What's New in Search Ads

Hello and welcome. I'm Lindsay Verity from Advertising Platforms and I'll be joined by my colleague, Carol Hsu, and we're here today to tell you what's new in Search Ads. Search Ads was first introduced to the App Store in the U.S. in October 2016 as an efficient and easy way for you to promote your apps directly in App Store search results so customers could discover your apps while protecting their privacy.

Search Ads Advanced has since expanded to the App Stores in the U.K., Australia, New Zealand, Canada, Switzerland, and Mexico. In December 2017, we introduced Search Ads Basic to the App Store in the U.S., a minimal effort cost-per-install offering that's fast become a favorite of developers worldwide to promote their apps on the U.S. App Store. And the response to Search Ads from developers of all types has been incredible.

Postsnap, a U.K.-based photocard app has used Search Ads to expand their offering to new markets and they told us Search Ads has given us a huge increase in high-value users in multiple regions. Now we're using Search Ads to help us launch other apps too. And JoyTunes, creators of instrument learning apps, are seeing incredible results. They say the quality of users is so good that the numbers upgrading from free to subscription is double that of any other pay channel. And, for Playtika's World Series of Poker, it's the quality and engagement of users that matters and they said Search Ads is an extremely powerful product that has brought high-quality users and engagement rates 10% higher than the average. It's been really great and wonderful hearing these stories and so many more like them.

And so, today, I'm excited to announce that this summer, Search Ads Advanced is coming to six more app stores. Thank you.

Japan, South Korea, Germany, France, Italy, and Spain, giving you even more opportunities to reach high-intent, high-quality users in more of the markets you've told us are most important to you. And, what's more, we'll be introducing Search Ads Basic to all 13 App Stores where Search Ads will be available.

And we've worked hard to make sure that Search Ads Basic remains a simple, easy, effortless way for you to promote your apps across multiple app stores. Let me show you how easy it's going to be. Imagine I'm a developer and I want to start to promote my new app, NoMoss. I simply select the app from the drop-down list and note that I know see an ad example on the right and I'm also presented with a list of the app stores where Search Ads is available and also where my NoMoss app is available too. I want to permit my app in as many app stores as I can and so I'm going to leave all of those selected. Next, I enter my monthly budget, which is a single budget across all of the app stores where my app promotion will run. My monthly budget for NoMoss is $5000. And, finally, I input what is the maximum amount I'm willing to pay for an install. Now, note Search Ads is recommending a maximum cost-per-install of $1.50, which is based on what it knows about my app and also what similar apps are willing to pay for an install, so I'm going to take that recommendation. I then save and I'm taken to my dashboard where I'll check back later to see the results.

I can now see confirmation that my new app promotion has been saved and it should start running soon.

From my dashboard, I can also add another app that I want to promote and I can also make changes to any of my existing app promotions. So, I am currently running promotions in the U.S. App Store for my LightRight app and I'd like to expand that to more app stores. To do that, I simply click on the edit button at the top of the apps card and my LightRight app is only available in 10 of the app stores where Search Ads is offered, so I'm only presented with those 10 options. Now, I can pick markets individually, Canada and France, for example, or I can select all. I save. And I can now see that my app is being promoted in 10 of 10 available app stores. Now, because I'm promoting my app across more app stores, I also want to increase my monthly budget to enable me to reach more users and achieve more installs, so I'm going to change my monthly budget from $1000 to $3500. My change is saved and I'm done. It's really that simple and we can't wait for more of you to try it. And that was Search Ads Basic. So, let's talk about Advanced and, more specifically, new creative options.

Developers have told us they love the ease of Search Ads Creative and how we automatically create the ads using the metadata and imagery you already provide for your App Store product page. And App Store customers respond really well to those ads because of their noninvasive appearance and because they're an accurate representation of what they can expect from the app's experience. Since February, you've had the option to add up to 10 app screenshots and 3 videos on your App Store product page.

And just last week, we were excited to introduce our newest Search Ads Advanced feature, Creative Sets, giving you the ability to leverage these additional App Store assets to create more ad variations to help you better align your ad group keyword themes with specific audiences. Now, let me turn it over to Carol, who's going to tell you more about how Creative Sets work and give you a demo. Thanks, Lindsay. As Lindsay just showed, you can use Creative Sets to display