Apple Search Ads

Publisher skill certifications are a great resource for seasoned experts and novices alike. Even though seasoned professionals might balk at the prospect of sitting through a certification course, we’ve found that there’s always something to learn in the constantly evolving advertising landscape. 

If you’re looking to level up your skills but don’t know where to start, we’re covering a few popular publisher certifications and our experts’ experiences with them.

Meta Blueprint Certifications

Known by advertising OGs as Facebook Blueprint Certifications, these certifications have undergone an evolution over the years. Meta has continued to expand their certification offerings to include Associate and Professional level specialty certifications in a variety of Meta-related niches. Even experienced marketers will find the content of the study guides and exams challenging - Meta makes you work for that digital badge. While their courses are free, the exams will set you back anywhere from $99-150 apiece. Their exams are also proctored either in person or online, a throwback to high school exam season for many of us.

Customer Engagement Manager Lauren Neels recently took the Meta Media Buyer Certification:

“I recently completed Facebook’s Blueprint Media Buyer Certification. It was a valuable supplement to my experience as a working media buyer in the social space. The exam was a bit challenging (I recommend studying even if you have experience with media buying on Facebook), but it’s a great way to solidify your skills and set yourself apart in the industry. Since the blueprint exam is challenging, this is a certification that really means something to potential employers.”

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Apple Search Ads

The Apple Search Ads Certification is undeniably the best way to learn the basics of Apple Search Ads. You’ll learn best practices about all aspects of running Search Ads and Search Tab Ads. Apple also regularly updates their certification as their products evolve and notifies previously certified users, so you never have to worry about being behind the curve! This certification is also free to all, you just need to log in with your Apple ID to get started. 

Here’s what our Customer Engagement Manager Kassi Hall had to say about the certification:

For the Apple Search Ads certification, I think they had a good blend of information within their certification. With this in mind, I think that this certification would be helpful to both a  digital marketing newcomer and a more seasoned veteran who may already know multiple platforms. Additionally, I think that the certification showed that their ads platform is intuitive and straightforward to use. Overall, I feel as though it was time well spent to complete a fairly short certification, and I would definitely recommend it to anyone looking to get more familiar with Apple Search Ads or for anyone who is interested in testing out running some ads in this space.

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Snapchat 

Snapchat offers a robust library of courses and certifications for every skill level on the spectrum, aptly named Snap Focus. Their programs are very user friendly and some even offer hands-on exercises for those of us who learn best by doing. Unlike some other certifications out there, you don’t have to dedicate hours of time to completing a certification or course. Many are bite-sized for easy integration into your work day.

Sam Larson, our Social Product Manager at Marin, recently completed their Public Profiles for Business Certification:

“Most of Snapchat’s certifications are short enough to complete in a day or less, which makes them easy to fit into a busy work schedule. The concepts are presented in a way that’s easy to understand and put into practice. There are always new certifications and courses being released, so there’s always something new to learn for every skill level.”

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Marin Social

Our social certification covers our Marin Social platform in depth. You’ll learn everything from the basics of using our software to time saving tips and tricks. You can expect to find clear instruction and interactive exercises to make the most of your time. This certification is great for current users and new users since there is always something new to discover about Marin Social. 

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Earlier this year, Apple expanded their Apple Search Ads portfolio on the App Store by offering a placement in the “Suggested” section of the Search tab. So while app marketers have always been able to reach customers in the results after they search for keywords, now you can get your ads in front of users even before they search. 

This functionality opens up “keyword-free” advertising, meaning your ads will show based on your target audience (location, age, gender, and device type), and the ad copy will be generated from App Store metadata. 

Search tab campaigns are an easy way to help users discover apps they may not have intended to search for, and it also helps app marketers drive visibility and awareness at the right time (versus an always-on approach), while also topping up your conversions and audience pools.

So, does it work? The simple answer is yes! So let’s have a look at some strategies you can use to get the most out of Search tab ads.

When is the best time to run Search tab campaigns?

1. Seasonal periods (Black Friday, Holiday, end of season sales)

For retail, entertainment, and any app marketer impacted by seasonality, running a Search tab campaign can be a really effective way to drive sales during a short time period. You will be showing your ads to customers in your target audience before they search. Tactics like these help gain a competitive advantage by giving you maximum visibility.

