{"id":1454,"date":"2019-01-17T18:53:21","date_gmt":"2019-01-17T18:53:21","guid":{"rendered":"https:\/\/www.theasoproject.com\/blog\/?p=1454"},"modified":"2019-04-30T18:22:35","modified_gmt":"2019-04-30T18:22:35","slug":"how-to-use-apple-search-ads-to-defend-your-brand","status":"publish","type":"post","link":"https:\/\/www.theasoproject.com\/blog\/how-to-use-apple-search-ads-to-defend-your-brand\/","title":{"rendered":"How to use Apple Search Ads to defend your brand"},"content":{"rendered":"\r\n

Apple Search Ads (ASA) have become a necessary part of any app’s user acquisition strategy in 2019. We have seen very successful campaigns when properly managed and have helped clients build their apps in 2018 utilizing ASA.<\/p>\r\n\r\n\r\n\r\n

However, lot’s of concern has arisen in the last year surrounding competitor’s bidding on each other’s brand names.<\/p>\r\n\r\n\r\n\r\n

“How can this be fair?” many developers have asked. “In PPC, at least there’s more than one ad being shown, giving you a fighting chance. ASA ads take up the entire above-the-fold view on the App Store!”<\/p>\r\n\r\n\r\n\r\n

The answer: you must run ads that bid for your brand name to defend your placement.<\/p>\r\n\r\n\r\n\r\n

Let’s describe what happens when a competitor bids on your brand name in ASA:<\/h2>\r\n\r\n\r\n\r\n

If a competitor bids on your app\u00a0name,\u00a0and you’re not simultaneously, their app will show above your\u00a0organic listing.\u00a0 This is why you need to consider running a \u201cbrand defense\u201d Apple Search Ads campaign.<\/p>\r\n\r\n\r\n\r\n

Check out this example of brand defense by Sweat:<\/p>\r\n\r\n\r\n\r\n

You can see that their brand term (which could be misconstrued as a general broad search term) is still being shown as a “defense ad”, above their #1 organic listing for that term.<\/p>\r\n\r\n\r\n\r\n

\r\n
\"You<\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n

On the other hand, this example of Clash of Clans shows that a competitor’s ad can easily display higher than your organic listing if you’re not running an optimized brand search ads campaign:<\/p>\r\n\r\n\r\n\r\n

\"On<\/figure>\r\n\r\n\r\n\r\n

All this being said, running a branded search ads campaign is not a 100% guarantee that competitors still won’t show above your organic listing. It does, however, give you a fighting chance to stave off a host of competitors from flooding in to take your branded search traffic.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n

ASO Protip:<\/strong><\/h2>\r\n\r\n\r\n\r\n

If you are a developer with multiple apps in your portfolio, you have it easier. You can have your cake and eat it too as your branded term will also display a developer “folder” of your apps (try searching “Microsoft”).<\/p>\r\n\r\n\r\n\r\n

 <\/p>\r\n\r\n\r\n\r\n

Here are a few more reasons you should consider running a “brand defense” Apple Search Ads campaign.<\/h2>\r\n\r\n\r\n\r\n