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Apple’s App Store search ads launch: 3 things you should know

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Ronald Black
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Apple s long-promised and long-awaited search ads are finally here — or almost here.

And they re going to be tremendously important for app publishers and marketers, since 65-80 percent of all app installs happen after a search on either the App Store or Google Play.

But not everything works the way app publishers might think.

And also as you d expect, Apple s App Store search engine determines how relevant your ad is to what someone is searching for, and shows the ad if it matches.

Higher matches will show before your ad shows, and higher bids will show before lower bids, assuming all else is roughly equal.

One, relevance seems to be more important to Apple than the amount you re willing to bid.

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Ronald Black
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