[{"_id":"project-settings","settings":{"translateMetaTags":true,"translateAriaLabels":true,"translateTitle":true,"showWidget":true,"isFeedbackEnabled":false,"fv":1,"customWidget":{"theme":"custom","font":"rgb(255,255,255)","header":"rgb(47,65,108)","background":"rgba(47,65,108,1)","position":"right","positionVertical":"top","border":"rgb(204,204,204)","borderRequired":false,"widgetCompact":true,"isWidgetPositionRelative":false},"widgetLanguages":[],"activeLanguages":{"zh":"中文(简体)","de":"Deutsch","ja":"日本語","ko":"한국어","es":"Español","ru":"Русский","en":"English"},"enabledLanguages":["de","en","es","ja","ko","ru","zh"],"debugInfo":false,"displayBranding":false,"displayBrandingName":false,"localizeImages":false,"localizeUrls":false,"localizeImagesLimit":false,"localizeUrlsLimit":true,"localizeAudio":false,"localizeAudioLimit":false,"localizeDates":false,"disabledPages":[],"regexPhrases":[],"allowComplexCssSelectors":false,"blockedClasses":false,"blockedIds":false,"phraseDetection":true,"customDomainSettings":[],"seoSetting":[],"translateSource":false,"overage":false,"detectPhraseFromAllLanguage":false,"googleAnalytics":false,"mixpanel":false,"heap":false,"disableDateLocalization":false,"ignoreCurrencyInTranslation":false,"blockedComplexSelectors":[]},"version":2504},{"_id":"en","source":"en","pluralFn":"return n != 1 ? 1 : 0;","pluralForm":2,"dictionary":{},"version":2504},{"_id":"outdated","outdated":{"#Store and/or access information on a device (150 partners)":1,"#We and our partners store or access information on devices, such as cookies and process personal data, such as unique identifiers and standard information sent by a device for the purposes described below. You may click to consent to our and our 213 partners’ processing for such purposes. Alternatively, you may click to refuse to consent, or access more detailed information and change your preferences before consenting. Your preferences will apply to this website only. Please note that some processing of your personal data may not require your consent, but you have a right to object to such processing. You can change your preferences or withdraw your consent at any time by returning to this site and clicking the \"Privacy\" button at the bottom of the webpage.":1,"#Understand audiences through statistics or combinations of data from different sources (80 partners)":1,"#Measure content performance (58 partners)":1,"#Bid | What is a Bid | What is a Bid in marketing | Bid Definition":1,"#A Bid is the price an advertiser selects for an ad campaign. Advertisers can bid on either a cost-per-thousand-impressions (CPM) or cost-per-click (CPC) basis.":1,"#Bid | Definition":1,"#What is a Bid?":1,"#Поисковая реклама Maven acts as a central data and intelligence hub to scale and optimize your Apple Search Ads campaigns in ways not possible through other tools or your Search Ads dashboard alone.":1,"#This gradual expansion transformed what was once a single-placement search advertising platform into a comprehensive app market spanning the entire App Store discovery journey—from browse to search to install. The new rebranding to 苹果广告 reflects this broader scope and signals Apple’s enhanced identity within digital advertising.":1,"#When Apple entered the app advertising arena in 2016, the platform offered just one ad placement option: promoted listings at the top of 应用商店 search results. This initial foray into app discovery advertising was straightforward yet ingenious, enabling developers to capture high-intent users actively searching for specific types of apps or functionality.":1,"#Industry observers note, “Apple dropping 搜索 from the name isn’t just a rebrand—it’s kind of a roadmap” that potentially signals more ambitious plans in the advertising arena. As Apple’s services revenue continues to grow in strategic importance, expanding advertising offerings represents a natural evolution. The company’s unique position—controlling both hardware and software platforms while maintaining a strong privacy-first stance—creates distinctive advantages in the increasingly privacy-conscious digital advertising landscape.":1,"#In a significant shift for iOS app marketers, Apple has officially rebranded its advertising platform: As of April 14, 2025, Apple Search Ads is now simply 苹果广告. This change reflects the platform’s evolution from a single-placement search advertising tool to a multifaceted marketing ecosystem. Let’s unpack what this means for your app marketing strategy.":1,"#You’ll notice updated terminology in the Search Ads Maven interface, with 苹果广告 replacing Apple Search Ads during initial account creation and within the integrations tab.":1,"#Behind this simple rationale lies a strategic repositioning. The term 搜索 has become increasingly limiting with Apple’s ad offerings expanding beyond traditional search placements. Today’s Apple Ads encompasses four distinct placement types targeting users at different stages of the app discovery journey:":1,"#3–4 раза":1,"#10–15 раз":1,"#5–10 раз":1,"#БЕСПЛАТНУЮ пробную версию":1,"#시간이 너무 많이 걸립니다.":1,"#博客图标":1,"#网页图标":1,"#电子邮件图标":1,"#客户常用的联系方式":1,"#立即联系我们":1,"#Measuring incrementality through blackout testing, correlation analysis, or marketing mix modeling (MMM) reveals the true impact of your spend on Apple Ads,":1,"#Measuring incrementality through blackout testing, correlation analysis, or marketing mix modeling (MMM) reveals the true impact of your spend on Apple Ads, ultimately ensuring sustainable and profitable growth. For marketers who optimize diligently, Apple Ads can indeed be incremental—and a key player