A few years ago Apple Search Ads launched their new platform to advertise apps exclusively in the Apple App Store with great success. With the ability to advertise on keywords that users may use to look for your app, mobile app advertisers were able to protect their app, and advertise their app directly in the App Store to a targeted audience.
With this success in mind, Apple Search Ads has now officially set their newest feature live: the Search Tab campaign. Seperate from the Search Keyword campaigns, Apple Ads Advanced users can now place advertisements without users having to perform a search query.
What is Apple Search Tab advertising?
When advertising with Apple Search Tab, placements are made below the search bar, under “Suggested”. This entails that advertisers no longer have to guess keywords that their target group may use to look for the app. The placement of the app will be decided on a bidding strategy, with the highest bid winning the position in the App Store Search Tab.
Apple Search Tab Campaign targeting
Without targeting keywords, and limited targeting demographics in Apple Search Ads, the decisive point for the advertisement spot seems to be the cost of the impression, with the highest bid winning. It is possible to narrow the target audience with the following options: Device Type (iPad or iPhone), Location (not all countries have this option available, check available countries here), Types of Customers (New users, Returning Users, Users of other apps (owned) and All users), Age, and Gender.
Which apps will benefit from Apple Search Tab campaigns?
Momentarily, this option seems most favourable for apps that may not yet be well known, and therefore are looking to increase their brand awareness and recognition. With no search queries necessary, they may reach a greater audience, and great brand recognition through impressions. While this may theoretically seem appealing, the question remains to whether this is how the campaign will be used, or if well-known apps will out-bid smaller apps in the fight for the positions.
Apple Search Tab pricing
While Apple Search Ads charges on the CPT (Cost per Tap), with a goal CPA (Cost per Acquisition (download)), Apple Search Tab charges with CPM (Cost per Thousand Impressions). While this can mean that an impression leads to a click (tap), which leads to a download, this method is also often used in a “subconscious” form. This entails that, while the user may not immediately click on the app, they will recognize the app name when they see it again, and may possibly then even search for the app.
Cannibalization and Duplication through Apple Search Ads Campaigns and Apple Search Tab
Since Apple Search Tab claims an impression “each time at least 50 percent of your ad is visible for one second”, there is a possibility of cannibalization on the organic searches. This means that while it is possible that a user searched for the app later (within the timeframe) because they remembered seeing the app before, there is also a possibility that they barely saw the app, and ended up searching for the app within the timeframe due to external factors. External factors could be other marketing strategies (TV, billboards, radio, display banners) or word of mouth through friends.
If this search and install would have naturally occurred without the “impression” from Apple Search Ads, the attribution of this search and install is called cannibalisation. This means that the advertiser is paying for an impression that has not led directly to the install. Similarly, if the attribution window from impression to tap on an ad is 30 days, many other factors may have led to the search for the app, while Apple Search Tab will consider it as their “success”.
So why advertise with Apple Search Tab campaigns?
The truth of the matter is that this feature is so new that not many results are available. This means that speculations of what could happen are abundant. Wuzzon will be testing the Apple Search Tab campaign together with Apple Search Ads and analyze the results in order to determine if the ROAS is attractive for small, start-up parties, or whether it is a new platform for the monopoly of prominent apps.
Last week Wuzzon was certified as an official Google Ads Partner, and has decided to up the ante by completing all the courses in order to be dubbed Apple Search Ads certified. All Wuzzon’s campaign managers have experience with Apple Search Ads campaigns, with great results in regards to app user acquisition, return on investment, and quality consumers. By taking and completing the course, Wuzzon’s campaign managers have proven their competence and specialism in this platform dedicated to iOS app users.
Apple Search Ads Certification course
The Apple Search Ads Certification course is made up of eight lessons, with a test at the end of each lesson. The topics include the following areas in Apple Search Ads campaigns:
Promoting your app
Structuring your account
Managing your budget
Showcasing your creatives
It was necessary to earn a score of 80% or higher out of the 50 question exam in order to pass the course, and indicate app marketing proficiency.
Apple Search Ads Campaign Management
Apple Search Ads Basic is a user-friendly dashboard which allows almost any app owner to set up their own campaign. The Basic version of Apple Search Ads relies fully on machine learning to reach the desired results and costs. As a time-saving version, Basic is very attractive to many app owners who do not have much experience or time for campaign management and optimization in app marketing.
However, for those who are interested and willing to dive deeper into the possibilities that Apple Search Ads offers, the Advanced platform presents many more options and opportunities for growth. In this hands-on service, campaign managers can adjust budgets, keywords, target groups, and more in order to reach the ideal app users without spending more than necessary on machine learning.
Apple Search Ads Insights
While it is not necessary to integrate a third-party attribution tracking platform, it is advisable in order to enhance the insights and results of the campaigns. Since the Apple Search Ads platform only tracks the taps (similar to clicks), and installs (LAT on or off), the quality of the users is difficult to measure without further insights in in-app activity. By integrating the Apple Search Ads campaigns in a third-party tracking platform such as Adjust, Branch, or AppsFlyer, campaign managers can analyse the return on investment, and thus adjust the campaign/keyword budgets accordingly. This leads to the best results for the lowest price.
