As I mentioned earlier, from a performance perspective, the numbers are particularly satisfying. At Merkle's | Periscopix, we've seen incredibly low cost-per-install numbers, especially when compared to similar campaigns on other platforms like Google, Twitter, and Facebook. For a client in the recruiting vertical (below), “CTR” (Apple's version of CTR) was consistently above 11% across all areas of the account, naturally much higher for brand domains, compared to less than 2 percent on Twitter and AdWords. Apple Search Ads
Twitter AdWords (UAC) CTR / TTR 11.3% 0.4% 1.3% Installation rate 67% 2.7% 6.5% CPI £0.9 £5.5 £3.4 One of the things we've noticed is that there's fierce competition for the only ad space available at the top of the results page: Daily auction adjustments and jewelry retouching service monitoring are necessary to ensure you don't miss installs, so remember to keep a close eye on performance metrics. Given the low CPIs we've seen to date, especially compared to more established platforms, I expect them to increase over time as more advertisers start to use the platform. The integration According to Business Insider,
around 30% of apps are uninstalled as companies miss out on potential revenue and future engagement from large numbers of people. Another particularly important feature in the world of app promotion is the ability to integrate with other platforms to ensure that value is determined and measured after installation. Fortunately, third-party trackers can connect to the Search Ads API to help with optimization and reporting and provide more visibility into post-download value and actions, driving retention and a increased user engagement.