Back in October, Apple emerged in a crowded market and has shown promising early results. Apple launched Search Ads as an “efficient and easy way to help people discover your app on the App Store for iPhone and iPad in the U.S. Adweek reported that Apple Search Ads are benchmarking at a $1.00 CPI with a 50% conversion rate and $0.50 cost per tap. Furthermore, Singular, a mobile analytics company, told Adweek in December that cost-per-installs for “Apple Search Ads average $1.31 versus $8.63 for search engines like Google and Bing. Social platform app-install ads cost an average of $5.84, and display ads cost $2.99 per CPI.”
Even with Apple Search Ads showing such promising results, we’re still going to share seven tips that could improve your campaign performance. Below are our key takeaways we learned over the last three months, picked up from running app install campaigns across other networks, and a few tips our Apple reps shared with us.
- Building the best Ad Group and Keyword structure
- Utilizing Search Match
- Knowing and using your audience demographics