
Cost per Tap (CPT)
In the App Store, it’s mainly about how much you’re paying for the taps on your ads. So, when it comes to iOS Search Ads costs, Cost per Tap (CPT) is the main focus.
The average CPT for Apple Search Ads appears as $0.93, with the most expensive app categories, Finance and Shopping, amounting $1.75 and $1.45.
Finance and shopping apps have the highest CPTs as they are most likely to generate a significant amount of revenue from acquired users.
As for the App Store’s most popular categories, Games and Education, app developers buy taps for the average cost of $1.24.
Cost per Acquisition (CPA)
Cost per Acquisition (CPA) indicates how much you pay for every user acquired – when they tap the ‘Get’ button.
It is an important metric for measuring how effective your iOS Search Ads campaign really is.
The average CPA is $1.61, varying significantly among the different app categories, with once again Finance having the highest CPA, averaging at around $3.33, due to its potential revenue.
Games also scored a higher CPA than with CPT, of around $2.25.
Optimize your bids
Once you have a rough idea on what your budget is, finding the right keywords and optimizing your bids accordingly is a crucial step with a successful iOS Search Ads campaign.
As keywords with the highest bid and relevancy appear at the top of the results page, you want to master the art of optimizing and adjusting your bids to increase your CPTs.
It is useful to categorize your bids across your ad groups: apply your strongest bids to exact match keywords, your decent bids for broad match and semantically related keywords, and moderate bids for any new search terms that your Search Match campaign picks up.
With the evolving nature of Apple’s bidding system, you want to increase the bids of keywords with high performance, and similarly lower your bids for under-performing keywords.
Why work with top Apple Search Ads platforms?
Apple Search Ads is still a relatively fresh platform, with only a few app marketers tapping into its full potential. If you’re considering getting on board, now is the perfect time to take advantage of this opportunity.
The costs for acquiring users and converting them into loyal customers are still relatively low, which means your Return on Ad Spend (ROAS) will be higher. This allows your revenue to grow like never before, making it a highly profitable investment.
App Store visitors typically know what they are searching for, and with the right combination of keywords and a solid iOS Search Ads strategy, your app can capture their interest instantly. Ads appear at the top of the search results, ensuring your app stands out and gets noticed.
To get ahead of your competitors, collaborating with one of the top Apple Search Ads platforms is essential. These platforms can help you create the perfect campaign and give your app the recognition it deserves. Below, we have compiled a list of the top Apple Search Ads platforms for you to choose from and elevate your app marketing strategy.