in a healthy marketing mix.":1,"#Don’t assume incrementality—measure it, optimize for it, and let empirical evidence guide your investment decisions toward maximum profitability. After all, through better measurement and optimization on Apple Ads, you can achieve genuine, incremental growth.":1,"#As privacy-first measurement becomes industry standard and customer acquisition costs continue their fluctuations, incrementality measurement evolves from optional analytics into essential business intelligence. Successful Apple Ads management requires moving beyond attribution comfort zones into true incremental impact measurement. Marketers who master these concepts today build sustainable growth engines.":1,"#If you uncover lower incrementality campaigns, the solution is not abandoning Apple Ads—but optimizing incrementality within the platform. Again, the key often lies in reallocating budget from high-VIF campaigns toward discovery campaigns that capture users earlier in their consideration process.":1,"#When Apple Ads optimization alone reaches its limits, expanding into complementary marketing channels can improve overall portfolio incrementality by targeting more of the customer funnel and reducing overreliance on any single platform. Media mix diversity generally benefits overall incrementality performance. Marketing organizations then benefit from deploying agile, next-generation MMM solutions that provide ongoing incrementality monitoring and optimization recommendations across channels.":1,"#TL;DR Summary
App marketers investing in Apple Ads can optimize their strategy to maximize incrementality. Understanding incrementality—what wouldn’t have happened without your ad spend—is crucial. For example, Apple Ads campaign types vary in their incremental potential; brand campaigns often capture existing intent, while discovery campaigns drive genuine new user acquisition… (click to expand)":1,"#If you discover low incremental spend patterns in your Apple Ads campaigns, don’t panic—this is a fantastic opportunity to optimize your strategy. The revelation that certain campaigns capture traffic that would have converted anyway opens pathways for smarter budget allocation across Apple Ads campaign and placement types.":1,"#More experienced teams can implement strategic blackout testing, beginning with brand campaigns during stable seasonal periods when external factors won’t muddle results.":1,"#For marketers setting out to unearth incrementality, correlation analysis using existing attribution data provides an accessible starting point. Track attributed vs. unattributed install patterns—inverse relationships suggest incrementality concerns without requiring complex experimental designs or campaign interruptions.":1,"#The strategic complexity deepens when considering brand protection. Even campaigns with minimal incrementality serve valuable defensive purposes, preventing competitors from capturing users who specifically search for your app name. Remember that your brand keywords are highly incremental to would-be conquesters! The optimization challenge becomes finding the precise balance between brand protection and budget efficiency—maintaining enough presence to defend against competitive conquest while avoiding excessive investment in capturing less incremental traffic.":1,"#Brand campaigns present the most nuanced incrementality challenges due to their tendency to capture users who already possess strong intent to find your app.":1,"#13 min read":1,"#The power of MMM reveals itself through real-world case studies, such as a retail brand that shifted from 25% to 95% brand search spend allocation while simultaneously increasing total spend by 50%. The MMM system detected VIF scores spiking to 6.5, indicating strong statistical dependency with other channels like Meta and TikTok. Despite the dramatic spend increase, total first-time purchases remained frustratingly flat. Analysis revealed that upper-funnel social media campaigns were driving brand awareness, leading users to search for the brand in the App Store, where they encountered the heavily funded brand campaigns. So the advertiser was essentially paying twice for the same conversion. They acted quickly to re-diversify their Apple Ads spend across brand, category, discovery, and competitive campaigns.":1,"#MMM represents the most sophisticated approach to incrementality measurement, utilizing advanced statistical techniques to comprehend the complex interdependencies among all marketing channels. Next-generation MMM platforms introduce such concepts as variance inflation factor (VIF) scoring, which measures multicollinearity among different advertising channels. VIF scores below 3 indicate healthy channel independence, while scores above 5 suggest problematic dependency relationships that signal opportunities to improve incrementality.":1,"#This approach involves tracking both attribution streams daily and calculating rolling correlations over 7-day periods. Moments of strong negative correlation—attributed installs decreasing as unattributed installs increase—provide clear signals to discern incrementality. The beauty of correlation analysis lies in its ability to provide ongoing incrementality insights without sacrificing campaign performance or requiring complex experimental designs.":1,"#Correlation analysis offers an elegant approach to incrementality measurement, analyzing the statistical relationship between attributed and unattributed install patterns without requiring campaign interruptions. The method shines in real-world scenarios, such