Apple's new creative assets are headed for search results and Apple Ads
Apple announced images and videos beyond screenshots for product page headers and search results, plus an Asset Library. What to plan for, and what Apple has not yet explained.
Insights
Marketing strategy and industry changes across Apple Ads, Meta, Google and measurement.
Apple Ads adds more search placements and brand defense gets harder
More ads can now appear in App Store search results, and you cannot choose where yours lands. How to read impression share, protect brand terms and judge the new inventory.
Apple Search Ads is now Apple Ads, and the real news is the attribution change
Apple renamed Apple Search Ads to Apple Ads on April 14. The name is cosmetic, but a separate AdAttributionKit announcement deserves a closer look.
Apple Search Ads keyword and match type rules that hold up as you scale
Exact match for the terms you know, broad match and Search Match only for discovery, and negatives to keep them apart. A working set of rules and where to bend them.
Test Today tab and product page ads without muddying your search results
Apple Search Ads now sells Today tab and product page placements. Here is how to fund them as a contained test so they do not distort the search campaigns you already trust.
Apple's Today tab and product page ads need their own measurement plan
Apple Search Ads is adding ads to the Today tab and to the bottom of product pages, starting October 25. These are browse placements, not search, so budget and read them separately.
Structure Apple Search Ads by intent, and let discovery feed the rest
A workable Apple Search Ads account separates brand, category, competitor and discovery traffic. Here is the structure, match types and negative keyword rules that keep it clean.
Match each Apple Search Ads ad group to a custom product page
Apple Search Ads can now run custom product pages as ad variations in search results. The gain comes from pairing each keyword theme with a page that answers that search, not from making more pages.