Apple Search Ads
Win the top App Store search slot and turn taps into installs
About this course
Roughly 70 percent of App Store downloads start with a search, and the very top of that results page is an Apple Search Ads slot. This course teaches the platform from scratch: the difference between Basic and Advanced campaign management, how the second-price auction blends your bid with relevance, how Broad, Exact, and Search Match work together, and how to send specific ad variations to Custom Product Pages instead of your default listing. You will learn to read Tap-Through Rate, Conversion Rate, Cost-per-Tap, and Cost-per-Acquisition, build a Brand / Generic / Competitor / Discovery campaign structure, and understand how attribution flows through the AdServices framework, the Apple Search Ads Attribution API, and SKAdNetwork. You leave able to launch, structure, bid, and optimize Search Results campaigns to a deliberate cost-per-install target.
Curriculum
Module 1: How Apple Search Ads Actually Works
- The Ad Placements You Are BuyingPreview
- Basic vs Advanced Campaign Management🔒
- The Auction: Bid Meets Relevance🔒
Module 2: Building Your First Advanced Campaign Structure
- The Brand / Generic / Competitor / Discovery Framework🔒
- Defending Your Brand Keywords🔒
- Choosing Keywords for Generic and Competitor Campaigns🔒
Module 3: Match Types, Custom Product Pages, and Bidding
- Broad, Exact, and Search Match🔒
- Negative Keywords and Custom Product Pages🔒
- Setting CPT and CPA Bids to a Target🔒
Module 4: Attribution, Reporting, and Optimization
- How Install Attribution Works🔒
- Reading the Reports That Matter🔒
- The Weekly Optimization Loop🔒