The Apple Search Ads (ASA) Stack is a framework designed to help ASA practitioners of a mobile product or service to develop and evolve a strategy for Apple Search Ads. The ASA Stack’s objective is to provide user acquisition marketers with a holistic view of Apple Search Ads. It will show them how they can develop a comprehensive, strategic approach to growing the user base and/or optimizing for performance. The stack can be applied at any stage during a product’s lifecycle and to many different apps, although some elements of the stack could become more relevant at different stages of the business lifecycle.

Following this abrupt change, the mobile and digital industry has been adapting too. Not only are people urgently switching to online solutions to support their daily work, they have also been forced to conduct much of their lives digitally. Will the overall impact be positive or negative in a time where we reach out to more digital resources?

App Store Optimization (ASO) practitioners will know well what I mean by this statement: ASO is becoming increasingly complex. We all know that there are literally thousands of keywords that your app could be targeting, as well as lots of competitors, ASO tricks, and much more. As if all these things were not enough already, we have the App Store and Google Play changing the rules of the game by altering algorithms and/or adding new features on a regular basis.

Have you ever wondered what Limit Ad Tracking (LAT) is on Apple’s iOS devices and how it affects advertisers? Before getting into that, we need to start from scratch. Advertising networks like Apple or Facebook keep track of a considerable amount of information about you, including your location, your age, your gender and which product and apps you own. This information is stored and then used to show you relevant ads based on the things you like. The underlying reason is maximizing value for the ad networks. The higher your interest in the ad, the higher the likelihood you will click on it, which in turn will generate revenue for the ad networks. Therefore, in order to serve ads that are relevant to you, these networks collect data to build advertising audiences.

Apple Search Ads (ASA), launched in 2017, have been gradually gaining popularity over the last few years. Apple has recently rolled out more than 40 new countries, increasing the scale of the channel to 59 countries in which we can advertise. The ASA expansion clearly signals its global potential due to the opportunities it provides, namely the ability to buy up the Number 1 spot in any App Store Search by displaying your ads on top of the search results listings.