To increase app downloads using Apple Search Ads, consider the following best practices:

• Utilize multiple ad placements: Running ads across different placements on the App Store can help increase searches for your brand and downloads of your app.
• Combine Search tab and search results campaigns: This strategy can reach additional users and potentially lower overall acquisition costs.
• Promote on the Today tab: Today tab ads are highly visible and can reach users who might not have discovered your app otherwise.
• Advertise on product pages: These ads can help you reach customers actively researching apps, extending your campaign performance.

By implementing these strategies, you can tap into the power of exposure and potentially see a better overall performance value.

Running Apple Search Ads in multiple placements simultaneously offers several benefits:

• Increased Reach: Advertisers can reach more people, as shown by an analysis of U.S. app users.
• Enhanced Brand Searches: There's an increase in searches for the brand when ads are run in multiple placements.
• Cost-Effective Exposure: Since payment is only required when people tap the ad, it can drive more exposure at little to no additional cost.
• Improved Campaign Performance: A collective campaign performance benefit is observed, with 62% of surveyed users more likely to check out apps highlighted across the App Store.

To optimize Apple Search Ads search results campaigns, follow these tips:

• Choose effective keywords: Organize them into four campaign types: Brand, category, competitor, and discovery.
• Set up ad variations: This makes your ads more relevant to customers.
• Select Reach All Eligible Users: This default option automatically optimizes your ad to reach the most people.
• Use Recommendations: Take advantage of suggestions for keywords, keyword bids, and daily budget.

By fine-tuning your search results campaigns, you can strengthen your campaigns and help your app get discovered, taking advantage of the fact that nearly 65 percent of downloads occur directly after a search.

When reviewing Apple Search Ads campaign reporting, consider the following:

• Big Picture Performance: Understand that an install may result from multiple ad exposures, not just the last one seen.
• Influence of Ad Placements: Recognize that what a customer sees on one day in one placement may affect their actions in the days ahead.
• Budget Allocation and Bidding: It takes time to see the real effects of each ad placement on overall results, so allow campaigns to run for a while before making changes.
• Funnel Movement: Ads on the Today tab, Search tab, and product page not only drive performance but also increase awareness and consideration for the brand or seasonal moments.