Want to know more about how Wuzzon’s campaign managers can help your app get the best iOS installs in Apple Search Ads? Get in touch with us now!
At the beginning of 2019 Wuzzon decided to make the move to App Marketing permanent. With this grand gesture, we became an app marketing company, with expertise in many different aspects under the umbrella term “app marketing”. From app store optimization, to social media marketing, and in-app marketing, Wuzzon offers many different services to app owners. As soon as an app is live, you can trust Wuzzon with the following promotional aspects to help guide mobile users to your app: App Store Optimisation (ASO), Apple Search Ads (ASA), Google App Campaigns, Social Media marketing, and App Install Campaigns.
Whether you are a new app owner or an existing app owner, there are always aspects to improve on. While you can use your reviews to give you an insight into your user experience, you can also let us review your app and provide you with advice on how to make your app more attractive for mobile users. By improving your ranking through ASO, it will be attractive for you to let us set up ASA and/or UAC campaigns. You can support this with target specific campaigns in Social Media marketing, such as Facebook or Twitter, and bring the most traffic in for you’re improved new app with App Install campaigns, through the vast publisher network from Wuzzon. Afterwards, you can recover less active users through the use of retargeting of in-app-messaging, as an app does not only grow through new user acquisition.
App Store Optimisation
With such a fast-paced market such as app marketing, it is difficult to stay on track with all the new possibilities and changes that are continuously being made. Not only do requirements and preferences of consumers change, but so do those of app store algorithms. This is why it is important to have Wuzzon’s App Store Optimization specialist, Anastazia, review both the iOS as well as Android app, to make sure you can improve, or maintain your ranking.
Keeping in mind that there are many factors to decide the ranking of an app in the app stores, optimising your app to support the algorithm’s requirements will improve your app’s visibility within the store. This means that, with the improvement of your ranking, you will be more visible in the app’s category. Furthermore, with the improvement of your use of keywords through App Store Optimization, the app’s visibility can also increase in in the searches. Improving the following aspects can improve your ASO score: app metadata (app name, description), screenshots or preview videos, keywords used in the metadata, and timing of updates.
Apple Search Ads and Universal App Campaigns
Apple Search Ads is a somewhat new possibility in regards to search ad marketing in the Netherlands. Since it’s been implemented, we now have two possibilities for marketing within the app stores’ search results page. Now we have the Google App Campaigns on one end for Android installs, and Apple Search Ads on the other for iOS installs. By being able to target direct searches, it is possible to target more directly towards the consumer you wish to find.
Wuzzon’s growth hacker Isabelle has experience with the the different app store advertising platforms, and with the high quality traffic that it brings with it. Since consumers searching in the Google Play Store or the Apple App Store are searching for a specific product or service, you can be sure that they will be active users, not encouraged to download the app by anything more than their necessity for your app’s services. This is a specified searching and advertising option, where our campaign managers optimize towards not only your app’s search results, but also keep in mind what the competition is doing, to stay on top of the game.
Social Media Marketing
For an even more specific targeting through social media, our Social Media Marketing specialists are experienced in social media campaigns, such as through Facebook Ads. By targeting certain audiences, with specific interests or characters, social media advertisements are often used to promote towards a very specific group. With social media impacting many aspects of our decisions nowadays, it is important to know where, and how you can best promote through the multiple social platforms. These advertisements do not only increase installs, but also familiarity and branding through exposure.
App Install Campaigns
In the past 12 years, Wuzzon has created and cared for their extensive mobile network, and therefore have a large and broad reach in publishers. This broad and diverse network is made up of all sorts and kinds, which is why Wuzzon plays the role of a guide through the thick jungle, to find the best traffic sources that fit your app. Through a process of optimisations and experience, with data tracking in full integrated attribution tracking platforms, Wuzzon’s campaign managers bring high quality traffic through sources that you cannot reach through more specified platforms such as ASA/UAC, or social media platforms.
We work on a primarily CPI (cost per install) basis, with the occasional CPA (cost per action) campaign, to reach the KPIs. Whether you are looking for more registrations within the app, or a return on investment through revenue provided by consumers who downloaded the app, Wuzzon’s network can send more traffic than social media or search ad platforms. Through attribution partners, Wuzzon is able to view and optimise to the best sources, and share this data with our advertisers.
Attribution Tracking Platform Implementation
As we understand that not all old or new app owners are already integrated with attribution tracking platforms, we offer our services as experts in this field. We have years of experience with high esteemed platforms such as Adjust, AppsFlyer, and Branch, we are experts in setting up the apps to report and track the correct in-app events. While some tracking platforms such as Google Analytics may offer insights to the app user information, we have found that for the best quality information (including uninstalls as well as returning users), these attribution tracking platforms are vital.