as when one advertiser experienced a concerning 13% drop in Apple Ads attributed installs during a crucial December period. Rather than panic, the team conducted deeper analysis, which revealed that unattributed installs also increased by 13% during the same timeframe. The total install volume remained stable, indicating that the “lost” attributed installs were high-intent users that still completed conversion despite not seeing an ad.":1,"#The challenge with blackout testing lies in biting the bullet and accepting its practical demands: Testing requires sacrificing potentially valuable growth during the experimental period.":1,"#Blackout testing represents the most straightforward conceptual approach, essentially creating a controlled experiment by completely pausing advertising activities, then measuring the impact on total conversion volume. This requires establishing comprehensive baseline metrics encompassing both attributed and unattributed installs over several weeks of normal campaign operation. When you pause campaigns for the recommended minimum of 2 to 4 weeks, the results speak clearly: If your total install volume drops proportionally to your paused spend, your campaigns were indeed driving incremental growth. If unattributed installs increase to perfectly offset your lost attributed volume, you’ve discovered an opportunity to redirect your spend to a different placement type within Apple Ads.":1,"#Discovery campaigns, on the other hand, introduce your app to users who haven’t yet formed preferences within your category, representing strong potential for incremental growth.":1,"#Brand campaigns, while often delivering the most attractive cost-per-acquisition metrics, typically capture users who already possess strong intent to find your app. Brands may spend here to protect their own terms.":1,"#Different Apple Ads campaign types also exist along a spectrum of incrementality potential. Apps with strong brand loyalty may see less incrementality from brand campaigns but maintain stronger incremental performance in discovery campaigns.":1,"#Apple Ads incrementality naturally evolves with your app’s lifecycle. New apps typically demonstrate high incrementality across all campaign types since they often start out with neither brand awareness nor organic visibility. As you “build the buzz” and improve your rankings, incrementality changes as more users discover your app through non-paid channels.":1,"#경쟁업체의 가시성 점수와 유료 키워드를 모니터링하여 매번 입찰에서 낙찰받기 위해 무엇이 필요한지 알 수 있습니다.":1,"#입찰하지 않은 새 키워드와 입찰했던 키워드에 대한 올바른 입찰가를 찾아 Apple Search Ads에 대한 광고 지출을 최대화하십시오.":1,"#Apple Ads 101: Maximizing Incrementality on Apple Ads - searchadsmaven.com":1,"#喜欢这个":1,"#Apple Ads 101: Maximizing Incrementality on Apple Ads":1,"#October 9th, 2025":1,"#Apple Adsの増分効果はどの程度か？」":1,"#広告を配信していなかった場合、ユーザーはいずれにしてもそのアクションを実行したでしょうか？":1,"#Case StudyCase Studies IDT Corporation":1,"#In a significant shift for iOS app marketers, Apple has officially rebranded its advertising platform from Apple Search Ads to Apple Ads.":1,"#4. Product pages
Potentially attracts visitors to other apps’ product pages, reaching users already engaged with similar content":1,"#1. Search results
The OG placement—targets users actively searching for specific terms":1,"#“When Apple Search Ads launched in 2016, we offered a single ad placement at the top of search results. Today, advertisers can run ads in multiple placements across the App Store, so we’ve decided to change our name.”":1,"#In their announcement email, Apple provided a straightforward explanation:":1,"#Why the Rebrand Matters":1,"#“Apple Search Ads provides opportunities for developers of all sizes to grow their business. Like our other advertising offerings, these new ad placements are built upon the same foundation—they will only contain content from apps’ approved App Store product pages, and will adhere to the same rigorous privacy standards.”":1,"#Over the years, Apple has expanded its advertising footprint across the App Store. In May 2021, Apple introduced Search tab ads, enabling developers to reach users at the beginning of their App Store journey via an ad placement right on the Search tab. A larger expansion was announced in July 2022: Today tab and product pages placements inviting developers to showcase their apps on the App Store homepage and within the You Might Also Like section of other apps’ product pages.":1,"#Evolution of Apple’s App Store Advertising":1,"#The 4-1-1 on the switch and what to expect in Search Ads Maven":1,"#We’ll continue to monitor developments in the world of Apple Ads and share insights to help you optimize your app marketing strategy.":1,"#3. Today tab
Enjoys a premium placement on the App Store’s front page, offering maximum visibility":1,"#Want to maximize your results on the newly rebranded Apple Ads? Contact our team for a personalized consultation.":1,"#For app marketers, Apple’s rebranding and ongoing investment in the platform present exciting opportunities to reach highly engaged iOS users in a premium, brand-safe environment. The combination of high user intent, advantageous positioning, and advanced targeting capabilities continue to make Apple Ads an essential channel for app marketing success.":1,"#The Future of Apple Advertising":1,"#If you leverage Search Ads Maven’s API integrations, these connections will seamlessly transition to work with the rebranded Apple Ads API.":1,"#API Connections":1,"#Your carefully crafted automation rules continue working without interruption—no adjustments needed owing to the name change.":1,"#Automation Rules":1,"#Rest