What Happened
Several big-name brands have started using Apple’s recently launched Search Ads to drive download for their iOS apps. The app-install ads, officially rolled out in early October, which enables developers to promote their apps at the top of relevant search results in the App Store. So far, brands including Domino’s and Amazon have been using Search Ads to target users, especially those who search for their competitors’ apps. According to mobile marketing platform Singular, Search Ads has a mobile conversion rate of 4.9%, a much higher rate than regular app-install ads.
What Brands Should Do
By buying against competitor apps and relevant keywords, the aforementioned brands find a clever way to surface their apps to a targeted audience that is actively searching for products or services in their respective categories. In order to stand out in the over 2 million apps currently available in the App Store, brands seeking to engage mobile users via branded apps should consider buying Search Ads to give their apps a boost.
Source: AdWeek
