Many app companies mistakenly believe that using either ASO or paid user acquisition is the key to app store success.
Smaller companies have a tendency to focus more on App Store Optimization (ASO), using fewer resources towards paid user acquisition efforts like Apple Search Ads, due to budget concerns.
They do this without realising that Apple Search Ads require a relatively small budget while also offering the opportunity to have a maximal impact on their ASO efforts.
Inversely, larger companies will allocate more of their budget towards paid user acquisition and put less emphasis on their ASO, despite it being a lower budget, higher impact practice. By neglecting ASO, they miss opportunities to reduce costs and maximise ROI.
In both cases, these companies don’t realise that the success lies in the synergy between these two strategies.
Leveraging Apple Search Ads with your ASO can significantly amplify your app’s visibility, attract high-intent users, and ultimately boost conversions.
In this blog, we’ll delve into actionable insights and proven techniques to optimise your ASO efforts with Apple Search Ads, empowering your app to achieve high-level app store success.
What are Apple Search Ads, and how can they supercharge your ASO?
If you’re unfamiliar with Apple Search Ads, it’s a powerful advertising platform within the App Store that allows you to promote your app directly in its search results.
When users search for apps related to your business, Apple Search Ads ensure your app appears prominently at the top of the search results, giving it prime visibility.
This visibility is particularly critical because over 70% of App Store visitors use search to discover apps and nearly 65% of downloads happen directly after a search.
Apple Search Ads are directly relevant to your ASO efforts because both systems work to increase the discoverability of your app.
ASO increases app visibility through the use of optimised keywords, visuals and user ratings. Apple Search Ads then support your ASO strategy and place your app at the top of the App Store’s search results.
Here’s an example of how these strategies support each other:
The rebranded “U” (formerly UKTV), used a comprehensive ASO strategy to enhance visibility in the App Store.
By strategically targeting relevant keywords like “British TV,” “TV shows on demand,” and “UK entertainment.”, the app effectively reached its target audience.
By updating visuals to highlight popular programs and features, the U app enhanced its appeal leading to higher ranking, more clicks, and increased downloads.
To further enhance its visibility, the U app leveraged Apple Search Ads. This strategy provided immediate, top-of-the-results placement for targeted keywords like “British TV” and “UK entertainment”, directly reaching users actively searching for relevant content.
Unlike organic ASO, which can take time to achieve high rankings, Apple Search Ads deliver instant visibility and attract more users through strategic bidding on relevant keywords.
Let’s take a closer look at how integrating Apple Search Ads into your ASO strategy can increase the app’s visibility, drive immediate traffic and allow for data-driven optimisations.
The Relationship between Keywords in Apple Search Ads & ASO
Organic ASO rankings are determined by keyword relevance, download volume, user ratings, and app engagement.
Another way to raise your organic ranking would be by using Custom Product Pages (CPPs) which improve the relevancy of an Apple Search Ads campaign.
CPPs in Apple Search Ads take this synergy between Apple Search Ads and ASO a step further by enhancing how specific keywords drive conversions and reduce CPI.
CPPs enhance your App Store Optimization (ASO) efforts by allowing you to create tailored versions of your app’s product page that align with specific keywords and user intent.
Optimise your spend: Using CPPs to drive efficient ASO
Using CPPs in your Apple Search Ads campaigns also lends itself well to your ASO by helping to improve cost efficiency; this strategy can help reduce your Cost-Per-Install (CPI).
CPPs allow you to create tailored versions of your app’s product page, each optimised for specific keywords and value propositions.
This feature directly increases conversion rates by presenting potential users with highly relevant content that matches their search intent.
For instance, if you’re promoting a fitness app, you can create multiple CPPs—each focused on different aspects like tracking workouts, nutrition, goal setting, or community features—using a curated keyword list for each page.
When users search for a workout app and see a CPP that highlights the exact features they’re interested in, such as detailed workout metrics or personalised training plans, they’re far more likely to convert.