assured that all your existing campaign structures, keywords, and bid optimizations remain fully intact. The rebrand doesn’t require any reconfiguration of your campaigns or strategies.":1,"#Campaign Management":1,"#Dashboard References":1,"#If you were already using Search Ads Maven to manage and optimize Apple Search Ads campaigns, here’s what you need to know about the transition to Apple Ads:":1,"#What This Means for Search Ads Maven Users":1,"#This integration addresses a long-standing challenge for app marketers—the need for consolidated measurement across advertising platforms. By having Apple Ads in the same attribution environment as other networks, marketers can gain more comprehensive insights into campaign performance and make more informed optimization decisions.":1,"#The rebrand coincides with important technical developments. Just days before revealing the name change, Apple announced that its advertising platform would register with SKAdNetwork, enabling advertisers to evaluate Apple Ads campaigns alongside other networks within a unified, privacy-forward attribution framework.":1,"#Integration With Attribution Frameworks":1,"#The change also aligns with Apple’s broader product naming conventions and potentially points to future developments. Industry analysts speculate that Apple may be considering ad placements beyond the App Store, for example extending to services such as Apple Maps—representing a significant uptick in advertising ambition.":1,"#While still modest compared to advertising giants such as Google and Meta, Apple’s advertising business has shown impressive momentum. Since its launch, the platform has expanded to over 90 countries and regions worldwide, establishing global reach that continues to expand.":1,"#The rebranding arrives during a transformative period in digital advertising. According to Digiday, Apple’s US ad business generated approximately $6.47 billion in 2024, representing 2.1% of total digital ad spending—with projections suggesting growth to $7.42 billion in 2025.":1,"#Broader Implications":1,"#For a deeper dive into the four placement types, please explore our comprehensive Apple Ads placements guide.":1,"#2. Search tab
Appears at the top of the Suggested section, capturing attention before users begin searching":1,"#Case Studies IDT Corporation":1,"#请填写下面的表格， 搜索广告专家团队的成员将很快与您联系。":1,"#联系我们":1,"#Use profiles to select personalised advertising (114 partners)":1,"#Measure advertising performance (117 partners)":1,"#Develop and improve services (74 partners)":1,"#For comprehensive Apple Ads strategies, explore our companion guides: Apple Ads 101: Understanding the Four Ad Placements and Maximizing Incrementality on Apple Ads.":1,"#Product pages, the newest placement type from Apple Ads, gives marketers a unique touchpoint to reach high-intent users.":1,"#For a detailed guide to lead you through the brand defense maze, check out our Brand Protection Strategy Playbook for Apple Ads.":1,"#Search Results ads—where marketers tend to invest the lion’s share of their resources—show variable incrementality depending on keyword types, competitor activity, and strategic management.":1,"#Successful Apple Ads incrementality measurement demands proper analytical infrastructure tailored to Apple’s unique attribution landscape. With Apple Ads now supporting SKAdNetwork as well as AdServices API, your measurement approach must account for both attribution frameworks while avoiding double-counting or attribution gaps.":1,"#Getting Started With Measurement":1,"#Rather than eliminating brand spend entirely, savvy marketers optimize allocation strategies. Most apps benefit from maintaining modest brand campaign investment—typically 20% to 30% of total Apple Ads budget—while concentrating growth investments on category, competitor, and discovery campaigns that demonstrate stronger incrementality signals. This approach recognizes brand campaigns as necessary insurance rather than primary growth drivers, although there are pivotal strategic times when marketers do want to lean into them.":1,"#Apple Ads Brand Campaigns—An Incremental Labyrinth":1,"#For more information about the various placement types, see our Apple Ads 101 blog post Understanding the Four Ad Placements.":1,"#Search tab and product pages ads can be considered to occupy middle ground in the incrementality spectrum.":1,"#Today tab ads potentially demonstrate higher incrementality potential since users encounter them before expressing specific search intent.":1,"#Apple Ads’ evolution beyond search results into Today tab, Search tab, and product pages has incrementality implications across different user contexts:":1,"#Expanding Your Marketing Mix":1,"#Placement-Specific Dynamics":1,"#Want to see these incrementality concepts in action? Watch our on-demand webinar where measurement experts dive deeply into real client case studies, live data analysis, and advanced techniques for optimizing Apple Ads incrementality. Get the tactical details and see the aforementioned methodologies applied to actual campaigns with real results.":1,"#VIF reveals the degree to which channel factors are entangled, possibly signaling incrementality concerns":1,"#Path 3: Marketing Mix Modeling (MMM)":1,"#Path 2: Correlation Analysis":1,"#NOTE: This type of testing must occur during stable seasonal periods, avoiding holidays, promotional activities, or other external factors that might confound your results.":1,"#Path 1: Blackout Testing":1,"#You can determine incrementality using three distinct methodologies, each offering unique insights