Apple App Store Search Ads and Their Impact on App Store Optimization

app store search ads

Ranking high in the App Store is a challenge many of you face. And no matter how hard we try, figuring out Apple’s algorithm continues to be a never ending search. Sure, Apple has made several efforts to improve its system to help indie developers, but nonetheless, it hasn’t been very successful.

Since 65 percent of downloads come directly from search, optimizing for discoverability has never been more important than now. This is especially true with the emergence of Search Ads, which will be available to everyone this fall, 2016. With that said, many of you may be wondering what kind of impact will Search Ads have on ASO?

In order to understand this, it’s important to note the following:

One, Apple guarantees that “An ad will only be shown if it is relevant to the search query. If an ad is not relevant to what the user is looking for, it will not be shown in the ad spot regardless of how much you are willing to pay.”

Two, Apple also claims that it will not share any search user data with app developers or create app store user search profiles. Apple will only store user behaviour and demographics towards the ad in order to display the most relevant ads in the future.

Impact on ASO

Understanding these above points brings us back to the question on the effect ads will have on app store optimisation.

As Apple states, Search Ads will depend very heavily on relevance, which is why descriptions and app names will play a bigger role in discoverability. As such, it will be essential to include relevant and descriptive keywords and search terms in your app description. Just note, you will not be able to customize ad copy, so you have to optimize your keywords and description before setting up a paid ad.

But keywords and descriptions are not the only elements of your app store page that will have an impact on Search ads. Just like your description, your screenshots, logo and app name are also automatically pulled into the ad, making it crucial for you to optimize your app store page elements. Having the ability to reach your future users at the very top of their search results is a huge win for many apps, so the last thing you want to do is to slack on your presentation.

Read: App Store Page A/B Testing: How Not to Flink Up Your Test



Now that a preview of your app listing is now eligible to actually be an ad, optimizing your app storefront has become even more important. Register for a free trial with us and A/B test your app store page elements to make sure that they will be ready to convert your users, before you set up your Search ad this fall.

Ready? Sign up now!

Kristina AltmanKristina Altman is Head of Content at TestNest. She’s a marketing guru that thrives in a startup environment. After many years of working with smaller businesses, Kristina has learned to wear many hats—she’s a jack of all trades, a swiss army knife. She has a passion for blogging and loves any challenge. You can always connect with her on LinkedIn.