Apple Search Ads report_june 2017

Apple Search Ads – US App store
AppBi Report June 2017

May 2017 AppBi Report -Apple Search Ads
Market Overview of Search Ads
Campaigned Keywords in America
Campaigned Apps in America
Display Form and Traffic Distribution
of Search Ads
CONTENTS
Real cases

Market Overview of Search Ads
PART
ONE

1. Development of Search Ads
04/2016
A secret team built in Apple to explore the
reform plans of App Store. The plans
included that Apple will charge the app
developers, which meant adding bidding rank
to App Store. The iAd team also
participated in the project.
09/29/2016
Apple officially launched the App Store
Search Ads in America.
04/25/2017
Apple Search Ads services are available in
the UK, Australia and the New Zealand.
05/03/2017
The iTunes added two new items including
Sources and Metrics.
06/05/2017
The Apple Worldwide Developers Conference
(WWDC) 2017 takes place June 5-9 in San
Jose, California.
06/29/2017
The iOS11 beta was published.

2.Current Situation of Search Ads
A
d
1803412
Monitoring Apps
1617239
Monitoring Keywords
6493
Campaigned Apps
150223
Campaigned Keywords
AppBi had monitored 1,803,412 apps and 1,617,239 keywords in America, and among them,
there were 1,076,546 English keywords. According to the statistics of AppBi, in June of 2017,
there were 6,493 apps in America that participated in the campaigns of Search Ads,
accounting for 3.6‰ of the iOS apps of America. The campaigned keywords were 150,223,
making 13.95% of AppBi English lexicon in America.

PART
TWO
Campaigned Apps in America

1.Categories of Campaigned Apps
23%
10%
6% 5% 5%
5% 4%
5%
5%
4% 4%
3%
3%
3%
In the view of the categories of campaigned apps, in June 2017, Games, Education and Travel were the
top 3, respectively accounted for 23%, 10% and 6% of all campaigned apps. Utilities fell to the fourth.

2.Campaigned Ads of Different Categories
0.20%
0.13%
0.22%
0.50%
0.33%
0.36%
0.15%
0.43%
0.48%
0.17%
0.41%
0.44%
0.32%
0.75%
0.17%
0.68%
0.57%
0.36%
0.48%
0.35%
0.41%
0.46%
0.50%
0.39%
1.01%
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
May June

3. Top 10 Apps with Most Keywords

Campaigned Keywords in America
PART
THREE

1. Proportion of Campaigned Keywords
Non-Campaigned
Keywords
Campaigned
Keywords
15% 85%
AppBi monitored 1,004,639 valid keywords and 854,416 keywords were campaigned successfully,
accounting for 85% of all valid keywords. Each app averagely campaigned 131 keywords successfully.

2.Campaigned Keywords of Different Popularity
The popularity of keywords in App Store would directly influence the impressions of Ads.
Therefore, the Ads with higher popularity of keywords covered more.
25206
13012
5293
1685
519
91
21
3
4025
1541
386
90
23
5
75% 80% 85% 90% 95% 100%
21-30
31-40
41-50
51-60
61-70
71-80
81-90
91-100
Campaigned Keywords Non-campaigned Keywords
Popularity

3.Ads Saturation of Keywords
Compared with last month, in June, the ads keywords that campaigned successfully increased
greatly. Over half of them had over 20 apps won the campaigns. The keywords were more
competitive.
11897
6238
11430
12582
3435
235 9 2 1
9531
5078
8346
10928
11250
5658
1630
343 47
0
2000
4000
6000
8000
10000
12000
14000
5个以下 6-10个 11-20个 21-30个 31-40个 41-50个 51-60个 61-70个 71-80个
May June

4.Number of Campaigned Keywords
·WHY
Most Apps are short of keywords or
it is hard for advertisers to find
available keywords for Search Ads.
3288
788 797
475
272
182
691
0
500
1000
1500
2000
2500
3000
3500
<50 50-100 100-200 200-300 300-400 400-500 >500
<50 50-100 100-200 200-300 300-400 400-500 >500
Number of Campaigned
Keywords
For most apps, successfully
campaigned keywords were
less than 50, accounting for
50% of all campaigned ones.
There are 691 apps that
campaigned successfully with
over 500 keywords.

5.Top 10 Popular Keywords and Number of Campaigned Apps

6.Top 10 Competitive Keywords and Number of Campaigned Apps

Display Form and Traffic
Distribution of Search Ads
PART
FOUR

1. Distribution of Display Form
48%
52%Icon + Screenshots
When releasing an App, if a
video has been uploaded, it
will firstly show the video.
And it will show only 1
horizontal screenshot and 3
vertical ones. But the size is
smaller than the non-
campaigned ones. The whole
size will not be bigger than
1/2 of screen.
Icon + Text Description
The text description only
shows the first two lines
written when releasing. It is
mainly to release the space of
screen and have less influence
to normal search ads.
Form of Video Form of Horizontal Screenshot Form of Vertical Screenshots
Form of Text Description
As AppBi monitored, among the campaigns, in June, 52% of them shows as Icon + Text Description. And
48% shows as Icon + Screenshot/Video. Compared with May, the form of Icon + Screenshots had
increased 3%.

35%
20%
7%
20%
Occupying most traffic
No.1
7%
7%
6%
Others
2. Bidding Rank and Traffic Distribution
Traffic Distribution of Search Ads
On the basis of the statistics of
AppBi, the rank of bidding
coefficient has a direct effect on
the traffic distribution.
The no.1 and no.2 account for 55%.
Between no.3-no.6, each accounts
for 6-7%.
for 2-5%.
for about 1%.
Bidding Coefficient = Relevancy *
Bid
We need to improve the relevancy
and bids to rank high.

Real Cases
PART
FIVE

1.Games
CPT
Fidget Spinner
Category：Games
By Ketchapp
ASM Keyords
ASO KeywordsRatings
0
50
100
150
200
250
300
350
400
450
500
2017/5/16 2017/5/22 2017/5/28 2017/6/3 2017/6/9 2017/6/15 2017/6/21 2017/6/27
All (Free) Games (Free)
As the Priority of “Fidget Spinner” had declined, the rank of the game in iPhone All (Free) gradually dropped.
And on account of the campaigned Search ads, its rank of the category of Game dropped more slowly.

Number of Ads
Popularity
0
5
10
15
20
25
30
0 10 20 30 40 50 60 70 80 90
Distribution of Keywords
Fidget Spinner had many
campaigned keywords and high
exposure. Among them, the
keywords of middle and low
popularity covered more. It was
not very competitive as a whole.
Analysis
The keywords in the shadow area were
called Platinum Keywords. They had high
popularity, high exposure and low
competition. These keywords could lower
costs, raise conversions and exposure.

2.Travel
ASM Keyords
ASO KeywordsRatings
Uber
Category：Travel
By Uber Technologies, Inc.
0
5
10
15
20
25
All (Free) Travel (Free)
The campaigned ads of Uber had great effects. From the chart, after campaigning, Uber had a
stable and rising trend in the iPhone All (Free).

0
5
10
15
20
25
30
35
0 10 20 30 40 50 60 70 80 90 100
Popularity
Number of Ads
Distribution of Keywords
The campaigned keywords of
Uber were around the shadow
area with low popularity. They
were neither popular nor
competitive.

THANK YOU
hello@appbi.com
@Appbi2016
@Appbi2016
www.appbi.com

Apple Search Ads report_june 2017

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