while demanding different levels of analytical prowess and business risk tolerance.":1,"#Three Pathways to Incrementality Truth":1,"#Campaigns around category and conquest occupy the middle ground—their incrementality largely determined by competitive dynamics and the strength of user intent signals.":1,"#The language used to discuss this matters more than you might realize. Our industry’s casual use of organic installs is somewhat fallacious—as though these conversions sprout up spontaneously without any external influence. The more precise term unattributed acknowledges that every install happens for a reason, whether it’s a video you stumble upon, word-of-mouth recommendations, previous brand exposure, competitor advertising spillover, or marketing activities your measurement system cannot identify. This simple semantic shift informs how we effectively approach incrementality analysis.":1,"#At its core, incrementality represents the sine qua non of advertising measurement: distinguishing between correlation and causation in campaign results. While attribution systems excel at telling you what happened just before a conversion, incrementality measurement reveals the direct results of your advertising investment. In other words, If you hadn’t served an ad, would the user still have taken the action anyway? ":1,"#Understanding Incrementality: The Foundation of True Performance":1,"#A guide to measuring true campaign impact":1,"#Yes, incrementality typically decreases as your app matures. New apps often see high incrementality across all campaigns due to limited brand awareness and organic visibility. As you build awareness and improve organic rankings, more users discover your app through non-paid channels, reducing overall incrementality. Stronger incrementality can be found in discovery campaigns that capture genuinely new audiences. Additionally, upper- and middle-of-funnel media can drive lower-funnel search. For example, if you’re advertising heavily on CTV, your brand spend on Apple Ads during that time frame may be less incremental.":1,"#Does Apple Ads incrementality change over time?":1,"#Brand campaigns frequently capture users who already have a strong intent to find your app, meaning they may have been inclined to install it even without the ad. Discovery campaigns, conversely, introduce your app to users who haven’t yet formed preferences, making them more likely to drive truly new and incremental installs.":1,"#Why are brand campaigns often less incremental than discovery campaigns on Apple Ads?":1,"#You can do this through blackout testing (pausing campaigns to observe the impact), correlation analysis (examining statistical relationships between attributed and unattributed installs), and MMM (deploying advanced, holistic measurement to understand interdependencies among all marketing channels).":1,"#How can I measure incrementality for my Apple Ads campaigns?":1,"#Incrementality measures what happens as a direct result of your advertising investment on Apple Ads. It helps distinguish genuine new user acquisition and growth from attributed installs that would have occurred anyway.":1,"#Interested in checking out Automation Studio features in Search Ads Maven? Request a demo with the team now!":1,"#What is incrementality in the context of Apple Ads?":1,"#Apple Ads Incrementality FAQ":1,"#Advanced Apple Ads campaign management platforms such as Search Ads Maven by Kochava automate the optimization process by continuously monitoring individual campaign performance across multitudes of keywords and adjusting bids accordingly. When specific campaigns or ad groups show declining incremental efficiency, these systems can proportionally reduce bids and shift budget toward higher-performing keywords within your Apple Ads account, maintaining optimal performance without requiring constant manual intervention.":1,"#Contact Our Team
Talk with our Apple Ads incrementality experts. Contact the Search Ads Maven Team today!":1,"#Watch the Webinar
Watch the complete webinar for insights on optimizing Apple Ads incrementality for real results.":1,"#Download the Guide
Check out our Brand Protection Strategy Playbook for Apple Ads for in-depth guidance on incrementality-preserving brand defense.":1,"#Take Your Next Step Toward Stronger Incrementality":1,"#Budget reallocation strategies within Apple Ads begin with reducing investment in campaigns showing questionable incrementality—typically brand campaigns—while maintaining minimum viable brand protection levels. The liberated budget can flow toward campaign types demonstrating stronger incrementality signals. Discovery campaigns that capture users earlier in their consideration process often outperform heavily funded brand campaigns on true incremental metrics.":1,"#The incrementality question—How incremental is Apple Ads?