5 Advanced Apple Search Ads Best Practices

Are you ready to take your Apple Search Ads knowledge to the next level? Then have a look at these 5 advanced Apple Search Ads best practices, forged through team Incipia’s experiences managing Apple Search Ads campaigns and gaining intimate knowledge of how the Search Ads platform operates.

#1 How to Mitigate Low TTR and CVR (and why)

The number one method by which to mitigate the chances of a low TTR and CVR is to ensure that you have a strong current star rating. Just as having a low star rating will reduce your organic conversion rate, having a low star rating will affect your Search Ads campaigns, which occupy the same location in App Store search. In fact, having no star rating is actually worse than having a low star rating, because low star ratings actively drive users away (3 stars is the neutral rating rule of thumb, under which marks the line of a bad star rating).

Also, when releasing a new app version, your current star rating will reset, meaning that your conversion rate will dip until you regain it (by our experience the decline can be as much as 30%!). When your star rating resets, your conversion rate across all marketing channels can be impacted, however Search Ads are especially affected due to users seeing your app’s star rating in direct relation to the star rating of the #1 organic ranking app, which adds a layer of competition not experienced via other marketing channels such as Facebook Ads or even Adwords app install ads.