Search ads are like booster packs for increasing visibility on app stores. Both Google Play and Apple App Stores offer advertisers a channel to run app install campaigns on their platform. The aim is simply to get more visibility than organic rankings generally deliver.

Much of online advertising is built around a similar principle. Every major platform has a framework that allows businesses to build a network of inbound engagement. This basically allows them to get engagement and even app installs without actually paying any money for visibility.

However, inbound awareness frameworks can take time to build. You cannot suddenly get 10K followers on Instagram or as many page likes on Facebook. Attracting any audience and making people follow and engage voluntarily takes time.

This again brings online advertising into the picture. All major platforms from search engines to social media platforms offer advertisers a platform to run ads. Even app stores allow advertisers to deploy app install ads and grow their presence beyond organic rankings.

App development is no longer a difficult task now thanks to mobile app builders. Even building an ecommerce app is simple now. Tools like AppMySite enable users to turn WooCommerce to mobile apps in a matter of minutes.

App companies can run install campaigns on various platforms. The special advantage of running them on app stores is appealing to qualified prospects directly.

Search ads on Apple App Store

The Apple App Store is home to over 1.96 million iOS mobile apps. It is thus difficult for a new app to suddenly attract the attention of everyday app visitors. Organic rankings can take time to truly channel droves of visitors to the app listing.

It is thus wise to invest in search ads in this situation. They can provide a new iOS app with some much needed visibility.

Why is search so important on the Apple App Store? Apple’s very own numbers show 65% downloads take place through search. In other words, most iOS users leverage search before downloading an app. It is thus vital for app companies to enhance their presence on app store search.

Search ads are just a simple and direct way to enhance visibility on search results. However, one thing many advertisers miss is the impact of search ads on organic visibility on the Apple App Store.

Impact of search ads on App Store organic visibility

Generally, paid outbound campaigns have no impact on organic visibility. This is true for most digital platforms.

The Apple App Store is different. Search ads can have a direct and indirect impact on the visibility on organic app store visibility.

The following sections discuss how this happens.

#1 – Jump in rankings

Any time you decide to run a search ad on the Apple App Store, you pick a set of keywords to show the ad on. This will basically ensure anytime someone searches for the keyword you choose, your app will be displayed in the ad banner.

Here’s the fun part. Your app will also reach the top ten rankings in the organic search of the same keyword. More specifically, it will reach the eight position.

In other words, the people who see your ad banner will also find your organic app listing at the eight position.

There are naturally a few caveats here. Your app must firstly rank for the keyword you’re advertising for in order to reach the top ten organic rankings. Secondly, only users who see your ad will eventually be able to see you at position eight of the organic ranking. Your app’s organic ranking will thus only be updated for the people who see your ad.

Lastly, your ranking will see no change if your organic ranking is already over eight. For instance, if your pharmacy app is at number two for the keyword ‘buy meds online’, your organic ranking will not change at all. The benefit of boosted organic rankings is thus only available to apps way below the pecking order.

Here’s an example. The top ten rankings for the keyword ‘bitcoin’ on the Apple App Store is given as follows.

Source: AppTweak

Now let’s assume an app called CryptoPro advertises on the same keyword. Here’s how the ranking will change.

 

Source: Apptweak

This boost is very useful as Apple is basically doubling your visibility. Landing in the top ten list will also boost your visibility.

#2 – Downloads as a factor

An app needs to get a certain number of downloads before the Apple App Store starts giving it increased visibility in search. Getting more downloads is difficult because an app doesn’t have any rankings.

This paradox is the bane of mobile app marketing on any app store.

Search ads help because they artificially hype up an app’s visibility on certain search results. App companies can get valuable downloads from such campaigns and naturally boost their odds of getting top rankings.

As mentioned earlier, deploying an ad can also boost your app store ranking for a small period of time. If you manage to generate decent engagement while being in the top ten, the App Store will naturally improve your ranking.

This is the indirect impact of search ads on organic App Store search. Furthermore, this impact is much long-term compared to immediate visibility during an ad campaign. It is thus wise to invest in search ads to boost long-term organic visibility on the Apple App Store.

In conclusion

The simplification of app development has turned the spotlight on downloads and marketing. Anyone can use app makers like AppMySite to go from WordPress to Android & iOS app. Getting downloads and promoting the app is the real challenge.

This piece covers the role of search ads in enhancing organic visibility and helping with app store optimization. Search ads on the App Store are very unique purely because of their role in boosting organic search in a direct way. Ad marketers can leverage the details provided in this piece and boost marketing efforts for their own iOS app.

This impact is only unique to the Apple App Store. Search ads don’t have as seismic an impact on Google Play rankings as they do on Apple App Store.