—lacks a universal answer because it depends on multiple evolving factors: your app’s maturity, brand awareness level and loyalty, organic ranking strength, and competitive landscape. All of this calls for individual investigation.":1,"#So, How Incremental Is Apple Ads?":1,"#The combination of robust automation capabilities in Search Ads Maven and agile incremental measurement offered by AIM by Kochava creates a comprehensive solution: AIM continuously monitors dependency relationships across all marketing channels, while Search Ads Maven automatically adjusts Apple Ads campaign bids and budget allocations based on these incrementality signals. This integration optimizes spending balance without requiring constant manual intervention, ensuring that your Apple Ads campaigns consistently target the most incremental opportunities.":1,"#Strategic Responses to Discoveries":1,"#Create profiles to personalise content (52 partners)":1,"#Use limited data to select advertising (110 partners)":1,"#Create profiles for personalised advertising (112 partners)":1,"#Product pages placements give you a different approach to Apple Ads, operating through category-based selection rather than keyword-based competition. The ad appears atop the You Might Also Like section on app product pages within the categories you target, positioning your app as a recommended alternative for users already engaged with competitors or complementary apps.":1,"#Product Pages Placement Advantage":1,"#This is the strategic power of the product pages placement—Apple Ads’ underutilized conquest opportunity, which transforms competitor research into conversion opportunities. While many marketers engage solely in search results keyword auctions, in-the-know advertisers can leverage product page ads to meet high-intent users at the moment they’re comparing alternatives.":1,"#How do I measure product pages campaign success differently?":1,"#Industry experience suggests allocating 20–30% of your Apple Ads budget to this placement for apps with strong competitive positioning opportunities. Start with moderate bids to establish baseline performance, then optimize based on category performance and user quality metrics.":1,"#How much budget should I allocate to product pages campaigns?":1,"#Custom product pages aren’t mandatory, as your ads can use standard App Store listing assets (name, icon, subtitle). However, they can be valuable for tailoring messaging to specific audience segments and improving conversion rates when users actively compare alternatives within your targeted categories.":1,"#Alex has built FitFusion, a cutting-edge workout app combining AI-powered performance coaching with gamified fitness challenges. But out of the gate, she’s burning through budget competing on Apple Ads for popular keywords like fitness app and workout tracker. Her growth strategist makes a provocative suggestion: “How about intercepting your competitors’ traffic?”":1,"#Do I need custom product pages for product pages campaigns?":1,"#No. You target categories where your competitors and ideal users congregate, not individual apps. Apple’s algorithm determines which competitor apps within your chosen categories display your ads based on relevance, user behavior, and bid competitiveness. Focus on strategic category selection.":1,"#Can I target specific competitor apps with my product page ads?":1,"#Product Pages Placement FAQ":1,"#Ready to transform your competitive dynamics into growth acceleration? Contact us for an expert consultation on how Search Ads Maven can help you master product pages placements and maximize your Apple Ads investment across all placement types.":1,"#Alex’s success with FitFusion illustrates the promise of strategic management of the product pages placement. By shifting from keyword competition to intelligent competitor traffic capture, she optimizes her acquisition budget while improving user quality—enabling sustainable growth and strategic positioning.":1,"#Maximizing Your Competitive Advantage":1,"#Search Ads Maven automation enables you to maximize your Apple Ads strategy rather than limiting your investment. When the platform handles your keyword campaign complexity, you gain bandwidth to test other advanced tactics often crowded out by manual keyword management. You can maintain strong search performance while strategically expanding into alternative placements many competitors overlook.":1,"#Search Ads Maven by Kochava automates the keyword bidding complexity that consumes most marketers’ time and attention. The platform handles automated bid adjustments, keyword discovery, and search campaign optimization, freeing you to explore brand protection and strategic conquest opportunities across other Apple Ads placements.":1,"#TL;DR Summary":1,"#Most marketers on Apple Ads get caught up in the complexity of keyword management—constantly adjusting bids, adding negative keywords, and optimizing search campaigns. The time-intensive focus on search results can prevent you from exploring Apple’s expanded placements, including product pages.":1,"#Built-in competitive & keyword intelligence":1,"#Automated keyword discovery & validation":1,"#Fully automated campaign & bid management":1,"#Optimization on outcomes (e.g., event, IAP, ROAS)":1,"#Search Ads Maven offers":1,"#The Automation Advantage: Search Ads Maven by Kochava":1,"#Focus on quality metrics such as Day 7 and Day 30 retention rates rather than just CPA, as this particular audience can demonstrate superior post-install engagement and lifetime value. This also suggests that higher acquisition costs may be justified through superior user commitment levels.":1,"#Measuring product pages success requires understanding unique attribution challenges. Unlike search users who typically convert within 24 hours, product pages customers often return several days later through brand searches after doing competitive research. Extend attribution windows to 7–14 days to capture these delayed conversions.":1,"#Advanced Attribution and Measurement":1,"#How to master You Might Also Like for maximum conversions":1,"#Product pages placements deliver maximum strategic value when integrated with comprehensive Apple Ads strategies rather than operating as standalone initiatives. Search campaign complementarity often emerges as users who encounter