But not everyone’s going to be happy, I imagine… If you are a search marketer, the skills you’ve used in other paid search environments should translate well.Īpple’s move into app store ads is representative of the growing number of search-based paid media marketplaces (like Pinterest Ads for example).īrands will look more to search marketing experts, as your bidding and keyword expertise is much more relevant than the skills of your display counterpart. Big brands – and brands with media budgets in general – will get the quick wins because they have the budget to cover more search keywords.īrands like these should be able to quickly figure out what keywords are going to bring returns, and then can push out smaller competition with market saturation. Who do you see will benefit the most iOS App Store Ads?Īpps that seek new customers via iOS traffic will benefit most. This could mean big things for the startup world. The no-strings-attached nature of iOS App Store Ads gives advertisers new levels of freedom in their app promotion strategy. Google does not provide a way to separate out inventory or provide analytics to show how much of your paid search traffic came from either source. With Google, advertisers must bid on Google Search inventory to be able to bid on Google Play inventory.

I imagine the look and feel of iOS App Store Ads will be similar to Google Play, but the big advantage for advertisers will be direct access to App Store inventory, no strings attached. How will Apple’s platform differ from advertising in Google Play? This is going to be a game-changer for apps that bring in revenue with iOS devices. This new inventory of ads will be extremely low funnel for advertisers and highly relevant to consumers. Users search for ads, and advertisers pay to show up at the top of specific keyword searches.

These will function much like Google’s promotional ads in Google Play: advertisers can pay for their apps to rank at the top of search results. How will Apple’s iOS App Store Ads work? How will they fit into the bigger picture of app marketing?

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