Each good search marketer is at all times searching for various channels to get higher outcomes for purchasers. Most of us have a tendency to stay to the highest two or three choices — Google Advertisements or Meta, or maybe we’ll add LinkedIn or Microsoft into the combo. These channels are sometimes already overly saturated, and it’s at all times helpful to have a look at different choices. Any various to the mainstream is value testing!
One choices you could not have thought of is Apple Search Ads. Whereas this platform continues to be restricted in how it may be used (largely for the promotion of cell apps) we now have discovered when you’re going after a sure market, you may generally obtain higher outcomes from Apple Search Advertisements than wherever else.
On this article I’ll current a case examine of a grocery store centered totally on branding, who wished to extend app downloads. I’ll be evaluating the outcomes of the identical adverts working on each Google Advertisements, and Apple Search Advertisements.
However first, a brief historical past of Apple Search Advertisements
Apple Search Advertisements launched in 2016. Apple Search Advertisements are sponsored adverts which seem on prime of search leads to the Apple App Retailer. In 2017, two choices turned out there: Search Advertisements Superior, and Search Advertisements Primary. The principle distinction between these two choices? Primary solely allows you to run adverts on the prime of App Retailer search outcomes with no key phrases or viewers settings, and also you pay per set up. Superior means that you can select from many various placements, goal audiences and key phrases, and also you pay per faucet.
Crucial function of Apple Search Advertisements is it could entry knowledge from the App Retailer. No different platform can do that.
Present capabilities and options of Apple search adverts
The present major use for Apple Search adverts is the promotion of cell apps within the App Retailer.
In 2023, Apple published a press release stating “App Retailer builders generated $1.1 trillion in complete billings and gross sales within the App Retailer ecosystem in 2022.” Additional, they’ve reported developer billings and gross sales to be growing at a charge of about 29% YoY, with a mean of greater than 650 million weekly worldwide guests.
Statista recently revealed that in Q1 2024 round 8.4 billion apps had been downloaded within the Apple App Retailer, whereas there have been 25.6 billion apps downloaded on Google Play. Whereas Google has extra obtain quantity, Apple is best at income era. In Q2 2024, Google generated round $11.2 billion, whereas Apple generated $24.6 billion from in-app purchases, subscriptions, and premium apps.
So though Google Play is a superb place to promote apps (and you need to undoubtedly be there for visibility and quantity, in addition to publicity to the Android market), promoting on Apple is prone to obtain a better ROAS.
Apple Search Advertisements has 4 placements to select from. Most don’t require the inclusion of extra creatives, because it makes use of the app itself and pictures out there inside your app.
- Right this moment Tab: Positioned on the entrance web page when customers first go to the App Retailer
- Search Tab: The app pops up when individuals begin looking out, on prime of the instructed record
- Search Outcomes: The advert seems after individuals search, on prime of the search outcomes
- Product Pages Whereas Looking: The advert seems inside app listings, usually on the backside of web page or within the “You May Additionally Like” part.
Primarily based on the position you select, a number of totally different focusing on choices can be found:
- Viewers: Apple robotically chooses who to look for, however you may slim down particular gadgets, demographics, location, and buyer sorts (all customers, new customers, returning customers, customers of your different apps)
- Key phrases: Apple robotically matches adverts to searches, however you may add key phrases (and unfavorable key phrases) manually
The bids are set by selecting Max CPT (cost-per-tap, successfully cost-per-click.) The focusing on choices are restricted, however we now have found the algorithms perceive your app very effectively. We’ve seen nice efficiency utilizing automated focusing on.
Whereas Apple Search Advertisements really feel like they’ve restricted focusing on choices, they’re truly nonetheless way more focused than Google App campaigns. Google App campaigns solely permit geo-targeting and a few viewers indicators: no placements or (God forbid!) any key phrases in any respect.
Case Research: Apple Search Advertisements vs Google App campaigns
Considered one of our purchasers at Discosloth is a grocery retailer chain with a well-liked app they use for promotions and branding campaigns. Let’s take a look at some precise knowledge from the identical app being marketed on each Google and Apple’s app shops, and examine outcomes.
Period: 40 days
Geo-targeting: a variety of small cities throughout US
Funds: a complete of $35,175 throughout Apple Search and and Google Advertisements (app set up solely)
Consumer: grocery store chain
Aim: app downloads
Whereas we initially wished to allocate the funds 50/50 between the 2 platforms, we had been unable to spend the complete funds on Apple, so we moved a few of the spend throughout to Google.
| Value | Avg CPT | Installs | Value per set up | Conv charge | |
| Apple | $7,481.52 | $1.77 | 2,893 | $2.59 | 68.42% |
| $27,692.77 | $0.98 | 7,346 | $3.77 | 8.89% |
Despite the fact that we spent way more on Google, with a a lot decrease cost-per-tap, the fee per set up ended up being a lot larger.
Google Play gave us larger visibility and attain, but additionally made it straightforward to spend the whole lot of the funds. With 3.7x the funds in comparison with Apple, Google solely gave us 2.5x the variety of installs. Taking a look at conversion charge, we are able to see that Apple’s focusing on is extremely related with greater than two-thirds of the faucets turning into installs. Google reveals the adverts to a much wider viewers, so the conversion charge is decrease – solely about 1/12 of the faucets resulted in installs.
Moreover, an excellent function about Apple Search Advertisements is when you run a Search Outcomes marketing campaign, you may truly see the search phrases, whereas Google hides this info.
Primarily based on this check, we realized that whereas Apple Search Advertisements are way more refined in each focusing on choices and the info shared with you, how a lot you may spend can be restricted. Even with auto-targeting, Apple continues to be very conservative with how usually your adverts are proven. In case your purpose is to maximise downloads, it’s vital to contemplate working each Apple and Google Advertisements. Limiting your self to solely Apple Search Advertisements can imply reaching solely a few third of the potential downloads.
Subsequently, though we don’t assume Apple will change Google any time quickly, we do imagine it’s the best choice if you’re prioritizing top quality customers over amount.
What awaits us sooner or later?
Rumors abound over the way forward for Apple Advertisements.
For now not less than they’re simply rumors. Nothing is definite. We do, nonetheless, imagine there’s a excessive probability Apple will evolve past serving adverts within the App Retailer solely.
The attainable placements we see as almost definitely are Apple TV, sponsored outcomes inside Apple Intelligence – Apple’s new LLM/search engine integration – and even Apple Imaginative and prescient Professional if it ever re-emerges. With the expansion in AI, and Apple utilizing Intelligence to “summarize” net pages, Safari auto-filling web sites you might be searching for, there are undoubtedly alternatives. Don’t anticipate these to evolve tomorrow.
In the meanwhile, Apple work with third events to promote adverts on Apple Information and Apple Shares apps, however this possible signifies that they’re not fascinated by turning into an advert platform themselves. They’re extra possible fascinated by utilizing an current advert supplier. This is not going to solely permit them to make use of a seamless, confirmed expertise however to additionally keep away from the growing stress that comes inside extremely regulatory environments just like the EU.
One factor is for positive: Apple fastidiously curates its platforms, and for good purpose. Google Play is crammed with spammy, low-quality content material, and Google Advertisements itself has at all times been stricken by decrease high quality advertisers as effectively. There may be nearly no risk that Apple would threat their model by opening up the platform to only anyone, so that they’ll possible preserve the advertisers inside their ecosystem.
