Could Apple’s Ad Network Open Up New Doors For PPC Marketers?
PPC marketers are always looking for ways to improve sales and ROI and Apple’s Ad Network just might be the next big channel for it.
Image Source: Apple
It’s no secret that Apple’s Ad Network is making waves in the marketing industry. After introducing their new Search Ad feature to the App Store, they have since replaced Facebook as the top ad network choice for mobile marketers.
With over 500 million smartphone users visiting the AppStore weekly, Apple holds the keys to one of the most searchable platforms on the planet.
With millions of app downloads to choose from, the App Store is home to a diverse demographic. For PPC marketers, a platform full of diverse, high-intent searchers sounds like a dream come true. The question is, how do Apple Search Ads (ASA) measure up in today’s search market?
From low cost per acquisition rates to Apple’s personalized lead segmentation, read on as we discuss the future of ASA in the PPC world and reveal Apple’s plan to transform mobile advertising in 2023.
Apple’s position in today’s search market
When we think of the search market, Google tends to take the lead. However, after Google came under fire in 2018 for limiting consumer choice in sharing data within their Andriod operating system, the globe’s largest search giant received a 4 billion euro anti-trust fine.
After Google and Amazon faced public and government scrutiny in a number of anti-trust battles in 2022, the market quickly opened up to competitors such as Apple, Meta, and TikTok.
However, on the back of Apple’s release of App Tracking Transparency (ATT) in 2021, Meta quickly lost a whopping $10 billion in revenue, which “drove headwinds for incumbent advertising platforms,” says JP Morgan analyst Samik Chatterjee.
The question is, was this the tech giant’s plan all along?
According to experts at JP Morgan, Apple could rake in up to $6 Billion in Mobile advertising by 2025 alone, especially as ad platform competitors are hit by ATT. As consumers gain more control over their data sharing, as little as 20% are now choosing to share app data with third-party platforms such as Meta and Google.
This has opened up the playing field for Apple, which has since seen a 33% increase in its services-based market revenue since last year.
(Image Source: Tech Spot)
“I can easily imagine a scenario in which Apple grabs 10% of Google’s nearly $150 billion search ad business”, states Andrew Lipsman, principal analyst at Insider Intelligence. “This would translate to a $15 billion opportunity.”
The impact of App Tracking Transparency
According to Apple, “App Tracking Transparency allows you to choose whether an app can track your activity across other companies’ apps and websites for the purposes of advertising or sharing with data brokers.”
Apple’s new privacy-driven technology has changed the game for PPC advertisers across the globe. With fewer opportunities to track third-party data and target new consumers, it is becoming harder than ever to segment target leads and create effective PPC campaigns.
As B2C marketers struggle to track third-party data, while B2B marketers compete against WHOIS Privacy Protection, which allows companies to hide their personal data, it is becoming harder than ever to segment target leads and create effective PPC campaigns.
Apple’s ATT release has proved to be a clever marketing strategy from the tech giant, reducing the amount of data other networks can retrieve from Apple consumers. In the wake of this, Apple has since released its own search ads platform (ASA), which does not use ATT.
“ASA is the only media source in iOS that functions independently of SKAdNetwork and deterministically attributes users,” say experts at AppsFlyer. “It is, therefore, no surprise that it is the new #1 player among consenting users in both the Retention Index’s global power and volume rankings.”
Using ASA, marketers can show their ads directly in the App Store, where search intent is high from the get-go. If consumers are already searching for applications and see your service pop up, they are twice as likely to install it there and then.
“ASA’s success was driven by non-gaming apps where it ranked first, thanks to the top spot it secured in the Life & Culture group in seven regions across the globe: Eastern Europe, Greater China, Japan & Korea, Latin America, Middle East, North America, and Western Europe,” says AppsFlyer. “ASA’s advantage was also evident in the IAP Index, overcoming Facebook to take the number one global power and volume ranking, driving quality users at scale, with a first place showing in non-gaming and second place result in Gaming.”
SaaS providers and app developers have flocked to Apple’s new Ad Network as Apple can offer them one thing that other PPC platforms cannon: access.
3 reasons why Apple Ads are transforming PPC Success
Apple Ads provides PPC marketers with more access than any other search platform in 2022. As a search engine packed full of diverse applications and opportunities, there is no industry that the App store doesn’t serve.
Using ASAs, PPC marketers can segment users based on precious app installs, location, and even target keywords. Better still, gaining an organic App Store ranking will only improve site viability and your Google SERP score in return.
Let’s have a closer look at 3 reasons why Apple’s Ad network could be a platform to invest in, in 2023.
Low CPA high ROI
Did you know that Apple Search Ads have a 40% lower acquisition cost than any other ad network?
Using a cost-per-tap (CPT) model, Apple works out Ad spending depending on the relevance of the search, your maximum bid, and the competitor’s bid. Using their own version of cost-per-click, Apple’s Ad platform is so successful purely because, unlike other networks, it promises to position your brand in front of users who are already interested in converting rather than Google searchers who are more likely to browse and bounce.
This increases your chances of success and drives higher returns on ad investment. Better still, with over 500 million consumers weekly, Apple’s App marketer is expanding at an explosive rate, opening up your brand to more leads and more capital.
App Store Ranking
Organic ranking has never been so tricky. As Google adds more and more factors to its ranking list, sites of today struggle to make it to the first page of a Google search.
This is where Apple’s Ad network comes to the rescue. Unlike Google’s algorithm that separates PPC clicks from organic search when ranking a site, Apple takes into account the metrics from ad installs when ranking a brand on their platform and curating their app charts.
Not only can this improve your chances of being engaged within the App Store, but this ranking position can also increase the chances of organic traffic to your website, in turn boosting your SERP score too.
Personalized lead segmentation
Last but not least, Apple’s advanced ASA settings can take your PPC campaign one step further. If you’re struggling to see engagement within the platform, ASA encourages brands to segment and target different lead groups to improve success.
Whether you prioritize first-time conversions or want to retarget existing downloaders, you can invest in Apple’s premium service that allows you to cross-promote different developments and app features based on user download history, location, age, and demographic trends.
Using App Store Connect accounts, you can quickly link together client groups and combine campaigns to maximize PPC success.
What’s next for ASA?
Apple Search Ads put you in control of your own campaign. While this can be a blessing and a curse, Apple’s vast personalization features could ensure that your PPC campaign is more effective in the long run.
“On the one hand, Apple Search Ads Basic takes the workload off of your shoulders,” say experts at App Radar. “On the other hand, Apple Search Ads Advanced puts you in the driver’s seat. It’s up to you, your budget, and your resources which kind of Apple Search Ads you will use for your app growth.”
Apple’s Ad network will continue to grow at an exponential rate in 2023. In fact, we could see the service veer into its other services, such as podcasts, music, and even weather. Apple has an exciting road ahead of them, and PPC marketers should look forward to future campaign success.