The impact of ad variations in Apple Search Ads: First results!

The impact of ad variations in Apple Search Ads: First results!

The introduction of advert variations utilizing customized product pages was one of the crucial important developments for Apple Search Adverts entrepreneurs. By creating completely different combos of their App Retailer itemizing by using visible belongings and messaging, app entrepreneurs are actually in a position to create a extra related and constant UA funnel for his or her potential customers.


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In Apple Search Adverts, it’s potential to create advert variations by aligning completely different advert teams with the related product pages created in App Retailer Join.

In comparison with different UA channels, Apple Search Adverts already had considerably larger conversion charges, which is round 61% based on our newest benchmarks. Thus entrepreneurs are nonetheless questioning how and if advert variations will influence conversion charges and UA prices on the App Retailer.

As, we’re excited to share the primary outcomes our companions obtained after implementing advert variations of their Apple Search Adverts campaigns.


We ran statistical exams on campaigns the place advert variations have been applied. We noticed the marketing campaign stage metrics and their change after the implementation of advert variations.

We centered on 4 completely different metrics:

  • Conversion Charge: Calculated installs/faucets
  • Faucet-By means of Charge: Calculated as faucets/impressions
  • Value per Acquisition: Calculated as complete spend/complete installs
  • Set up/Impression: As advert variations have the potential to influence each TTR and CR, the installs/impressions metric was used as an indicator of the combination influence advert variations had on Apple Search Adverts campaigns.

Photograph and video apps lead the race

Apple Search Adverts is likely one of the hottest UA channels for non-gaming apps because it permits entrepreneurs to achieve high-quality audiences. For apps which have numerous functionalities that concentrate on completely different segments, advert variations have been anticipated to influence the non-brand key phrase efficiency considerably.

Photograph & Video apps are nice examples, possessing many various functionalities akin to selfie filters, picture modifying, video modifying, and so forth. By aligning their advert teams with these themes and extra, among the video apps related to skilled important enhancements of their UA metrics.

Because the adoption fee was larger in comparison with different classes, we might additionally pull some mixture information on Photograph & Video apps. Throughout X variety of apps and Y variety of campaigns, the set up/impression ratio elevated from roughly 5% to 16%.

One particular marketing campaign demonstrated excellent outcomes.

The typical TTR for this specific marketing campaign elevated from roughly 2% to almost 20%. Equally, the conversion fee reached an astounding common of 80% after advert variations have been applied.

General, the impression/set up fee elevated almost 10 occasions, exceeding 15% on common. As your conversion metrics enhance, it is possible for you to to extend the competitiveness of your bids, which can let you begin scaling your campaigns. On this case, there was a 25% lower within the CPA for this marketing campaign.

Finance Apps

Finance apps have additionally began experimenting with advert variations in Apple Search Adverts. Being one of the crucial aggressive classes, particularly Crypto and Cost apps are counting on Apple Search Adverts to amass new customers with larger LTVs.

The TTR for this Finance UA marketing campaign almost tripled, with an 18% enhance in conversion charges. The set up/impression ratio went as much as almost 20% on common in comparison with the 5% earlier than the implementation of advert variations. The CPA for this marketing campaign was lowered by roughly 27%.

Gaming Apps

We noticed a number of Gaming apps which considerably improved their marketing campaign metrics by using advert variations. Curiously, for Gaming apps, advert variations had a a lot larger influence on TTRs in comparison with Conversion Charges.

The TTR for this marketing campaign elevated roughly 62% after the implementation of advert variations. The ratio of installs/impressions additionally elevated by round 59%. Whereas the conversion fee was comparatively steady, the typical CPA decreased by 15%.


Based on our preliminary analysis, advert variations appear to be already serving to app entrepreneurs purchase customers extra effectively at decrease prices. As UA and Inventive groups get higher at using this characteristic, there isn’t a doubt that Apple Search Adverts will turn out to be an much more engaging UA channel for cell entrepreneurs.

By means of, you possibly can simply arrange and handle your advert variations to save lots of time. You may also arrange AI-based automation guidelines which can monitor and optimize your campaigns for each higher funnel metrics and in-app occasions, to maximise ROAS in Apple Search Adverts.