apps through product pages placements later search for brands directly, creating attribution flows that benefit both placement types.":1,"#Industry experience suggests allocating up to 20–30% of Apple Ads budget to product pages placements for apps with strong competitive positioning opportunities. Because bids vary by category, try starting here, then adjust based on performance. Seasonal dynamics may dramatically affect bid requirements and conversion potential, requiring adaptive budget allocation strategies that concentrate aggressive spend during category-specific high-intent periods.":1,"#The placement requires an inherently different bidding approach than keyword-based campaigns, as you purchase access to specific audiences rather than competing for search query visibility. Category-specific bid strategies recognize that different categories command varying bid requirements while delivering different conversion qualities.":1,"#Your creative strategy should acknowledge that users who’ve made their way to product pages are already deep in research mode and need compelling reasons to choose your specific solution rather than generic category education. Instead of rehashing the broad category benefits all competitors claim, focus on your app’s unique capabilities.":1,"#Creative Differentiation and Budget Strategy":1,"#Strategic Category Selection":1,"#Unlike keyword campaigns where you can add negative keywords, product pages campaigns require different quality control approaches. You can pause underperforming categories and try new ones, as well as adjust bids to effectively eliminate underperforming placements. This requires attentive analysis to identify which combinations deliver acceptable return on investment.":1,"#Budget pacing becomes crucial, as popular categories might consume daily spend allocation rapidly during peak usage periods. Marketers may want to consider adjusting bids to maintain consistent visibility throughout the day.":1,"#Since you can’t control the specific app product pages where your ads appear, focus on optimizing for the categories where your ideal users congregate.":1,"#10 min read":1,"#Testing custom product pages for high-performing creative-category combinations":1,"#Adjusting bids based on category performance":1,"#Expanding successful categories to additional ad groups":1,"#Campaign optimization centers on category performance analysis and bid adjustments. Primary activities include:":1,"#Product pages campaign management focuses on category performance patterns rather than keyword optimization. The Apple Ads dashboard provides performance data organized by target categories, revealing which ones deliver the highest conversion rates and user quality.":1,"#Managing Product Pages Campaigns":1,"#Campaign approval processes follow standard Apple Ads guidelines, with review focusing on app metadata compliance and adherence to advertising policies. The approval typically completes within 24 hours.":1,"#Campaign Approval":1,"#Budget and bidding strategies operate differently than for keyword-based ad placements since you’re purchasing category access rather than competing for search queries. If you’re trying out this placement for the first time, consider starting with moderate bids to establish baseline performance data, then optimize based on actual conversion patterns and user quality metrics.":1,"#Budget & Bidding":1,"#Asset requirements are straightforward, as product pages ads use standard App Store listing elements (app name, icon, subtitle). Unlike with Today tab placements, custom product pages aren’t mandatory for this placement type, but can be beneficial for tailored messaging.":1,"#Assets":1,"#The targeting mechanism centers around category selection. Rather than bidding on specific keywords, you select categories where your ideal users browse. Apple’s algorithm determines which app within these categories displays your ad on its product page, based on relevance and user behavior patterns as well as placement bid competitiveness.":1,"#Creating product pages campaigns requires a category-focused approach rather than keyword-based targeting. The setup process begins in Apple Ads Advanced, where you create a new campaign, then select App product pages as your ad placement type.":1,"#Setting Up Your Product Pages Campaign":1,"#Note: Apple Ads is available in 91 countries. Check your region for product pages placement availability.":1,"#For apps with bountiful feature sets or unique value propositions, product pages placements offer unique advantages. Users researching category-specific solutions are prepared to evaluate advanced capabilities distinguishing superior alternatives from basic options, making this placement ideal for apps that would benefit from educated comparison rather than impulse discovery.":1,"#This reinforces high-intent context through editorial presentation. With ads appearing as part of the You Might Also Like recommendations, the placement tends to be perceived as curation rather than advertising. This lends credibility while capitalizing on browsing momentum users have established through competitive research.":1,"#According to Apple, the App Store serves over 800 million weekly visitors. Unlike the broad reach of the Today tab ads greeting visitors or search ads attracting users just starting to explore, product pages ads target a more specific audience deep in the consideration funnel. You’re strategically positioning your app within relevant categories rather than competing for generic keyword visibility.":1,"#October 7, 2025":1,"#Apple