Nowadays, smartphones, PCs, and other devices needed to access the Internet have become indispensable in our daily lives. This convenience and expansion of the scope of use may be due to the enrichment of applications that can be used on smartphones and PCs. Due to the increasing demand for applications, there are companies and marketers who are trying to create opportunities to contact application users, and are expanding the scope of their activities as a new approach to business. Apple Search Ads is a service that displays advertisements to encourage the installation of applications.
By using Apple Search Ads, when a user takes a search action such as looking for an application with a certain purpose, the application itself provided by a company or marketer will be more easily discovered, and will be the most suitable for the search user. The mechanism is that the application is provided through the display of advertisements.
In this article, we will explain what is “Apple Search Ads”? Starting with that, we will introduce its features and how to use it in detail.
What is Apple Search Ads?
Apple is highly recognized worldwide, and within the Apple Store, a service provided by Apple, there is Apple Search Ads, a revolutionary feature that allows advertisements to be displayed. Masu. It is primarily used to promote the installation of applications through the display of advertisements. Apple Search Ads has a short history, and is a relatively new advertising service that was launched in Japan in 2018.
A feature of Apple Search Ads is that it is compatible with iOS devices such as iPhone, iPad, and Mac, which are devices provided by Apple. It will be possible to efficiently display advertisements that promote app installation within the Apple Store through various devices provided by Apple. In addition, users search within the Apple Store with a purpose, and application advertisements are displayed in conjunction with the search results, so it falls under the category of “search-linked advertising.”
Paid search advertising is recognized as the most popular advertising method among
Internet advertisements
, but it is slightly different from paid search advertising provided by Google and Yahoo!, and Apple Search Ads is aimed at installing applications. This is a limited advertisement that is maximally effective.
In fact, the devices that can display ads are limited to iOS devices, so some people may be wondering, “Maybe we can’t expect much advertising effectiveness?” However, there is currently data that shows that about half of users in Japan use iOS devices, indicating that a large number of users are currently using iOS devices. Therefore, by placing emphasis on application installation and using Apple Search Ads when considering advertising display, it has the advantage of being able to create opportunities to contact more users. Apple Search Ads has a great effect on both the application search side and the delivery side.
Ad display location in Apple Search Ads operation
When using Apple Search Ads, the actual advertisement will be displayed on the search results screen within the Apple Store. Since the system does not allow ads flowing in from other advertising media to be placed in this location, it is used as a limited advertising space for Apple Search Ads.
Also, like listing ads, there is a natural search space in addition to the advertising space, so on the search results screen, ads and search results for applications that hit the natural search are displayed on the same page. It has characteristics.
Because displayed advertisements and natural searches are mixed on the search results screen, it is easy to think that the existence value of advertisements will be diminished, but the advertisement display space is the most on the search results screen. A display frame is provided at the top, which is a prominent position. Additionally, since the advertisement is displayed above the search results found in natural search, it is possible to reliably approach search users.
Plans provided by Apple Search Ads
Apple Search Ads offers two plans. By choosing a plan that matches your business model, you can maximize your advertising effectiveness.
From here, we will introduce the two plans of Apple Search Ads.
Search Ads Basic
There are no complicated settings required to use the Search Ads Basic plan. Complete the three settings: ad distribution area, installation cost, and budget. Others will be optimized through automation and you can begin operation. Even if you have no knowledge of advertising operations, you can operate your advertising with peace of mind thanks to automation support. Additionally, the Search Ads Basic plan is recommended for those who are not comfortable with complicated settings for advertising operations, and is effective in reducing man-hours, time, and effort.
Search Ads Advanced
The Search Ads Basic plan allows you to easily configure various settings for ad distribution, and its system automation was cited as a feature. On the other hand, the Search Ads Advanced plan allows marketers to make detailed settings for ad distribution themselves. It is possible to display advertisements to the desired users with pinpoint accuracy, and has features that maximize advertising effectiveness.
Displaying advertisements often requires complicated settings, but by understanding the content themselves and combining various gimmicks in operation, it becomes possible for marketers to accurately approach the users who are targeted for displaying advertisements. , making it possible to maximize advertising effectiveness.
