Apple's New Paid Search: How App Store Optimization Comes Into Play
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Many developers were concerned that Apple’s Search Ads program was just another way to award popularity to the highest bidders in the App Store. However, while the ads technically operate on an auction system, there is more at play in landing a popular search ad than just paying a high amount. Relevancy is also key, and that primarily comes from App Store Optimization, or ASO.
Apple’s Search Ads are different from other keyword-focused ad targeting platforms. Many platforms do simply award ad placement to the highest bidder. That can lead to messy situations where companies purchase advertisements for irrelevant keywords, creating headaches for users and often resulting in fewer impressions. This is the type of system many developers were afraid of when Apple announced that is Search Ads would use a similar auction format.
Instead, Apple has made bid price just one factor that counts towards landing a Search Ad. Relevancy is the other.
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