However, the most relevant change was the introduction of subscriptions for all developers and search advertising . That is, ads in the App Store. Very soon, these tools will reach other countries such as Spain, France, Italy or Germany.
Currently Apple offers two different formats to promote the applications in the search results. The general idea is that if a user searches for terms related to your app on the App Store, your app will appear first in the results. Search Ads Basic and Search Ads Advanced are the two promotional programs that allow this.
Search Ads Basic is the easiest way to promote an application on the App Store. In this program you choose the app you want to promote and add the amount of money you want to spend on it. From there, Apple’s algorithms will choose for you the keywords, the users most likely to install your app and the installation price. For each user who installs the app, you’ll be charged the price you’re willing to pay. In other words, you won’t be charged if the app isn’t installed. It’s the simple way to promote an app, it’s all automated.
On the other hand, we have Search Ads Advanced, the program where you can modify all the parameters you want and fully control the ads in your apps. This program allows developers to control the following aspects of advertising campaigns:
- Keywords by which the ad will appear in the search results.
- Search Match to discover relevant and related searches.
- Delimit the audience by age, gender, location or device
- Packs of images and promotional videos.
- Programming of campaigns between dates.
- Statistics and data from the campaigns to better understand their results.
Search Ads Advanced will arrive in late summer in other App Stores in addition to those currently available. You will be able to use Search Ads Advanced on the App Stores in France, Germany, Italy, Japan, South Korea and Spain.