Apple Search Ads: Still tapping after 6 months of testing

It’s been five months since Apple expanded their Apple Search Ads program to advertisers in three additional countries (UK, New Zealand and Australia). After its initial, US-only launch in October 2016, I was really excited to finally get to test out this brand-new platform when it finally launched in the UK.
Now that I’ve had some time to experiment with it, I’m going to discuss what I like, dislike and hope to see in the future across this new and exciting platform. I want to share my own experiences here in the hope that anyone looking to test some Apple Search Ads campaigns in the future can get started as soon as possible.
One of the reasons I was so interested in Apple Search Ads is how booming the app market is globally, with 2.2 million apps available in the App Store alone as of March 2017. Furthermore, according to research by Flurry, the mobile browser is effectively dead

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