On October 5th, 2016 Apple released their first Search Ads product where advertisers pay per tap.
A little more than a year later, on December 5th, 2017, Apple released a simpler Search Ads product known as Search Ads Basic where advertisers pay per install.
The previous version of Search Ads was renamed to Search Ads Advanced.
Search Ads Basic seems to be based on the Search Match technology of Search Ads Advanced which algoritmically uses the apps metadata, information on similar apps, and search data to automatically match for search terms.
The key differentiator of Search Ads Basic is how easy it is to set up. There are only three steps. Select your app, set a monthly budget, and enter a max cost-per-install (CPI). Thats it. Your dashboard is just as simple, showing you the number of installs, the avg cost-per-install (CPI), and the spend for each app.
The simplicity of Search Ads Basic makes it an easy choice for those with smaller budgets and less time to manage and fine tune ad campaigns. As such, Search Ads Basic enforces a $5,000 budget per app, per month.
Many of the features of Search Ads Advanced makes it possible to optimize your campaigns and ad groups to increase performance and reduce the cost per install.
For example with Search Ads Advanced you have the ability to:
- target device type such as iPad and/or iPhone
- use Ad Scheduling to set start/end dates
- use Dayparting to choose what time of day ads are displayed
- target customers that have not downloaded your app yet, or those that already have, or those that have downloaded another one of your apps instead
- target users by demographics such as Gender and Age range
- select locations by city or state
- select specific keywords to bid on
- select negative keywords to not bid on
By taking full advantage of Search Ads Advanced features you can ensure your ads are displayed to the audiance most likely to download or purchase your app. A narrower audiance with the appropriate keywords leads to higher conversion rates and cheaper installs.
While Search Ads Advanced is more complicated to use than Search Ads Basic, tools such as Kitemetrics, can simplify and automate many of the tasks required to create, manage, and optimize your Search Ads campaigns.
In addition, the Kitemetrics iOS SDK works with both Search Ads Basic and Search Ads Advanced so you can tell which installs came from Search Ads and how they perform in comparison to organic installs.