The image above provides an example of a CPP for workout app ‘Fiit’ when the keywords ‘Home’ and ‘Workouts’ are searched, compared to when ‘Fiit’ itself is searched. See image below.
This targeted relevance not only enhances user engagement but also reduces your CPI, as higher conversion rates mean fewer ad impressions are needed to achieve your download goals.
By leveraging CPPs in Apple Search Ads, you’re able to optimise your spend, boost efficiency, and drive more effective app growth.
With a more efficient CPI strategy in place, you can now focus on reinforcing your app’s presence through strategic brand offence and defence initiatives.
Brand Warfare: Offensive and Defensive Tactics for ASO Success
Branded keywords currently drive 49% of all App Store traffic, a 14% increase since 2019. This demonstrates the value of ranking for your (or others) brand’s keywords.
To ensure that you have the highest-ranking app in the App Store for your brand’s keywords, you can apply brand defence strategies.
Brand offence and defence strategies are a useful supplement to your ASO tactics because they help to reinforce brand recognition among your users.
You gain enhanced brand recognition because these strategies mean your app will be more easily discoverable in the app store, reducing the chance of losing prospective users to competitors.
This increased visibility can lead to higher search rankings, attract more organic downloads and boost your overall ASO performance.
Let’s explore brand offence and defence in more detail.
Brand Defence Strategy in Apple Search Ads
After you’ve put together your well-crafted ASO strategy and you’ve covered all bases for your app’s visibility, you can supplement your efforts with a brand defence strategy.
Brand defence involves actively protecting your app’s visibility and market share by strategically bidding on your brand terms.
Implementing a brand defence strategy in Apple Search Ads will maintain your app’s credibility and prevent potential confusion among users, enhancing overall user trust and acquisition rates.
This is because when users search specifically for your brand, they expect to find your app at the top of the results.
Not using a brand defence strategy puts your app at risk of allowing competitors to steal your deserved organic brand traffic.
When a competitor’s ad appears instead of yours, for your brand search terms, it can create confusion, leading users to inadvertently download a different app to yours, which may not even match their needs.
This not only dilutes your brand’s perceived authority but can also erode user trust if they feel misled.
In summary, brand defence strategies with Apple Search Ads can prevent your branded organic traffic from being absorbed by competitor brands, protecting your branded organic traffic and ASO efforts.
Brand Offence Strategy in Apple Search Ads
Conversely, you can also bid on your competitors’ keywords in an attempt to gain some of their market share and strengthen your brand position.
Just as with brand defence strategies, with brand offence strategies in Apple Search Ads, you can increase your app’s exposure to new users and also drive up competitor’s campaign costs; such as cost-per-click (CPC), indirectly benefiting your brand’s market position.
You can execute a brand offence strategy by:
- Checking out the keywords bringing most of your competitors’ organic downloads.
- Position your app for these keywords by bidding on them.
- Monitor your keywords rankings and their search popularity in order to detect new potential keywords.
Again, this technique ultimately benefits your organic presence in the App Store for competitor-branded terms.
Ultimately, by adopting a balanced approach that incorporates both brand offence and brand defence strategies within your Apple Search Ads campaigns, you can strengthen your app’s market position, increase brand awareness, and drive meaningful user engagement and conversions.
Final Thoughts: harnessing Apple Search Ads for ASO victory
In conclusion, Apple Search Ads offer a powerful suite of tools and insights that can significantly enhance your ASO efforts and overall app marketing strategy.
By strategically aligning keywords across both Apple Search Ads and ASO, you can maximise reach and ensure your app appears in relevant searches, both paid and organic.
Implementation of Apple Search Ads can also be used to drive cost efficiency for your app.
Additionally, employing Brand Offense and Brand Defence tactics ensures that your app maintains visibility and competitiveness in the App Store.
Integrating Apple Search Ads into your ASO strategy equips your app with the tools needed to thrive in the competitive app marketplace, ensuring sustained growth and success.
For more insights like these, make sure to have a read through our app marketing blog.
