Search Ads is a great way to help people discover your app in App Store search results. Learn how new market expansion will give you greater opportunities to reach high quality customers. See how Search Ads Advanced new creative variations will help make your app promotion even more effective.
I'm Lindsay Verity from
Advertising Platforms and I'll
be joined by my colleague, Carol
Hsu, and we're here today to
tell you what's new in Search
Search Ads was first introduced
to the App Store in the U.S. in
October 2016 as an efficient and
easy way for you to promote your
apps directly in App Store
search results so customers
could discover your apps while
protecting their privacy.
Search Ads Advanced has since
expanded to the App Stores in
the U.K., Australia, New
Zealand, Canada, Switzerland,
In December 2017, we introduced
Search Ads Basic to the App
Store in the U.S., a minimal
effort cost-per-install offering
that's fast become a favorite of
developers worldwide to promote
their apps on the U.S. App
And the response to Search Ads
from developers of all types has
Postsnap, a U.K.-based photocard
app has used Search Ads to
expand their offering to new
markets and they told us Search
Ads has given us a huge increase
in high-value users in multiple
Now we're using Search Ads to
help us launch other apps too.
And JoyTunes, creators of
instrument learning apps, are
seeing incredible results.
They say the quality of users is
so good that the numbers
upgrading from free to
subscription is double that of
any other pay channel.
And, for Playtika's World Series
of Poker, it's the quality and
engagement of users that matters
and they said Search Ads is an
extremely powerful product that
has brought high-quality users
and engagement rates 10% higher
than the average.
It's been really great and
wonderful hearing these stories
and so many more like them.
And so, today, I'm excited to
announce that this summer,
Search Ads Advanced is coming to
six more app stores.
Japan, South Korea, Germany,
France, Italy, and Spain, giving
you even more opportunities to
reach high-intent, high-quality
users in more of the markets
you've told us are most
important to you.
And, what's more, we'll be
introducing Search Ads Basic to
all 13 App Stores where Search
Ads will be available.
And we've worked hard to make
sure that Search Ads Basic
remains a simple, easy,
effortless way for you to
promote your apps across
multiple app stores.
Let me show you how easy it's
going to be.
Imagine I'm a developer and I
want to start to promote my new
I simply select the app from the
drop-down list and note that I
know see an ad example on the
right and I'm also presented
with a list of the app stores
where Search Ads is available
and also where my NoMoss app is
I want to permit my app in as
many app stores as I can and so
I'm going to leave all of those
Next, I enter my monthly budget,
which is a single budget across
all of the app stores where my
app promotion will run.
My monthly budget for NoMoss is
And, finally, I input what is
the maximum amount I'm willing
to pay for an install.
Now, note Search Ads is
recommending a maximum
cost-per-install of $1.50, which
is based on what it knows about
my app and also what similar
apps are willing to pay for an
install, so I'm going to take
I then save and I'm taken to my
dashboard where I'll check back
later to see the results.
I can now see confirmation that
my new app promotion has been
saved and it should start
From my dashboard, I can also
add another app that I want to
promote and I can also make
changes to any of my existing
So, I am currently running
promotions in the U.S. App Store
for my LightRight app and I'd
like to expand that to more app
To do that, I simply click on
the edit button at the top of
the apps card and my LightRight
app is only available in 10 of
the app stores where Search Ads
is offered, so I'm only
presented with those 10 options.
Now, I can pick markets
individually, Canada and France,
for example, or I can select
I save. And I can now see that
my app is being promoted in 10
of 10 available app stores.
Now, because I'm promoting my
app across more app stores, I
also want to increase my monthly
budget to enable me to reach
more users and achieve more
installs, so I'm going to change
my monthly budget from $1000 to
My change is saved and I'm done.
It's really that simple and we
can't wait for more of you to
And that was Search Ads Basic.
So, let's talk about Advanced
and, more specifically, new
Developers have told us they
love the ease of Search Ads
Creative and how we
automatically create the ads
using the metadata and imagery
you already provide for your App
Store product page.
And App Store customers respond
really well to those ads because
of their noninvasive appearance
and because they're an accurate
representation of what they can
expect from the app's
Since February, you've had the
option to add up to 10 app
screenshots and 3 videos on your
App Store product page.
And just last week, we were
excited to introduce our newest
Search Ads Advanced feature,
Creative Sets, giving you the
ability to leverage these
additional App Store assets to
create more ad variations to
help you better align your ad
group keyword themes with
Now, let me turn it over to
Carol, who's going to tell you
more about how Creative Sets
work and give you a demo.
As Lindsay just showed, you can
use Creative Sets to display
different app previews in
screenshots that align to
keyword themes or specific
Since Creative Sets uses App
Store approved assets, this
ensures the best user
I'm here to show you how it's
Before we begin, imagine I'm a
developer and these are all of
the assets that I've uploaded to
App Store Connect for my app,
TripTrek is an app that lets
users document every step of
their travels and treks.
The first three assets will be
used in my default ad.
The default ad matches what
shows in organic search results;
however, there are 2 specific
keyword themes that I want to
focus on with my Search Ads
campaigns, fitness and mapping.
I can use Creative Sets to
choose the assets that best
align to those themes.
Let's go through the steps of
how I do that by adding Creative
Sets to my Search Ads campaigns
and ad groups now.
