Search Ads Adds New Territories

March 28th, 2019

Search Ads Adds New Territories
Anh Nguyen

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

Apple Search Ads announced the addition of new territories, enabling developers to launch campaigns in new regions. This latest update is a large-scale expansion, more than tripling the number of territories Search Ads are available in. A Search Ads campaign provides multiple benefits for an app’s App Store Optimization, so the expansion is important for developers launching apps in those regions.

New Territories

At its launch, Search Ads was available in storefronts in seven countries. Later on, the range was expanded to 13:

  • US
  • UK
  • Australia
  • Canada
  • Mexico
  • New Zealand
  • Switzerland
  • South Korea
  • Germany
  • France
  • Italy
  • Spain
  • Japan

This new announcement adds multiple countries throughout Europe, Asia Pacific, Latin America, Africa, the Middle East, and India. Altogether, Search Ads is now available in 46 new countries, bringing the grand total to 59.

The announcement follows close on the heels of new localizations, which added nine additional languages for Search Ads. This allowed developers to target more users worldwide in the languages they speak. Now that these new territories have been added, developers will be able to launch Search Ads campaigns around the world that target users with ads designed and localized for them.

What This Means for ASO

The additional territories for Search Ads mean two things for developers. First: it provides new opportunities. Being able to launch campaigns in different countries around the world opens their apps up to wider audiences and helps empower their App Store presence globally.

Launching Search Ads campaigns in a new territory provides several benefits for an app. It helps cement its presence in the App Store and builds keyword rankings. The insights gained from the campaign can help improve upon its ASO and localization in the area. At the same time, the app is reaching a new audience in a new location. This opens it up to many new users, providing traffic and downloads for the app.

This also means that developers launching Search Ads campaigns in different territories will want to localize their campaigns for each region. Users in Thailand will look for different features and be drawn to different creatives than users in Argentina; each Search Ads campaign should be created with the region it’s targeting in mind.

When you launch a Search Ads campaign, it can target one or multiple countries. While launching in multiple countries at once can help provide extra reach for your ads, it’s important to make sure that the campaign is localized for the areas it’s launching in. Otherwise, you’ll be launching a poorly optimized campaign, which may not provide optimal returns.

Localization is an important part of any App Store Optimization campaign. It helps your app appeal to a greater market. Targeting the keywords that are popular in each region can provide a more effective Search Ads campaign, while designing the creative sets for each area can improve conversions.

This update is great news for developers with apps available around the world. They’ll need to manage their marketing budgets carefully and determine how much they want to allocate for each region, but the Search Ads expansions can help an app get a foothold in a new region and reach a wider audience than ever before.

Update 4/29: Apple Search Ads has expanded again to add Russia to its list of countries available.

Want more information regarding App Store Optimization? Contact Gummicube and we’ll help get your strategy started.

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