Apple Search Ads Expands its Territories

July 07, 2018

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Apple Search Ads has proven itself indispensable to app developers, helping them find greater visibility and relevancy for their ads. It’s a success for both Apple and developers, with conversion rates holding at around 50 percent and a cost per acquisition that’s below $1.50. Additionally, the tech company recently added creative sets to help developers target more niche audiences and keywords. With Apple adding new features to the Search Ads platform, it’s a wonder why it’s limited to only a handful of storefronts. Recently, Apple announced that the Search Ads advertising service will be expanded to encompass more countries, further extending its reach to worldwide app markets.

Where’s it Expanding to?

When Search Ads launched in 2016 it quickly became a key feature to the App Store advertisement system. Apple Search Ads are currently available in storefronts in seven countries:

  • US
  • UK
  • Australia
  • Canada
  • Mexico
  • New Zealand
  • Switzerland

However, the recent announcement states that soon Apple will be nearly doubling the number of available storefronts by expanding to include:

  • South Korea
  • Germany
  • France
  • Italy
  • Spain
  • Japan

SearchAdsExpansionWhat Does This Mean? In short, Search Ads being available in more territories means that developers have more marketing opportunities in additional locations around the world. Search Ads has proven successful in the seven territories it’s currently available in. However, developers will need to take a serious look at their marketing budgets to ensure there’s enough money to go around to additional territories. They’ll also need to consider that the keywords they target in one territory may not overlap or be relevant in another. That’s why they’ll have to carefully work on their ASO strategy to localize their metadata and ensure that they’re targeting relevant keywords for each territory. Since Search Ads relies on keywords and metadata to determine relevancy, it’s important for developers to ensure they’re targeting search terms and keywords that are popular in each area to improve traffic to their app. Developers must maintain a strong ASO strategy in each region their app is available in to get the most out of their Search Ads campaign. For app developers in those six new countries, though, the addition of Search Ads will prove beneficial to their marketing efforts and will help them reach even more users. Overall, developers should start preparing for the Search Ads expansion that will be coming later this summer.

Update 4/29/20:

Apple Search Ads has expanded further, adding Russia to the list of available territories.

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