Definition
Search Ads
Search ads are paid advertisements that appear at the top of app store search results. They let you bid on specific keywords to gain immediate visibility above organic results.
Search ads provide instant visibility for targeted keywords. Both Apple (Search Ads) and Google (Play search campaigns) offer keyword-based advertising within their stores.
Search ads and ASO are complementary strategies. Ads provide immediate traffic while ASO builds long-term organic presence. Running search ads can also inform your ASO strategy by revealing which keywords convert best.
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Related Terms
Apple Search Ads
Apple Search Ads is Apple's official advertising platform for promoting apps in App Store search results. It offers both Basic (automated) and Advanced (keyword-targeted) campaign options.
Keyword Optimization
Keyword optimization is the process of selecting and placing the most relevant, high-traffic keywords in your app metadata to improve search rankings and drive organic downloads.
User Acquisition
User acquisition (UA) encompasses all strategies and channels used to attract new users to your app, including organic (ASO) and paid (advertising) methods.
Further Reading
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