In the last WWDC, Apple announced that they will be launching Search Ads into the App Store in one of the biggest changes since the App Store was first launched. Later in Jun/16 they also revealed additional details about how the new feature will work. The release date was recently announced as October 5th – today. If you haven’t done anything about it yet, now will be a great time to start moving so you don’t get surprised and might actually benefit from the chaos that will break lose following the launch.
Bidding on brand searches for your own apps
One of the standard practices from search ads in Google will also work well here. Buying the name of your own app as well as small variations and mistakes allows you to to defend against Conquesting.
Conquesting – getting the top search result when the user was clearly searching for a different app than yours
I can imagine that its frustrating to pay for something you used to get for free. However, not doing this will be much more painful as your competitor will conquest your brand searches. In addition, Apple explained that they will optimize the algorithms based on user interaction and relevancy so even if you place a low bid you are likely to win as your app is the most relevant one.
Conquesting your competitor brand searches
The flip side of this is that a few of your competitors will be less prepared and you can catch them off guard to conquest their brand searches. This will give you highly targeted users and can work especially well in genres where apps offer similar services or gameplay. For example: casino games, card and board games, dating apps.
A mile wide and a cent deep
One of the interesting choices that Apple made is not to enforce any minimums on the bidding. That’s right – you can bid as low as $0.01 per click. This calls for a wide net strategy. If you set up enough keywords at $0.01 there will be a period of time where demand is still picking up and it will allow you to get some really cheap installs.