Comparing the Most Popular Mobile App Advertising Channels: Apple Search Ads, Google Ads and Facebook Ads

mobile app advertising channels comparison

Mobile apps represent one of the best-selling product groups of our time. It’s not a surprise given the fact that the number of smartphone users has breached three billion globally. Users downloaded more than 200 million apps in 2018 alone, thus making mobile products a highly profitable industry.

With six million mobile apps currently available on Google Play, iOS, and Amazon App Store, it’s not all that easy to sell a mobile app. In such circumstances, hoping for a major sales boost organically may not be the best tactic possible. On the contrary, promoting your product through paid mobile app advertising becomes a critical precondition of business success.

But do you know which advertising platform to choose? Would you rather pick Google Ads, Apple Search Ads, or Facebook Ads? In this post, we will compare these mobile advertising app channels, show their features and explain how they function.
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Branded Keywords in Apple Search Ads: Cannibalization or Brand Protection?

Branded Keywords in Apple Search Ads

Marketers voice many cons to running Apple Search Ads for branded keywords. Well-known companies usually say, “We have a recognizable brand and already rank #1 in the organic listing on the App Store. If we bid on the branded keywords, we simply buy the traffic we would get for free”.

Indeed, why should you bother paying for the brand keywords if they are already triggered by your organic listing? Especially if you have a well-known brand that people think of right away. You think about taxi – you search for Uber, you want to watch a new season of a show – you search for Netflix.

However, it’s not that straightforward as it might seem. Let’s figure out whether branded keywords in Apple Search Ads are budget wasters or brand protection guards.
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Case Study: Verv Reinforces Apple Search Ads Statistics with Post-Install Events

Apple Search Ads case study

Apple Search Ads can still be considered a relatively new ad platform but it has already established itself as one of the best user acquisition solutions for iOS app publishers. However, taming a new ad channel is never easy.

Laura Burankova, Senior ASO Manager at Verv, shares their experience of mastering the App Store ads with help of SearchAdsHQ.
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5 Most Important Apple Search Ads Metrics and How to Optimize Them

Metrics in Apple Search Ads

Cost-per-tap is an Apple Search Ads advertising model where you pay for every tap on your banner. The trick about CPT is that you don’t earn from the tap itself. You earn from what happens after.

After users tap on your ad, they find themselves on an app store product page, then (if things shape up well) they download, install and open your app. Only upon these actions users may make an in-app purchase, buy a subscription or view native ads.
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How to Run Apple Search Ads Discovery Campaigns?

apple search ads discovery campaigns

There’s an enormous ocean of keywords out there, and chances are that you miss some valuable fish. But what is the reason to catch it?

If you are not in the habit of revising your list of keywords from time to time, you bring your Apple Search Ads account to a standstill. And that means you definitely generate less revenue than you could. Because you know how it all works: more relevant keywords added result in more relevant traffic; more relevant traffic means more potential conversions, and conversions eventually bring in revenue.   

This is the rationale behind keyword expansion. There are different approaches that user acquisitions managers adopt to search and add extra relevant keywords. Here, we’ll dwell on the most straightforward one – building discovery campaigns.
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Adding Transparency to Apple Search Ads – New Discrepancy Metrics in SearchAdsHQ

Apple Search Ads discrepancy metrics

As we all know, Apple Search Ads gives app publishers a chance to get the prime spot in the App Store search results. This premium ad network is famous for its fraud-free environment, pre-qualified users and high conversion rate.

That’s all well and good, but it’s not always that easy to measure the return on the App Store ads spend. The thing is the difference between Apple Search Ads self-reports and data provided by Mobile Measurement Partners (MMPs) might reach from 30% to 70%.

The latest SearchAdsHQ update helps to shed light on such substantial discrepancy. 8 new metrics were introduced to add transparency to Apple Search Ads and assist in identifying the reasons behind data discrepancy
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Looking Back on 2018: What Was Changed in Apple Search Ads?

Search Ads Roundup 2018

When one year ends and another begins, many of us, willingly or unwillingly though, look back on our ups and downs, achievements and challenges. Now, the calendar suggests summing up the results of the past 12 months. Today we reflect on 2018 and recall the features introduced into Apple Search Ads during the year. Enjoy our roundup!
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SearchAdsHQ Update: Graphic Visualization of Your Apple Search Ads Performance

Apple Search Ads Charts

The SearchAdsHQ team is happy and proud to announce the introduction of charts within our platform for management and optimization of Apple Search Ads. The charts are all about dynamics in metrics over time and data analysis. They favor the discovery of trends, patterns, spikes, drop-offs and metrics correlations.

In general, charts is a powerful way of information representation which makes it easier to compare different data and numbers. A survey by Aberdeen Group found that managers that rely on visualized data along with dashboards and reporting are 28% more likely to gain relevant insights.

In the context of Apple Search Ads, metrics visualization assists in more efficient assessment of App Store ads performance fluctuations which in its turn streamlines your decision-making process.
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Keyword Expansion in Apple Search Ads: Scale your Profitability

Keyword expansion method in Search Ads

Keyword expansion is a technique used to add new keywords to your current Apple Search Ads list of keywords. If done right, it helps drive traffic and find new users. Read on to learn the ins and outs of keyword expansion and how to perform it properly.
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10 SearchAdsHQ Filters for Apple Search Ads Optimization

Apple Search Ads filters

Filters are an efficient method of Apple Search Ads optimization. They are basic, yet powerful, as they can provide revealing insights and help identify areas for improvement. This is particularly relevant to large ad accounts with thousands of keywords, where it is so easy to miss important things.

Let’s discover what they look like and how they work in our platform. The good news is that if you have experience with Google Ads, you’ll probably find some things familiar.
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