Breaking News: Apple Introduces Paid Search in App Store

Breaking News: Apple Introduces Paid Search in App Store

Apple announced a new Paid Search product for their Apple App Store that will provide an important opportunity for all marketers and developers to improve discovery of their apps in an increasingly crowded marketplace. Fuze has a number of insights around this product to share with you, to help keep you informed about the impact of this development and how to leverage it on behalf of your brand.

Apple App Store Ads

In a recent The Verge interview with Phil Schiller, Apple’s senior vice president of worldwide marketing said

“We’ve thought about how to carefully do it in a way that, first and foremost, customers will be happy with,” adding that he believes the ad auction system will be “fair to developers, and fair for indie developers, too.”

What We Know So Far


Keywords will be the trigger for an ad to appear at the top of the search results page in the App Store – similar to traditional paid search marketing. Marketers have the option to let Apple choose relevant keywords for their app based on their meta data and performance using a product called Search Match, or marketers themselves can choose their own list of search terms based on their own performance data. Search Match will be a good option for smaller developers, while sophisticated advertisers will likely benefit from managing the list themselves. Negative matches will be available to ensure that ads only appear where marketers want them to.


Advertisers will be able to block ads from consumers who already have their apps while broader targeting will be limited to geo, gender and age.


Apple will have their own version of Adwords Quality Score within the App Store, which will help ensure that only relevant ads are returned for search queries. Higher-quality ads (determined by engagement and relevance) will be rewarded with lower costs. Initial prices will be determined by a second-price auction , so again, search marketers should be very comfortable diving in.

Cost Per Tap:

“Cost Per Tap (CPT)”, yet another three-letter acronym, will be how advertisers will be charged. This will replace the traditional “Cost Per Click (CPC)” metric that is now used in traditional search marketing. Apple will also make available Tap Through Rate (TTR) metrics.

Ad Units:

Currently there are two ad units available:

  1. One ad unit will feature a logo for the app and text pulled from the meta-data description
  2. The second unit is larger and features images from the app.

The Apple algorithm will determine which version shows up for a given query, and for now, the price is the same for both. There are plans for a third unit, the details of which have not yet been announced.


Apple has developed its own attribution API, the details and implications of which are not known at this time. However, given Apple’s closed ecosystem, measurement within that ecosystem should be very accurate. Connecting that data with other systems could be challenging though.

What You Can Do Now?

Opt in today on Apple’s site and focus on making sure your meta data is updated – ads will appear with copy and images using Search Match.

The official rollout occurs in the fall so, until then, there will be no bidding available and the early opt-in period is free. This period will allow you the opportunity to learn the system and collect valuable data so you are prepared when the product goes live later in the year.


New Internet Marketing Agency, Fuze SEO, Founded by Jon Clark

(PRWeb) New York, NY – Small and medium-sized businesses now have a new option to select from when it comes to online marketing solutions, thanks to Fuze SEO. Founded by Jon Clark, the company was created to make solutions that are simplified and more affordable. Using contractors that are seasoned in their field, Fuze SEO, Inc. seeks to give its clients quality services that are designed to give them the online presence they desire.

For any company to be successful it is important for it to have an online presence and this requires a good marketing plan to attract the attention of search engines. In addition to simply catching the eye of search engines, it is also important to establish a tangible reputation while staying within budget. However, most marketing solutions are quite expensive with additional fees and billing options within each solution.

Jon Clark understands the challenge these marketing plans present to small and medium-sized businesses and started Fuze SEO, Inc. to meet those needs.

“We are excited to bring our affordable and strategic agency model to market and believe our deep experience across a wide set of Internet marketing tactics will continue to propel our clients ahead of their competition,” Mr. Clark says.

Launched in June, Fuze SEO has assembled a team of marketing professionals to give clients the same kinds of solutions that large corporations enjoy. Their line of internet marketing services includes:

  • Search engine optimization – using content optimization, link popularity, technical architecture, content gap analysis and in-depth keyword research.
  • Social media – SEO best practices are used to create content that is sharable, talkable and discoverable.
  • Pay per click management – focus on click through rates from professionals who are Bing and Adwords certified.
  • Link building – data from a number of sources is used in developing effective links and creating a back-link profile that is well-balanced.
  • Local – ensures that a business’ location is correct with online publishers, improving its online presence.

Since its opening, Fuze SEO has worked with clients from a wide array of industries such as financial, retail, manufacturing, real estate and technology. The team strives to treat each client as an individual company and create a marketing plan based on brainstorming and development that helps the company reach its revenue goals. In addition, Fuze SEO makes it a priority to stay informed of the latest trends in online marketing and then incorporate those trends into its solutions. For more information on the services that Fuze SEO provides, please visit

About Fuze SEO

Fuze SEO, Inc. combines the best thought leadership of the consulting world with the leading capabilities of the online marketing industry to support our clients’ business needs, such as improving online visibility or participating in the social world. Fuze SEO serves clients in markets across the United States including All Star Glass, PGM Billing, Shipwire, Treadmill Reviews and Oak Creek Trail to name a few. Visit for more information or follow Fuze SEO, Inc. on Twitter at @fuzeseo.

10.7.13 – Jon Clark to Attend PubCon

Jon Clark, CEO of Fuze SEO, will be attending Pubcon October 21 – 24, 2013. Pubcon is the premier social media and optimization conference and expo and will be held at the Las Vegas Convention Center’s South Halls in the sunny entertainment capital of the world.

pubcon logo

If you will be in attendance or in the Las Vegas area and would like to get your fix of Fuze SEO, please reach out via our contact form.

Not yet registered? Visit this link or read the 101 reasons why you should attend Pubcon.