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Apple Search Ads – Preliminary Performance Findings

Shani Rosenfelder Oct 31, 2016

With app discovery largely broken, app marketers are desperately looking for new ways for their app to be discovered. To help fix what’s broken, Apple began showing ads in the search results of its App Store on October 5th.

Looking north towards Google in Mountain View, Cupertino-based Apple is seeking to emulate the success of the search giant that built an empire from one concept: the value of search intent.

The following slide deck presents preliminary findings of the performance of Apple Search Ads as it relates to scale, engagement, retention, and spend. It also offers a keyword analysis showing what users search for when looking to download an app.

Some key findings include:

  • Advertisers have almost doubled their investment in Apple Search Ads since the beginning of the month
  • Apple Search Ads generate 6 in-app actions per install – the fourth highest ratio among top media sources
  • 72% of search queries that resulted in an install were not based on the actual name of the app