Apple Search Ads are now officially known as Apple Ads. This rebrand comes as Apple broadens its digital advertising placement options across the app store. Today, we’re talking about Apple’s new ad placements, and why brands might want to consider Apple Ads for their advertising needs.
Apple Ads’s name change reflects its expanding ad placement options. When Apple Search Ads first launched nearly a decade ago, ads were only shown as promoted search results in the App Store. Now, ads appear in one of four placement options, which are integrated throughout the App Store.
Product Pages: Ads appear at the bottom of product pages. Advertisers are able to run ads on certain app categories, ensuring that their apps are being shown to the right users.
Search Results: This is Apple’s original advertising placement option. When users search on the App Store, they are taken to a results page, where relevant ads can appear at the top of the results. Advertisers can provide a list of keywords that will help Apple match their ad to the right people based on users’ search queries.
Search Tab: When users click on the “Search” icon at the bottom of the App Store, they’ll be taken to the Search tab. Here, advertisers can place ads at the top of the page, directly below the search bar.
Today Tab: This is the first page that most users open when they begin using the App Store. Ads on this page cover most of the screen, and feature a custom product page that the advertiser sets up as the “tap destination”.
With so many other advertising platforms out there, does Apple Ads stack up to the rest? In our opinion, Apple Ads has many similar features to other major advertising platforms, along with some unique perks. Here are just a few of the highlights.
Engaging Creative: Advertisers can make creative using assets from specific product pages, and direct users to specific content using deep links.
Optimization Settings: Apple Ads has settings to optimize both spend and targeting, so advertisers can maximize their reach and results.
Personalized Suggestions: Apple Ads provides recommendations on bids, budgets, and keywords, similar to Google Ads’s Recommendations tab.
Insights: Apple’s analytics engine, known as Insights, allows advertisers to see what’s working and what’s not with performance data visualization at the highest level.
Apple Ads Basic: This feature is for advertisers who want to set their marketing goals and let Apple take it from there. Advertisers simply tell Apple their app, location targeting preferences, and monthly budget, and Apple Ads Basic automates the rest.
If you want to try Apple Ads for yourself, you can start promoting your app here. If you want to dive deeper and expand your knowledge, you can take Apple’s free, online course to become Apple Ads certified.
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