Ads 101: Rocking Product Pages Placements":1,"#August 20, 2025":1,"#链接素":1,"#With your permission we and our partners may use precise geolocation data and identification through device scanning. You may click to consent to our and our 213 partners’ processing as described above. Alternatively you may access more detailed information and change your preferences before consenting or to refuse consenting.":1,"#Extend attribution windows to 7–14 days, as users often convert later through brand searches after completing competitive research. Focus on conversion quality metrics like Day 7 and Day 30 retention rates rather than just CPA, as product pages users may demonstrate superior post-install engagement and lifetime value.":1,"#Start with your own category where your app users explicitly research your type of solution, but don’t stop there. The real opportunity lies in adjacent categories where your ideal customers also browse.":1,"#We and our partners store or access information on devices, such as cookies and process personal data, such as unique identifiers and standard information sent by a device for the purposes described below. You may click to consent to our and our partners’ processing for such purposes. Alternatively, you may click to refuse to consent, or access more detailed information and change your preferences before consenting. Your preferences will apply to this website only. Please note that some processing of your personal data may not require your consent, but you have a right to object to such processing. You can change your preferences or withdraw your consent at any time by returning to this site and clicking the \"Privacy\" button at the bottom of the webpage.":1,"#Boss Revolution":1,"#Search Ads Maven acts as a central data and intelligence hub to scale and optimize your Apple Search Ads campaigns in ways not possible through other tools or":1,"#for First Paid Transfer":1,"#Average CPG Decrease":1,"#While Maintaining Growth":1,"#Spend Reduction":1,"#for New User Acquisitions":1,"#Average CPA Decrease":1,"#Apple Search Ads has become such a more efficient growth channel for us. Automation is saving our team time and producing savings that we get to reinvest for greater growth.":1,"#The automation strategy was implemented on a pilot campaign. Before-and-after analysis showed a 60% drop in CPA and 65% decrease in CPG for first-time transfers. The most impressive outcome: overall spend savings of 59% while maintaining the same install volume as the pre-automation period. The team is excited to broaden its use of the automation strategy to drive greater efficiency on Apple Search Ads.":1,"#Vertical: Finance, Social Networking":1,"#With Apple Search Ads, you can optimize for app installs at your ideal CPA. If you want optimization on post-install events of greater impact to your business, an Apple Search Ads campaign management platform such as Search Ads Maven enables app event optimization through MMP integration and automation rules that manage your bids in alignment with a target CPG for those events.":1,"#Because IDT leverages Kochava as their mobile measurement partner (MMP) of choice, they were able to seamlessly integrate with Search Ads Maven to syndicate first-time transfer events directly into the platform. Using the event data, the Search Ads Maven team helped build a custom goal to drive optimization on in-app events— enabling IDT to see past the install to truly business-impacting events.":1,"#IDT onboarded the Apple Search Ads campaign management platform, Search Ads Maven. They laid out their goals for the Search Ads Maven team, identifying the target CPA and CPG rates that would keep return on ad spend (ROAS) positive. After this consultation, the Search Ads Maven team formulated an automation strategy aimed at accomplishing IDT’s competitive conquesting goals while establishing guardrails to ensure that resulting growth would be profitable.":1,"#For its Boss Revolution app, IDT faced no shortage of competition in the App Store. The explosion of fintech apps compelled the IDT mobile growth team to allocate a share of their Apple Search Ads spend to bidding on competitor keywords. Winning impressions on search results for brands offering similar services demonstrated potential for driving incremental growth. However, both cost per acquisition (CPA) and cost per goal (CPG) for first-time transfers after install were quickly inflating. IDT needed to improve the efficiency of their competitive conquesting efforts.":1,"#Across four decades, IDT Corporation has pioneered technologies and services that enable people around the world to communicate and share more easily and affordably. With its flagship Boss Revolution app, IDT connects 5M+ subscribers through dependable international calling and remittance services, bridging distances and uniting people worldwide.":1,"#Webinars: Discover New Tips & Best Practices from Apple Ads Experts
Explore Webinars":1,"#May 9, 2025":1,"#Apple Search Ads Rebrands to Apple Ads: What App Marketers Need to Know":1,"#免费尝试":1,"#词汇表":1,"#Search Ads Maven Works With Kochava and Any Other MMP":1,"#View all posts in News":1,"#商品ページへの広告":1,"#「おすすめ」":1,"#Cost-Per-Install":1,"#支持文档":1,"#常问问题":1,"#Challenge":1,"#Case Study":1,"#Takeaways":1,"#Solution":1,"#Impact":1,"#Use profiles to select personalised advertising":1,"#Understand audiences through statistics or combinations of data from different sources":1,"#Create profiles to personalise content":1,"#Use limited data to select advertising":1,"#Develop and improve services":1},"version":2504}]