Thursday, June 5

🌟 Today’s Highlights:

• Meta is expanding its AI ad control options

• LinkedIn introduced First Impression video Ads & more

• You can steal Nike’s marketing secret

• 📊 Stat of the Day: Google Search Console fails to report 50% of search queries. (Source: ZipTie)

• 💡 Today’s Insight: Everything you need to know about Apple Search Ads

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💡 Today’s Insight 💡

Everything you need to know about Apple Search Ads

🗞 TL;DR - While Apple may have the lead on hardware, you’re probably overlooking the power of its Apple Search Ads (ASA). If you work with apps or even have an app as a secondary conversion point, ASA is one of the most intent-driven ad platforms you can leverage. Search Engine Journal has the full guide on everything you need to know about this underutilized opportunity – and we’ve listed out the key takeaways below.

💡 Insight - What is Apple Search Ads? It’s Apple’s proprietary platform that lets advertisers promote apps directly insight Apple’s App Store. Similar to paid search platforms, advertisers bid on keywords and pay when users tap their ads. Instead of driving traffic to websites or landing pages, ASA drives users directly to your App Store product page allowing for easy downloads.

Why should you care? Despite the value of social and influencer-driven app marketing, the App Store remains the number 1 source of app discovery. Plus when on the App Store, users are actively searching for solutions, which means intent is extremely high.

Where do Apple Search Ads show up? Currently, ads appear in four key placements: Search Results (the very top of a keyword search), Search Tab (suggested apps before a user types in a search term), Today Tab (App Store’s homepage), and Product Pages (when users scroll through other app product pages).

What are your ad options on ASA? Apple has two solutions which seem like they serve similar purposes but have some key differences:

• Apple Search Ads Basic is designed for small app developers or businesses without dedicated ad teams. It’s entirely automated, you just set a monthly budget (up to $10k) and Apple handles targeting, bidding, and ad delivery. You get very limited reporting and zero visibility into which keywords or placements are driving installs.

• Apple Search Ads Advanced is a fully-featured platform that gives control over every element of your campaign including keywords, audience targeting, bidding, scheduling, and performance measurement. Honestly, Advanced is the only real option.

⚡️ Today’s Headlines ⚡️

⚙️ Meta is expanding its AI ad control options. The new options give Meta advertisers more ways to define specific ad goals to its automated systems, helping to drive variable response to your AI-powered promotions.

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🎬 LinkedIn is introducing video First Impression Ads and expanding CTV ads capabilities. The features, alongside a new integration that brings Adobe Express designs directly into Campaign Manager, aim to help make video ad creation easier, allowing brands to stand out more.

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✂️ Instagram added more updates to its Edits app. The three new features include more transition effects, more precise sensitivity on video cuts, and the ability to apply any volume changes to all clips at once.

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