Apple reports that an average of 56 percent of users are reinstalling apps, which means Search Ads can successfully target former users to bring them back and continue to gain value from them. ReinstallationĪnother noteworthy revelation from Apple’s Search Ads tour is the reinstallations generated by Search Ads. Not only do they have an impressive conversion rate, but they’re generating conversions from users who weren’t expecting to find or download the app in the first place. 77 percent of Search Ads generate a download that the end user was not expecting – whether they were searching for another app brand or simply seeing what options exist, these are downloads that only happened because the user saw the Search Ads for the specific app. More noteworthy, however, is the number of unanticipated downloads created by Search Ads.
This is unchanged from previous reports, but it shows how Search Ads continues to be an effective tool for converting users. Conversion Rate The next important statistic that Apple revealed is the Search Ads conversion rate, sitting at a solid 50 percent. The icon, title, subtitle and first three screenshots or video are all that you have to win over those users and get them to view your app, or even download it directly from the results. If users are finding apps through search, then it’s vital that everything they see from the search results alone looks appealing and engages them. This also illustrates the importance of optimizing an app to appeal to users directly from the search screen. This is big growth – as there are tens of millions of apps downloaded each day, an increase of 5 percent could constitute hundreds of thousands of apps being discovered and downloaded because of searches daily. Now, however, Apple states that the percentage has grown even further, with 70 percent of app downloads coming as a result of search. Apple has stated in the past that 50-63 percent of all downloads come from searches, but that amount increased to a solid 65 percent. Search DownloadsĪpple has frequently referenced how many app downloads come directly from searches. Apple has been going on tour throughout Europe to share the latest data on Search Ads, and the information is enlightening to their benefits. They help put your app front and center in relevant search results to increase visibility and can even feed back into improving ASO by determining important and effective keywords. Search Ads are a key component of App Store Optimization on the Apple App Store.
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