2. Key business events (product and app launches, new entertainment or gaming releases)

Similar to seasonal periods, any business event can benefit from an additional boost, especially in a saturated market. Let’s say you are marketing a streaming entertainment app, and you have a new season of a streaming series launching soon — leveraging Search tab ads can build momentum by driving downloads in anticipation of the release date. Follow this up with a search results campaign with the show’s keywords, and you’ve got a one-two punch to maximize conversions. 

3. Reaching specific audiences 

Because Search tab ads use target audiences, they are a great way to reach new users, returning users, or users of your other apps. In the example above, for instance, perhaps you have users who fell off after the last season ended. Search tab ads can complement your integrated media plan: once you’ve raised awareness in the market, you can reach returning users at just the right time, reminding them to re-install before the next season starts. 

4. Brand/awareness activity push

Of course, anyone can benefit from additional exposure, whether you are a well-known brand or just getting started. Most brands have budgets allocated towards competitor campaigns. These can be costly and quite often suffer from low conversion rates. By using Search tab campaigns to target specific audience types, you can drive added value, and help reach new customers. Think of them like an expansion pack to bidding on competitor terms.

How do I get started with Search tab campaigns?

Setting up a Search tab campaign is easy. The process is essentially the same as setting up a search results campaign, only you can skip the keyword miming and implementation step. Since there are no keywords in the campaign setup, Search Match is disabled. Apple Search Ads uses the assets you’ve already uploaded to your App Store product page (app name, icon, and subtitle) to create the ads, so there is no need to provide anything else.

As for pricing, ads are based on a cost-per-thousand-impressions (CPM) model. There is no minimum spend, and you can determine the maximum amount you’re willing to pay with an overall campaign budget as well as a daily cap. You’ll also be able to start, stop, or adjust campaigns any time.

MarinOne’s Apple Search Ads integration supercharges already powerful Apple Search Ads campaigns. From optimization to reporting, MarinOne offers unique advantages to app marketers. Advanced analytical grids provide flexible reporting within and across Apple Search Ads with unlimited data retention. MarinOne for Apple Search Ads also seamlessly integrates with BI Tools such as Tableau and Google Data Studio. Cross-channel reporting puts paid media metrics from search, social, display, and e-commerce all in one place, streamlining reporting workflows.

MarinOne also offers automated bidding leveraging advanced machine learning. Advertisers can also set custom bid modifiers for MarinOne Bidding to adjust to external signals, giving you more time saved on manually optimizing campaigns, better performance, and happier clients. Budget pacing, forecasting, performance insights, and recommendations make planning and management a breeze. Plus, cross-account edits and manual keyword bid overrides give marketers full control over their campaigns. Advertisers can also integrate MMP data and optimize toward post download metrics.

Final thoughts

As Search tab campaigns are best used to reach particular audiences and drive tap throughs during specific periods, any comparison to always-on activity is somewhat misguided. By incorporating both Search tab campaigns and search results campaigns into your overall media plan, you can reap the benefits of incremental growth, reach and additional exposure. 

Integrate your Apple Search Ads account with MarinOne and experience the difference. Reach out to your Marin Software rep to get connected.

Apple Search Ads has been around for several years as a standout strategy for app marketing. Lower acquisition costs, high intent audiences, and straightforward setup have drawn advertisers to the platform (and kept them there). After the addition of Search tab campaigns back in May and the recent integration with MarinOne, if you’re not running Apple Search Ads yet - you should be.

Ads drive downloads

If you’re not familiar with Apple Search Ads, here are a few motivating metrics:

  • 70 percent of App Store visitors use search to discover apps. Ads display at the top of search results, giving marketers prime placement for their apps.
  • 65 percent of downloads occur directly after a search on the App Store. 
  • 50 percent is the average conversion rate for ads on the App Store search results. 

All that Apple Search Ads has to offer

Advertisers can choose between Apple Search Ads Basic and Apple Search Ads Advanced. Basic (as you might assume) is made for those with limited marketing experience, relying on automation to drive campaigns and performance. Advanced is for those with a bit more gusto for advertising, giving marketers more control over keywords, bidding, and audience refinements.

