No keywords, no bidding with new simplified search product.
Apple says it will bring more installs with less effort “at a predictable cost.” That’s how the company is pitching its new Search Ads Basic offering.
Apple rolled out Search Ads for the App Store in September 2016. Since that time, Apple has seen significant adoption by developers seeking to drive app downloads. Search Ads Basic is a simplified version of Search Ads that eliminates keywords and bidding.
Apple won’t appreciate this analogy, but it’s kind of like AdWords Express for the App Store. Search Ads Basic is designed for developers who don’t have the time, interest or expertise to manage search campaigns. Currently, it’s available for the US only.
However, Search Ads is available in selected non-US markets, so over time, we can probably expect it to go international. The current product now becomes “Search Ads Advanced.” Beyond the differences in bidding and keywords, the two have different dashboards, with simplified data available for Basic and more granular data available with Advanced.