App Intelligence

App Intelligence is a comprehensive toolkit for evaluating and optimizing an app’s organic strategy

ASO: Apple Search Ads

What is Apple Search Ads?

Apple Search Ads allows you to bid on the top spot for any Keyword’s Search Results whenever a user searches for an app within the App Store. Search Ads is an efficient and easy way to help people discover your app on the App Store for iPhone and iPad. More than one app can bid on a specific Apple Search Ads at one time, so apps are really paying for a percentage of how often their app is shown.

In the example below, when Netflix is searched, Amazon Prime Video appears as the top “Sponsored” App.


Learn more about Apple Search Ads.




ASO: Search Ads

With Sensor Tower's Search Ads feature, you are able to view which keywords your selected app is currently bidding on for Apple Search Ads. You are able to understand Apple Search Ad strategies by app and analyze which keywords your competitors are bidding on compared to your own. This feature illustrates the share of impressions for a specific Search Ad keyword, as well as the keyword's other bidders.

You are able to identify Search Ads opportunities, competitive strategies, and optimize your own Search Ads campaign by analyzing this data. You are also able to view Search Ads data in Keyword Research to view the top apps bidding on a particular keyword.

The graph below shows the Search Ad History for a specific Keyword (In this case the keyword: "Snapchat") denoted by the blue keyword in the top right of the screen. To select any other Keyword's Search Ad's History, just click the specific keyword you are interested in, in the table below the graph. You can view all of the Keywords Sensor Tower captures for Search Ads by clicking "Display All Keywords" under the graph, which will expand the list to include like-keywords to the ones already showing.

Sensor Tower only captures data on Keywords with a traffic score over 3.0.




In the example below, we see that the Keyword “Candy Crush” had Candy Crush Friends Saga as the app that appeared the most (57.23%) of the time. This means that when a user searches Candy Crush, 57.23% of the time, Candy Crush Friends Saga will appear as the Search Ad.




The table at the bottom of the Search Ads feature shows the Share of Voice that the selected app has for each Search Ad Keyword for the selected Time Range. It also shows the Other Bidders who are also bidding on this specific Search Ads Keyword and their Share of Voice.




You may also see some of the other bidders have an empty icon with a percentage next to it. This is because Apple may not show a Search Ad every time a specific keyword is searched. Apple may not show an ad at all. This empty icon denotes how often no ad appears for an app. Specifically, in the example below, this means that for the 4th row, there is a 1.38% chance no ad will populate for the search ad for this term. This does not mean how much empty ad space Apple has, however.




When you click on any Other Bidder, it will also highlight the Bidder. Highlighted Bidders will be highlighted for every Keyword. This way you can view what other Keywords these Bidders are competing for and determine your main competition for these keywords. We will only show the top 5 Other Bidders, however, you can view all of the Apps that are bidding on a specific Keyword with the next Search Ads feature!




Search Ads by Term

The new Search Ads toggle within Keyword Research allows you to track what apps are bidding for a specific Search Ads Keyword and their Share of Voice for it.




Keyword Research’s Search Ads show the top bidders on any keyword that you want to search for.

The example below for Keyword: Toon Blast. The Share of Voice metric is an Average Share of Voice for the last seven days so that you can see who is consistently spending on this specific Search Ad Keyword.



Search Ads within Ad Intelligence

Within Ad Intelligence's Top Advertisers we’ve also added Search Ads as another Ad Network.




Search Ads within Ad Intelligence gives you insight into which apps are advertising the most with Apple Search Ads. Ad Intel Search Ads gives you the overall Share of Voice across all Keywords for each app to truly see who is advertising with Search Ads more than any other app.




Sensor Tower gathers Search Ads data for thousands of Keywords with a traffic score of at least 3.0. Any Keyword with less than a traffic score of 3.0 will not have Search Ads data. Our Search Ads data pulls Search Ad Keyword results from multiple different demographic cohorts that equate similarly to Apple’s user base. This ensures our Search Ads data is matched closely with what the average user of the Apple App Store will view when searching.


Search Ads Country Availability

Sensor Tower currently supports 13 countries that Apple Search Ads are first available in:

  • Australia
  • Canada
  • France
  • Germany
  • Italy
  • Japan
  • Mexico
  • New Zealand
  • South Korea
  • Spain
  • Switzerland
  • UK
  • United States

Apple Search Ads extended support to new countries after March 2019. Sensor Tower also supports the following 34 countries:

  • Argentina
  • Belgium
  • Czech Republic
  • Chile
  • Columbia
  • Denmark
  • Egypt
  • Finland
  • Greece
  • Hong Kong
  • Hungary
  • India
  • Indonesia
  • Israel
  • Ireland
  • Kuwait
  • Malaysia
  • Netherlands
  • Norway
  • Oman
  • Philippines
  • Poland
  • Portugal
  • Qatar
  • Russia
  • Saudi Arabia
  • Singapore
  • South Africa
  • Sweden
  • Taiwan
  • Thailand
  • Ukraine
  • United Arab Emirates
  • Vietnam

Lastly, for the following countries the data starts in Sep. 2021:

  • Austria
  • China

The data for the initial 13 countries started in Oct. 2018, the data collected for the extended 34 countries started after April of 2019, and the data collected for the last 2 countries started in Sep. 2021.

Search Ads are also available within Custom Dashboards for Top Advertisers within Ad Intelligence. Pull in Search Ads graphs from any Top Advertisers to view Search Ads data with any other graph or table from our platform.



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