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Apple’s new Search Ads are becoming a must for iOS app marketers – not only for app installs but, perhaps more importantly, for keyword research too. However, they are proving susceptible to “conquesting,” and long-tail developers could lose out.


  • On their current course, Apple’s Search Ads look like strong contenders for becoming the third-largest paid app promotion channel on iOS, after Facebook and Google.

Features and Benefits

  • Learn what impact Apple’s Search Ads are having, nine months after launch.
  • Learn what app marketers of all budgets can hope to obtain from Search Ads, and what the new paid search service means for Apple.

Key questions answered

  • What impact are Apple’s Search Ads having, nine months after launch?
  • What can app marketers of all budgets hope to obtain from Search Ads, and what does the new paid search service mean for Apple?

Table of contents

Ovum view

  • Summary
  • Advertisers flock to Search Ads, for good and bad
  • Tightening competition, but within a growing market
  • Apple must not forget the long tail; developers must at least use Search Ads for keyword research


  • Further reading
  • Author

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