Currently Apps can be found the organic way, similar to organic search on Google. Apps are indexed using a proprietary algorithm based on keywords, title, description etc. There even is a technique called AppStore Search Optimisation to boost App ranking in the Store.
But AppStore Search Ads is different, it is like AdWords for Google search. In the nutshell you can pay Apple to get your App boosted!
So why do you need to care about AppStore search, paid or organic?
According to Forrester, 63% of apps are discovered through app store searches. This makes search, in the app store, the most used method for discovering and downloading new apps. Recently, at Google I/O, Ankit Jain reported that “For the average app, search actually makes up the vast majority of installs.” Simply put, this means that:
If you’re not using ASO to increase your app’s search ranking, you’re missing out on the largest discovery channel available to your app.
So how to setup your App for Search Ads? First of all login here app.searchads.apple.com and setup your first campaign. You will need to provide the name of the App you want to promote.
Check if the App is not violating Search Ads Advertising Content Policies. Pick target devices iPhone, iPad or both and set default Max CPT Bid. Finally, select the right search keywords.
App publishers can preview Search ads on both iPhone and iPad. The cool thing about this preview is that all graphical & textual infos are taken directly from the AppStore. Below you will see our Guest List App ad samples.