From Launch to Scale: iOS App Growth Strategies
Apple Search Ads is a powerful platform designed to help app developers drive downloads in the App Store, which boasts impressive consumer spending figures. By 2026, global consumer spending on the App Store is projected to reach $161 billion. In a recent webinar, experts Jonathan Yantz, Managing Partner, M&C Saatchi Performance, Eran Friedman, Co-Founder & CTO, Singular, Hanna Kachalka, Head of Sales, SplitMetrics and Lina Danilchik, Marketing & Communications Team Lead, SplitMetrics, shared key strategies for launching new apps and scaling existing ones. Here’s an overview of the latest trends and effective growth strategies in the iOS app ecosystem.
Key Trends in Apple Search Ads:
- 650M App Store visitors every week
- 70% of App Store visitors use search to find apps
- 65% of all downloads happen after a search
- Search results ads have an average conversion rate greater than 50%
The 2024 App Market
“2024 has proven to be a very busy time for app marketers. Daily there are 1200 apps released globally. While it certainly is a positive time to release an app, you need to be very intentional and strategic.”
Jonathan Yantz, Managing Partner, M&C Saatchi Performance
Discoverability remains a key challenge for new apps. The average consumer, despite having access to thousands of apps, keeps fewer than 100 installed and actively uses even fewer. In a market like that it is crucial to have a combination of Apple Search ads and ASO. There are other ways to drive users to App Store like organic, paid media, and influencer marketing. It is an interesting time to test if the all-new iOS 18 allows deep linking in all Customer Product Pages.
Companies have struggled as the app market saw a lot of privacy changes in the years preceding 2023. But in 2024 they have started to recover as we saw an increase in mobile app revenue globally by 12% year over year.
Launching an App: Key Strategies
Discoverability
When launching an app, discoverability should be your top priority. Depending on your budget and goals, you may choose between a single or multi-channel user acquisition strategy. It’s recommended to focus on two-three channels rather than a single channel, helping you compare them and decide on what works best. High-reach channels like Apple Search Ads are ideal for apps with mass appeal, while programmatic display ads can help establish brand visibility. Use visuals that quickly communicate your app’s value.
Analytics
Setting up robust analytics is essential for gauging the success of your launch. Track key metrics like clicks, conversion rates, and user retention to determine if your app is meeting its goals. Use this data to inform decisions on budgeting and expanding to new channels.
App Store Optimization
ASO plays a critical role in discoverability, focusing on optimizing metadata and increasing conversion rates. Screenshots, icons, and product page elements are important factors in users’ decision-making.
Finding your niche
Research your audience, market, and competitors to identify your niche. Standing out among competitors is easier when you target a specific segment with a tailored approach.
Apple Search Ads
Once your app is optimized, Apple Search Ads can help elevate its position in the store. Adding relevant keywords boosts your app’s visibility, while a positive conversion rate signals to Apple’s algorithm that your app is a relevant match for user searches.
Scaling a Successful App: Key Strategies
Customer feedback
For established apps, customer feedback is invaluable. Tapping into your existing user base and CRM can provide rich data, helping you optimize the app experience further. Use surveys, first-party data, and push notifications to gather insights and test re-engagement strategies.
Introducing new features
Maintaining what works while introducing new features is key to retaining current users and attracting new ones. Whether it’s app-only promotions for e-commerce apps or improved usability for gaming apps, continuous innovation keeps users engaged.
Testing
“Every app is unique, so it’s essential to test new things, check the results and learn what works best for your app. Testing UA channels, campaign types, and media mix modelling helps you refine your strategy.”
Eran Friedman, Co-Founder & CTO, Singular
As your app scales, understanding the balance between paid and organic traffic becomes crucial. It shifts from paid to organic as it grows which means your focus will be on discoverability at first and then it’s crucial to check how your efforts are contributing to organic traffic.
Keyword Gap Analysis
Keyword discovery campaigns can reveal opportunities you may have missed. Tools that identify competitor keywords allow you to fine-tune your strategy and close any gaps in your search visibility. An analysis is done on competitor’s custom product pages used to predict the results that they are achieving. This analysis helps app companies stay competitive in the App Store.
AI in App Marketing Efforts
AI is transforming app marketing. From Custom Product Pages (CPPs) to generative AI (GenAI) tools like ChatGPT, AI helps speed up creative testing across social channels, optimizing campaigns and suggesting new strategies. For example, TikTok’s algorithm is driven by creatives, and AI can help generate smart suggestions for app marketing campaigns.
In Summary
Launching and scaling an iOS app requires a mix of discoverability, analytics, and continuous optimization. Whether through Apple Search Ads, ASO, or AI-driven marketing strategies, keeping users engaged while reaching new ones is key to sustainable growth. By following these strategies, app developers can navigate the highly competitive 2024 app market and beyond.
To find out how we ensure clients profitably exceed their media goals
Related Reading
Report: The Harbolnas Phenomenon. Reaching Indonesian Shoppers During the Double Discount Season