Not only can you track each marketing platform separate, such as Facebook marketing, Google Ads, Apple Search ads, and media buying platforms, but you can also track the sub-sources for optimal data analysis. Furthermore, through the detailed information from the attribution tracking platform you also have a strong basis for retargeting.
Fraud Prevention in App Marketing
While most attribution tracking platforms have their own fraud prevention system, we have also set up our own anti-fraud system to fight against typical fraud problems we see in the industry. Through the use of TrafficGuard, set up with our own WuzzTrack system, we can now prevent fraudulent clicks on many different levels. Not only can these clicks detect typical fraud such as clickbots or click farming, but also detect clicks that are suspicious in their in-app behaviour, or timing of events.
Naturally, transparency is key in both fraud prevention as well as optimisation. This is why the use of a fraud prevention system, as well as attribution tracking platforms work well. While Wuzzon is completely GDPR compliant, we also place transparency as a high priority, especially in regards to fraudulent behaviour.
In-App Messaging and ReTargeting
In-app messaging is a new form of communication with a user from within the app. Not only is this an opportunity to rekindle the enthusiasm that a user once had for an app, but it can also be used to sustain high engagement customers. Through the use of platforms such as Leanplum or Clevertap, we are able to retargeting inactive, or less active, users of the app. The use of push notification, or in-app messaging can directly target information on sales or discounts to existing users. Here we can target small segments of created audiences to reintegrate top existing users to boost sales. This way, you don’t only need to rely on new user acquisition, but can also focus on the high performing in-active users.
Wuzzons App Umbrella
Not only does Wuzzon provide these services for app owners, we offer a complete app marketing package. This entails all of the above where we take the app through App Store Optimisations for the best ranking in the stores. With the app optimized to be picked up by the AI algorithm for the most visibility in the app store, the app is ready to be promoted with the best ranking keywords in Apple Search Ads, and Universal App Campaigns in the app stores.
Brand awareness often happens through Social Media, where it is promoted at a targeted group of interested users to create an audience that can be retargeted for reattribution. To gain a higher volume of installs, and optimized reach of users, Wuzzon’s own network will boost traffic. Through the use of our many sources, we can send traffic from sources you won’t usually reach through UAC/ASA of social media platforms.
Of course it doesn’t stop there. App marketing is a continuously ongoing process, through which optimizations, data analysis, remarketing, and reattribution all play a large roll in the acquisition, as well as retain of the app users. This is why Wuzzon’s team of specialists each play a role as campaign manager, to help guide you through the maze that is marketing, and provide you with the best return on investment!
Wuzzon has a Big Hairy Audacious Goal (BHAG) to obtain 1 billion Smiles by 2030. A BHAG is a goal that realizes a new way of working within a company. This goal ought to be scary, challenging and to be perceived as almost impossible to achieve by constantly working out of your comfort zone.
A BHAG is bigger, longer and more powerful than a regular goal. They often are over a timespan of 10-30 years, but they are tangible and something everyone just gets, without further explanation.
In the industry of app marketing, it is important to realize that we are not working with machines, but with people. We are the connection between the advertisers and its consumers.
Advertisers want their consumers to become happy from the app they offer, we want to be in-between to make every party happy.
Our drive at Wuzzon is to make our clients, consumers and publishers happy. We want to contribute to what makes people happy. A personal approach with an intrinsic value of doing it in the right way. When we select advertisers, we pick companies that make the lives of their customers easier or makes them happy.
How do we measure Smiles?
To get to the 1 billion Smiles by 2030 we have to measure them in some kind of way. In the last month we started with a special Internet of Things button. This button is programmed to collect Smiles. One click on the button is one Smile. This way, we can see how many smiles we’ve collected and have a physical button for people to click.
In the signature of every mail sent out by a Wuzzon employee we have a Smile button, to measure the email interaction and if it was a pleasant interaction.
What do we do at Wuzzon to get Smiles?
Within the company we are always working on collecting Smiles. The way we do this is by organizing events for advertisers and attending events ourselves. We also like to go to workshops, work related or even something completely different. This allows us all to grow and learn new things and leads to happiness.
Every morning we start the day with a morning huddle with all employees. In this huddle we all share our results of the previous day, our priorities of the day and ask for any help, when necessary. On Mondays we have added a part, which is Compliment Monday, where we compliment one another about a job done or say thanks for the help provided.
In 2019 we ran the Dam tot Damloop from Zaandam to Amsterdam, this resulted in a lot of Smiles for Wuzzon.
We find it very important to have a healthy dose of happiness in our office. By having daily lunches with the team and organizing events, such as going to the Winter Wonderland Christmas party last december.
In 2020 we are going to keep collecting Smiles and research ways to collect even more Smiles.
In the pie-chart below, you can see what is important for the Wuzzon team, regarding the Smiles.
Stay tuned for our Smile Meter on the website, where you can see the live count of Smiles.