Apple has announced that developers from India and 45 other countries can now start promoting their apps in the company’s App Store search pages to increase their reach to more users. The Search Ads of Apple’s App Store was introduced back in 2016 WWDC with the aim to help the app developers reach a larger user base and increase the visibility of their apps on the App Store. Till now, the App Store’s Search Ads was limited to only 13 markets but now it had been expanded to 46 markets/countries. The app ads show up in the first page of the results when the user searches for the relevant apps.
Apple announced about the change in the App Store’s Search Ads policy by putting a notification on its Developer website. Earlier, the Search Ads was limited to only select markets, but in the updated list of 46 markets, India, Jordan, Egypt, Finland, Hong Kong, Argentina, Austria and Malaysia are included. Along with addition of new markets, there are changes made to the campaign configuration. Now, the developers can assign a single campaign to run across multiple countries while earlier, the developers had to configure a campaign individually for every single country where they wanted the campaign to run.
Talking about the Apple Search Ads of the App Store, Apple provides two types of search ads – Search Ads Basic and Search Ads Advanced. The Search Ads Basic just asks for three main parameters from the developers – the ads budget, the ads promotion countries and the app that will be promoted. Once all the parameters are provided, Apple will automatically create the required ad and put it in front of the potential users. In this, the developers are only charged for the number of times their apps are installed by the users. Apple also gives the developer, the max cost-per-install when the developer is setting up the ads. The developers can also specify their own max cost-per-install.
On the other hand, the Search Ads Advanced are for the developers who want to control more aspects of their ads and app promotion. It provides the developers with many options so that they can promote their app according to their own ways. The developers can select their own keywords and choose the devices – iPhone or iPad – and even define their users. In the Advanced Search Ads there is no limit on the budget and the developers can pay more or less as per their limits.
Apple’s App Store is one of its major money-making platforms and with the addition of 46 more countries that are able to use the Search Ads feature, the revenue generation of the company will go up. Although the Search Ads feature doesn’t add much to the Apple’s revenue, but it is believed that by the year 2020, the Search Ads will become a $2 billion business.
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