Apps are having their moment right now.
Consumers stuck at home during the pandemic have turned to apps for all sorts of things—entertainment, shopping, and even staying fit to name a few. Mobile app usage grew 40% year-over-year in the second quarter of 2020—even hitting an all-time high of over 200 billion hours worldwide in April.
Combine the increased app usage with the fact that ecommerce is also growing so quickly this year, and the opportunity for apps to contribute even more to a brand’s bottom line has jumped in priority.
Consider the following 2020 app statistics:
- In 2020, app revenue statistics are projecting revenue of $581.9 billion.
- The prediction for the overall mobile app market is for continuous growth, reaching the staggering $935 billion in revenue in 2023.
- Google Play generated $8.3 billion and the App Store generated $15 billion in sales in Q1 2020.
Creative Sets for Apple Search Ads
Take a look at that last stat: App Store revenue is almost double that of Android’s Google Play store. When put in context that global Android usage (74%) is more than triple that of iOS devices (24%), it shows that the average Apple user is a lot more valuable than the average Android user.
And one of the best ways to promote your iOS apps is with Apple Search Ads. 65% of downloads occur directly after a search on the App Store, and Apple Search Ads boasts a 50% average conversion rate.
One of the most impactful features of Apple Search Ads that app marketers should be using is Creative Sets. Creative Sets enables you to leverage additional App Store assets to create more ad variations. These will run in addition to the current image and text ads that Apple Search Ads automatically creates for your app.
For example, for a fitness app, if a person saw your ad by searching for “yoga app”, then you may want images/videos appear in your ad that show people doing yoga poses. But, if they searched for “weight loss app” then maybe you would want to show images/videos of users tracking their weight over time within your app’s interface. Relevance has always been one of the factors that can help make ads successful and digital marketing has been masterful at dynamically adjusting the ad on-the-fly to take advantage of the power of relevance.
Notice how the creative assets change in the ad based on the user’s query.
Kenshoo Apps offers efficient management of Creative Sets
For those of you that haven’t used Creative Sets, it should be noted that the visual components of your Apple Search Ads are sourced from the approved assets from the App Store product page for that app. This means that you have to really think through your product page strategy because of how it will impact the choices available to you for promoting your app with Apple Search Ads.
Kenshoo Apps is the all-in-one mobile advertising platform, designed for app marketers to reach their best customers, drive the install, and continue user app engagement across all of the publishers that matter which includes Apple Search Ads but also Google, Facebook, Instagram, and Snap.
As part of our support for Apple Search Ads, we offer an enhancement for making Creative Sets easier and quicker to manage. With Kenshoo Apps, you can add Creative Sets to as many ad groups as you desire in bulk. It’s easy to apply Creative Sets to dozens of ad groups—or even hundreds of ad groups—at one time, saving you time. You can also manage Creative Sets settings in bulk as well such as activating, pausing, or renaming sets.
For marketers, saving time on basic execution tasks means that they can reallocate that time to the more strategic and value-add activities like analyzing and optimizing them. Also, you or your team may have hunches about what could work better in terms of Creative Sets, but if it takes longer than anticipated to make changes, it might dissuade busy marketers from following those hunches. Reducing the friction of making these updates may open up optimization opportunities that may have been missed just because of the amount of work needed without Kenshoo.
Learn more about other Kenshoo Apps innovation
Kenshoo Apps maximizes the benefits of Apple Search Ads and other app promotion programs by helping marketers to:
- Retain current app users
- Drive engagement and ROI with existing app users
- Increase your App Store visibility to drive installs