Here I am, already logged into
my Search Ads account.
And I'm on the campaigns view.
Let's go ahead and create a new
I'll start by clicking Create
Campaign, choosing my app,
TripTrek, the storefront that I
want to promote it in, and I'll
give it a campaign name.
Let's call this one Active
I'll assign a budget and for now
I'll skip over the daily cap and
the campaign negative keywords.
We'll go ahead and create the
first ad group in this campaign.
I'm going to call it fitness to
match the keywords that I plan
to bid on.
I want this to run on both iPad
and iPhone, so I'll leave that
setting as is.
And since, of course, I want
this to run all day every day,
I'll leave the ad scheduling
alone for now.
And I'll enter a default max CPT
I'm going to leave Search Match
on so that Search Ads
automatically matches my ads to
And I'm going to choose from
some of the recommended keywords
some of the keywords that match
my fitness theme.
Maybe we'll go with hiking
tracker, hiking trails, activity
tracker, and step counter.
And then I'll add a few more of
How about fitness tracker and
fitness challenge, since that's
one of the features in my app.
Since I want my ads to show to
all users, I'll leave the
audience settings alone for now
Here I can see a preview of the
default text ad and the default
image ad, which shows alongside
the ads from my Creative Sets
and matches the organic search
But, since I want to use assets
that are more closely aligned to
my fitness theme, I'm going to
create a Creative Set for that,
so let's go ahead and add one
now by clicking Add Creative
I'll name this Creative Set
Social Hiking and choose the
The set of languages depends on
the storefronts that I'm
promoting in and on the
localized assets that I
submitted to App Store Connect.
I'll leave this as English for
Next, I need to choose the right
combination of assets to create
an effective creative set.
Here I can see all of the
screenshots and app previews
from the available set of assets
on my app product page organized
by display size and in the order
that I submitted to App Store
I'll only see the display sizes
that have enough localized
assets to satisfy a Creative
In App Store Connect, I had
elected to use the 5.5-inch
display, which is why I don't
see any other iPhone display
size assets here.
If I'm having trouble
remembering which devices are
which display size, I can go to
the upper right-hand corner and
click on View Device Display
Sizes to see that information.
I'll go ahead and close this
If I hover over an asset, an
icon appears in the lower
left-hand corner and I can click
on that to get a closer look.
I can also easily click through
to see the other assets as well.
Let me close this now and choose
the assets for my Creative Set.
For the iPhone 5.5-inch display,
I have all portrait assets, so I
need to select at least 3 in
order to complete my Creative
I can see which of my assets are
already being used in the
default ads by this label here
that says default on the first
I'm going to choose assets that
are different from the default
ones and that are aligned with
my fitness theme.
Here we go.
These look good.
And then for the iPad 12.9-inch
display size, I have all
landscape assets, so I need to
select at least one of these in
order for my ads to show on
I'll go ahead and pick this one
Once I've chosen assets for each
display size, I click save and
see that my creative set has
been added to my ad group and
now I'm ready to start my
The Active Travel campaign now
appears on my campaigns view and
that's how you add a Creative
Set to a new campaign and ad
Next, let me show you how to add
a Creative Set to an existing
campaign and ad group.
Let's go into my Navigation
And from there, let's go into
the City Maps ad group and I'll
click on this new Creative Sets
This is a brand-new view in
Search Ads where I'll be able to
see not only how my Creative
Sets are performing, but also
how the default text ad and the
default image ad are doing.
I currently only have the
default ads running and I don't
have any Creative Sets yet for
this ad group.
So, I'll add one now by clicking
Add Creative Set.
Let's go ahead and name this
Creative Set Mapping Features to
align to my mapping theme.
And I'll leave the localization
language as English again.
And for the iPhone 5.5-inch
display size, I have all
portrait assets, so again I need
to select at least 3 to populate
In this case, I'm going to
choose more than 3 assets,
including some that are already
used in the default ads, and let
Search Ads automatically create
the various combinations of ads
from all of these assets.
Search Ads uses machine learning
to continuously optimize to show
the best performing ads.
Since I'm only interested in
testing ad variations for iPhone
at this time, I'm going to elect
to use default assets for iPad,
which means only the default ads
will show on iPad.
I click save and now I've added
my first Creative Set to this ad
group and I can create up to 10
Creative Sets per ad group.
I can return to this view at any
time to check how this Creative
Set is performing versus the
So, that's how I added Creative
Sets for my two keyword themes,
fitness and mapping.
I hope you'll give this a try
Now, let me hand it back to
Thank you, Carol.
So, to summarize, Creative Sets
use App Store approved assets,
so it continues ensuring a
really great customer
And now with more ad variations,
you can more closely align your
ad images to specific keyword
themes for audiences and our
machine learning ensures you'll
always achieve the best results.
It's been great sharing these
updates with you today.
Just to recap, Search Ads
Advanced is coming to 6 more
markets this summer and Basic
will be coming to all 13 App
Stores where Search Ads is
Creative Sets are available now,
so if you're a Search Ads
Advanced user, start
experimenting with different ad
variations and see how they can
further improve the performance
of your existing campaigns.
And we really love to hear from
you on your experiences with
this new feature.
As always, you can learn more at
Thank you so much for listening.
It's been really great sharing
this with you today.
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