A new chapter in paid advertising has almost arrived; with the focus shifting from manually optimising demographic targeting and Cost Per Click (CPC) bidding strategies to a more automated, machine learning driven, approach. A couple of months ago, Google announced that Mobile app install campaigns will be eclipsed by Universal App Campaigns (UACs) and, as of tomorrow (15th November 2017), all existing Search, Display and YouTube app promotion campaigns will stop running.
Apple has recently expanded the Storefronts that are eligible for Search Ads. Apple Search Ads first launched just over a year ago and was originally only live in the United States, but Search Ads is now available in Australia, New Zealand, United Kingdom, Canada, Mexico, Switzerland as well as the United States. The addition of Mexico, Switzerland and Canada on 17th October 2017, was the first expansion, by Apple, outside of App Store territories in which English is the dominant language; and, therefore, this development presented a novel challenge for Apple App Store app advertising.
Search Ads is expanding to Canada, Mexico and Switzerland; Apple Search Ads will go live in these new territories on 17th October at 10 a.m. PDT (that’s 18:00 p.m. BST, later today!). Apple Search Ads allows developers and marketers to promote an app at the top of the iOS App Store search results, easily and efficiently. And, with more than 65% of all app downloads coming directly from App Store searches, Search Ads provides a great opportunity to direct relevant customers to your app.
The Average Cost-Per-Acquisition (CPA) is, arguably, the most important Key Performance Indicator (KPI) available to view on the Search Ads platform. CPAs can be very revealing of campaign performance and high CPAs are often reflective of inefficient campaigns.
Google recently announced that Universal App Campaigns (UACs) will be the only AdWords app campaign that is launchable from 16th October. Any existing Search, Display and YouTube app install campaigns will stop running on 15th November. Google are advising to upgrade any Search, Display and YouTube app campaigns to UACs as soon as possible.
Since its anticipated announcement back in June at WWDC, Apple Search Ads has finally been launched. App developers and app marketers who have signed up and set their ad campaigns will now see them inside the US App Store.
For a limited time only Apple will also be giving advertisers a $100 credit for signing up to Search Ads.
WHY USE SEARCH ADS