Apple Search Ads setup is similar to other search ads, so PPC natives will feel right at home with the recommended structure and terminology.

Apple Search Ads now offers placements on both the search results page and the Search tab suggested apps list. Search results ads are billed on a cost-per-tap (CPT) model while the newer Search tab ads are priced based on a cost-per-thousand-impressions (CPM) model. Unlike search results ads, Search tab ads don’t require keywords.

Apple Search Ads recommends search results campaigns separated by keyword themes: Brand, Category (read: non-brand), Competitor, and Discovery. Within each campaign, keywords are typically broken down into ad groups with exact match queries, broad match, and Search Match (Apple Search Ads’ flavor of automated intent matching). Advertisers can add negative keywords and refine audiences as needed to funnel intent. 

Search tab campaigns work differently since they don’t require keywords, but advertisers still have control over bidding and audience refinements such as device, customer type, demographics, and locations. As mentioned above, Search tab campaigns are priced on a CPM basis.

Maximizing Apple Search Ads campaigns with MarinOne

MarinOne’s Apple Search Ads integration supercharges already powerful Apple Search Ads campaigns. From optimization to reporting, MarinOne offers unique advantages to app marketers. Here are all of the details:

Reporting

  • Advanced analytical grids provide flexible reporting within and across Apple Search Ads with unlimited data retention. MarinOne for Apple Search Ads also seamlessly integrates with BI Tools such as Tableau and Google Data Studio.
  • Cross-channel reporting puts paid media metrics from search, social, display, and e-commerce all in one place, streamlining reporting workflows. Combined with powerful dashboards for easy data visualization, you’ll have everything you need for effective account management in one place.
  • Automated alerts can be set to notify marketers of performance changes. We all know alerts are life changing!

Optimization

  • MarinOne offers automated bidding to improve your Cost Per Tap and Cost Per Downloads leveraging machine learning. Advertisers can also set custom bid modifiers for MarinOne Bidding to adjust to external signals. Read: less time spent manually optimizing campaigns, better performance, and happier clients.
  • Budget pacing, forecasting, performance insights, and recommendations make planning and management a breeze. Plus, cross-account edits and manual keyword bid overrides give marketers full control over their campaigns.
  • Advertisers can integrate MMP data and optimize toward post download metrics.

Integrate your Apple Search Ads account with MarinOne and experience the difference. Reach out to your Marin Software rep to get connected.


iOS 15 is here and with it come several updates for apps like SharePlay streaming in FaceTime, Notifications Focus and Interruption Levels, and Swift UI updates. But there are still a few straggling developer updates that Apple has committed to launching before the end of the year, and app marketers should take note. Custom Product Pages and Product Page Optimization are two features designed to help maximize app store listings and ultimately drive user acquisition.

What are Custom Product Pages?


Custom Product Pages allow app marketers to create more relevant, custom pages on the App Store that can be tailored to specific target audiences and linked to individual campaigns. As an example, a fitness app could develop one product page that highlights a GPS running tracker to audiences interested in marathons, and another product page that highlights trail maps to audiences interested in mountain biking. Other options might be creating pages based on user locations for delivery services or in-app options like gaming avatars or streaming content themes. Whatever the content may be, custom product pages deliver a personalized app store experience to users which are sure to increase conversion rates.

You can create up to 35 custom product pages and each page can be customized with metadata for app preview videos, screenshots, and promotional text, giving advertisers a wide range of flexibility for targeting customers with personalized content. App analytics will provide metrics for each product page on impressions, downloads, conversion rates, retention data, and average proceeds per paying user so you’ll be able to see which pages are driving awareness, conversions, and in-app behavior.

What is Product Page Optimization?


Product Page Optimization applies to your default product page, where users might land through search or browse. This feature allows app marketers to set up two separate default pages and split traffic between them. You can select up to three treatments for the treatment page including app icon, preview videos, or screenshots. Once you’ve designated the percentage of traffic to each page, you can let the test run and then monitor results like impressions, downloads, and conversions. Use those results to determine if you should apply the treatments to your default page, and you’ve now optimized your page for the best possible conversion rates.

