The answer lies in the type of users iOS attracts:
This is where Apple Search Ads (ASA) becomes essential, allowing brands to reach these users precisely when they're exploring new apps in the App Store. As noted by Juan Ignacio Juliá, Growth Director and ASA specialist at Rocket Lab, “ASA places us exactly at the moment when users are searching for apps related to our brand, maximizing the impact of our advertising investment.”
For brands operating in markets with high Android penetration, this approach becomes a strategic tool to attract iOS users, who are considerably more likely to make in-app purchases. Globally, the average revenue per user (ARPU) on iOS is 1.7 to 2 times higher than on Android, and iOS campaigns can deliver up to 50% more ROI, with increases of +50% in installs, +60% in tap-through rate (TTR), and +50% in conversions. While these are global figures and may vary by region, ASA remains a key channel for capturing high-value users, especially in LATAM, where Apple's privacy and security standards are also highly valued.
“ASA is one of the best tools to reach high-value users precisely when they’re searching for apps related to our brand. It enables apps to achieve diverse objectives, from awareness to conversion,” notes Juan Ignacio Juliá.
Each of these goals can be supported by different ad formats within the platform. For example, the Today Tab is ideal for capturing a broad audience and generating brand awareness, while Search Results Ads and Product Page Ads are well-suited for conversion and retention goals.
On the App Store’s main page, the Today Tab draws in a large audience right from the start, making it perfect for broad-reaching brand awareness campaigns.
For brands focused on generating consideration, ASA makes it easy to reach high-intent users through Search Results Ads, targeting specific keywords. This ensures that your app is visible precisely when users show interest in a related category, optimizing relevant keywords to achieve high conversion rates.
If your goal is conversion, Product Page Ads are a key choice. This format places your app in front of users already exploring similar apps, increasing the likelihood of a download. Additionally, it’s ideal for scaling existing campaigns in saturated markets, helping your app gain visibility and reach high-value users more likely to engage.
To evaluate the success of your campaigns, it’s essential to focus on key metrics like CPC (cost per click), CTR (click-through rate), CPI (cost per install), CVR (conversion rate), CPA (cost per acquisition), ROAS (return on ad spend), and LTV (lifetime value).
Among these, CPA and ROAS are especially important, as they allow you to directly measure the efficiency of your user acquisition efforts and the return on each dollar invested.
As Juan Ignacio Juliá notes, “ASA stands out because it attracts users who are already searching for terms directly related to our apps, which improves CPA and ensures a solid return on investment.”
As Juan Ignacio Juliá points out, “With ASA, users already show clear intent by searching specific keywords, which increases the probability of conversion and ensures each install aligns with a high-value profile.”
In this way, the platform not only helps improve CPA but also drives a higher ROAS by attracting users who, on average, have a higher LTV. With this strategy, ASA enables you to continually monitor and adjust your campaigns, ensuring your budget is directed toward users with the highest conversion potential.
To keep costs in check and maximize impact, it’s essential to categorize keywords into specific groups such as:
This approach allows you to allocate a budget more efficiently, adjusting bids based on search type and user intent. For example, Brand keywords help capture users who already know your app, while Competitor and Generic keywords attract users exploring similar options. Discovery keywords expand your reach by capturing users early in their search process.
If you don’t yet have an ASA strategy, your competition might already be buying your keywords. Start now to protect your brand and secure your traffic! Building a strong strategy is crucial to staying competitive and maximizing your return on investment.
As Juan Ignacio Juliá explains, “ASA allows us to connect with interested users without complex setups, focusing directly on those searching for keywords related to our business. By targeting relevant keywords, you can reach high-value users without relying on advanced segmentation.”
Thus, ASA stands out among other platforms for its focus on high-intent users and its ability to maximize return on investment. As Juliá mentions, “ASA places us right at the moment users are searching for an app like ours, giving us a unique competitive advantage.”
If you’re looking to harness the power of iOS and capture valuable users, ASA is the way to go. Stay tuned to our content at Rocket Lab to learn more about optimizing your campaigns in this channel and staying a step ahead in the mobile growth world.