Apple Search Ads has become the go-to ad platform for many app makers. And not just the big guys, lots of indie developers are spending their hard-earned cash on ads in the App Store because it gets results.
Side note: Watch this to make sure you set your campaigns up properly.
The obvious question is obvious - is it necessary to use Apple Search Ads to compete in the App Store?
I analyzed the top 100 grossing apps in the US App Store using Appfigures Search Ads Insights to see who's using Apple Search Ads and who isn't. Last time I did this, I noticed apps were more likely to use ASA while games were not.
This doesn't seem to be the case any more.
My analysis showed that 80 of the top 100 grossing apps and games in the US App Store have used Apple Search Ads in the last 30 days, most within the last few days. And that 80% includes both apps and games.
I expected all/most apps to use ASA but not games, so to see Monopoly Go, Royal Match, Last War:Survival, Candy Crush, Pokemon Go, and almost every other game on the list using Apple Search Ads is a clear indication of just how relevant they are.
So, is it a necessity to use Apple Search Ads? Probably not, but it seems like a disadvantage.
Looking at the 20% that aren't using ASA, the pattern was fairly clear - They're all category leaders who spend more on branding elsewhere. A few are also feuding with Apple over fees which is probably why Disney+, Hulu, and Netflix aren't.
If you're not a category leaders I think the answer is clear - use Apple Search Ads, but make sure to do it right.
FYI - We just rolled out a new feature that shows you which apps pay to advertise on any keyword you choose using Apple Search Ads. Use it to identify competitors and to make sure you're spending your money wisely. I'll give an upgrade discount to the first 10 readers who want to try it out.
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