Billing method used by Apple Search Ad
As mentioned above, we explained that Apple Search Ads has two plans.
Now, we will introduce the billing method actually used by Apple Search Ads.
There are different billing methods depending on the Apple Search Ads plan you choose, so let’s take a look at each plan.
Billing method used in the Search Ads Basic plan
The Search Ads Basic plan, which is said to be relatively easy to use and handle, allows you to configure the various settings required in the process of displaying ads, and uses a system called the installation charge method. This installation charging method is called “cost per install,” and is also abbreviated to CPI, which is the acronym for this, and has become widespread in the advertising market.
Install billing is a system in which advertising costs are incurred when a web user installs an application via an advertisement. In fact, a major feature is that advertising costs are not incurred just when an ad is displayed, but only when the application is installed. Since the installation fee method has a clear purpose, such as installing an application, it prevents unnecessary advertising expenses and increases cost effectiveness. This is a billing method that allows you to use Apple Search Ads for the first time or those who are worried about advertising operations with peace of mind.
Billing method used in Search Ads Advanced
Search Ads Advanced, which has the feature of allowing marketers to make detailed settings for ad distribution by themselves, uses a system called the tap billing method.
The tap charging method is called “cost per tap” and is also abbreviated as CPT.
“CPT”, which is a tap payment method, is an indicator used in Apple Search Ads, and is mainly popular in the advertising market as “Cost Per Click”, which is a click payment method.
Similar to the install billing method, the tap billing method does not incur any costs just because an ad is displayed. The tap billing method is characterized by the fact that an advertisement is displayed on Apple Search Ads and advertising costs are incurred only when a web user taps the displayed advertisement.
In fact, the advantage is that no matter how many times an ad is displayed, there is no cost unless a web user taps on the ad.
However, Apple Search Ads only has one ad placement location on each search results screen. Therefore, depending on changes in the market and the actions of competitors, the per-tap price may fluctuate or even rise, so care must be taken when operating it.
How to get started with Apple Search Ads
We will briefly explain how to get started with Apple Search Ads.
Items to prepare in advance
First, to get started with Apple Search Ads, first obtain an “Apple ID” and “register your application on the App Store.” By preparing these two things in advance, you will be able to start using Apple Search Ads smoothly.
“App Store” is a service that provides downloads of applications for Apple products. Please keep in mind that it is possible to upload the application you have actually created, and that you can consistently check and analyze various data when managing the application.
Create account
Next, create an Apple Search Ads account. Here you will need to use the Apple ID you obtained in advance. When creating an account, you can choose the Search Ads Basic or Search Ads Advanced plan explained above. In addition, various items such as account name, country/region, and currency must be set when creating an account.
Creating campaign groups and campaigns
Once you have created an account, create a campaign group and campaign. Here, you can select the application in which you would like to advertise.
Creating ad groups and setting keywords
When creating an ad group, set the targeting of the users to whom the ad will be displayed. Targeting can take into account various user signals such as the target device, target group, location, and customer type. In addition, you can set search keywords that are likely to be used by search users. By setting keywords that are highly relevant to the application in which you want to advertise, you can increase the chances of your ads being displayed in response to searches by search users.
summary
In this article, we will explain what is “Apple Search Ads”? From that point on, we introduced its features and how to actually use it. Apple Search Ads utilizes the most popular search-linked advertising method in the advertising market, but it has a unique feature in that the purpose of displaying ads is specifically focused on installing applications.
Nowadays, with the spread of smartphones, there are a huge number of applications on the market, and we live in a world where application users can choose their favorite applications and use them freely. Apple Search Ads has established its value by serving as an important bridge between users who need applications and companies and marketers who want to deliver them.
However, Apple Search Ads is still in its infancy in the advertising market.
In the future, Apple Search Ads is expected to grow further as applications are developed, and there is a good chance that more companies and marketers will enter the market. Why don’t you thoroughly understand Apple Search Ads, which is gaining attention at this stage, and use it to further grow your business or service?