What You Can Do to Prepare


Don’t wait for Custom Product Pages to arrive! Start mapping out which features and content you have in your app and how they might appeal to a particular audience. Next, think about which preview videos, screenshots, and text would be most impactful to convey the highlighted feature to that specific audience. You still have time to create new assets and copy if you feel there are other messages that would resonate with potential users.

You can also start thinking through any treatments you might want to consider testing for your default page. Once Product Page Optimization launches, your treatment page will have to be approved by App Review, so be ready to go with your selected icon, video, and screenshot choices.

Do some prep work now, and you’ll be able to hit the ground running to drive incremental app installs as soon as Apple rolls out their Custom Product Pages and Product Page Optimization.

Apple Search Ads + MarinOne


Now that you’ve planned out your default and custom page optimization, MarinOne can help you analyze your campaign performance and automatically identify opportunities in your account with estimates of potential value and easy implementation. Our optimization tools help identify optimal levels of spend while MarinOne bidding delivers the best possible performance.

MarinOne has been helping advertisers manage and optimize their Apple Search Ads campaigns since 2019, and we were recently recognized as an Apple Search Ads Partner specializing in campaign management. Apple Search Ads Partners are leading companies skilled in helping Apple Search Ads Advanced customers manage, measure and optimize their campaigns.

MarinOne also integrates with leading mobile measurement solutions including Kochava, Appsflyer, Branch and Singular, as well as traditional measurement solutions like Google Analytics to give advertisers a complete view of their return on investment. Advertisers can also manage their Apple Search Ads alongside their Google Universal App Campaigns, making it easy to share insights across publishers.

Click here to get started with Apple Search Ads today.

Marin Software has been recognized as an Apple Search Ads Partner specializing in campaign management. Apple Search Ads Partners are leading companies skilled in helping Apple Search Ads Advanced customers manage, measure and optimize their campaigns. Marin has been helping digital advertisers get the best performance from their advertising campaigns for almost 15 years and has helped manage and optimize over $40 billion in advertising spend.



Our self-serve MarinOne platform has been helping advertisers manage and optimize their Apple Search Ads campaigns since 2019. In the first quarter of 2020, our client’s Apple Search Ads spend grew by 200% year-over-year, a sign of their success with this advertising channel.



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As an Apple Search Ads Partner, Marin will work closely with Apple Search Ads to provide our joint customers with the highest level of support and expertise, including sharing best practices and implementing the latest Apple Search Ads features.



“Apps represent an increasingly important part of the marketing mix for many advertisers, not just for app and game developers,” said Chris Lien, Marin’s Chairman and CEO. “Our customers have seen fantastic results using MarinOne to optimize their Apple Search Ads while coordinating with their other search, social and eCommerce campaigns.”



Paddy Power, one of the most popular betting brands in the UK and Ireland, tested Marin Bidding on their Apple Search Ads campaigns to see if they could improve efficiency and lower CPCs and CPAs while maintaining steady app installs and revenue.



“We tested Marin Bidding on Apple Search Ads and our CPAs came down by 30%. Our CPCs became more manageable and we were able to free up budget to re-invest in additional growth opportunities. We’re thrilled with the results, and we plan to keep using MarinOne Bidding for Apple Search Ads on other lines of business in the future,” noted Anthony Elders, Head of Search, Paddy Power Betfair.



The powerful MarinOne platform integrates with leading mobile measurement solutions including Kochava, Appsflyer, Branch and Singular, as well as traditional measurement solutions like Google Analytics  to give advertisers a complete view of their return on investment.



Apple Search Ads




Our optimization tools help identify optimal levels of spend while MarinOne bidding delivers the best possible performance. MarinOne’s Insight module automatically identifies opportunities in your account with estimates of potential value and easy implementation.




Automation tools make it easier and more efficient to manage Apple Search Ads campaigns. Advertisers can manage their Apple Search Ads alongside their Google Universal App Campaigns, making it easy to share insights across publishers.



Click here to get started with Apple Search Ads today.


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