Creative Tips for Apple Search Ads and TikTok Ads

Buse Kanal

5 March 2025

If you’re an app developer or marketer, you already know that getting your app noticed is half the battle. With millions of apps in the App Store and countless brands fighting for attention on social media, how can you make your app stand out?

The answer lies in creative advertising—especially on Apple Search Ads and TikTok Ads, two powerful platforms that can drive massive user acquisition when used correctly.

In this guide, we’ll explore:

Designing effective creatives for Apple Search Ads
Best practices for engaging TikTok users
How creative testing impacts campaign success

By the end of this post, you’ll have expert-level insights into designing TikTok Ads for mobile marketing and creative strategies for app advertising that actually convert.

Let’s dive in!

Designing effective creatives for Apple Search Ads

Apple Search Ads (ASA) is one of the best ways to drive high-intent users to your app. When people search for apps on the App Store, they’re already looking for something specific—meaning they’re much more likely to download your app if your ad is compelling enough.

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Here’s how to make your Apple Search Ads work harder for you:

1. Use high-quality, relevant creative assets

Apple Search Ads (ASA) rely heavily on visual appeal to capture user attention. Since ASA runs image-based ads—such as screenshots, videos, and app icons—your creatives should be eye-catching, informative, and optimized for conversions. Here’s how to maximize their impact:

Key best practices for creative assets:

Showcase key features in the first screenshot:
The first screenshot is prime real estate—make it count! Highlight your app’s most compelling feature right away. Users typically scan quickly, so avoid cluttered images and focus on a single, strong selling point.
Use bold captions and overlays to highlight benefits:
Instead of relying solely on visuals, use text overlays or captions to reinforce the app’s value proposition. Make sure the text is clear, large enough to read, and complements the visual elements.
Ensure video ads are short and engaging:
Apple allows video ads of up to 30 seconds, but shorter videos (15–20 seconds) often perform better. Your video should:
- Showcase real in-app usage rather than abstract animations.
- Start with a strong hook in the first 3–5 seconds.
- Highlight how the app solves a problem or enhances the user’s life.
A/B test different creatives for various user segments:
- New users: Emphasize the app’s unique value proposition.
- Returning users: Highlight new features, updates, or exclusive content.
- Lapsed users: Use messaging that addresses why they left and what’s improved.

2. Optimize for ad variations

Apple allows multiple ad variations within a single campaign. This means you can customize your ads for different user segments, making them more relevant and increasing the likelihood of conversion.

How to use ad variations effectively:

For new users:
- Focus on the core value proposition—why should they download your app?
- Use messaging that builds curiosity and highlights unique features.
- Example: “Get fit at home with customized workouts!” (for a fitness app).
For returning users:
- Showcase what’s new—app updates, added features, or premium content.
- Example: “New meal plans & AI coaching—upgrade your fitness journey!”
For competitor targeting:
- If you’re bidding on competitor keywords, highlight what makes your app better.
- Example: “More workouts, better tracking—your ultimate fitness app alternative.”
For seasonal promotions:
- Tailor your ad creatives around key seasons, holidays, or trends.
- Example: “New Year, New You—Start Your Fitness Journey Today!”

3. Leverage keywords in your ad copy

Apple Search Ads are heavily keyword-driven, meaning your ad’s relevance depends on how well your copy aligns with user search intent.

Best practices for keyword optimization:

Integrate high-intent keywords in titles and subtitles:
- Apple Search Ads prioritize titles and subtitles, so make sure they contain relevant search terms users are likely to type in.
- Example: Instead of just “Fitness App,” use:
  - Title: “Best Workout App for Home Fitness”
  - Subtitle: “Track Progress & Achieve Your Goals!”
Write ad copy that sounds natural:
- Avoid keyword stuffing—Apple may reject ads that feel unnatural.
- Example (Bad): “Workout app best home fitness best gym alternative.”
- Example (Good): “Your all-in-one home fitness companion. Track progress, stay motivated, and achieve results.”
Use long-tail keywords to capture intent:
- Users searching for specific terms are more likely to convert.
- Example: Instead of just “meditation app,” use “guided meditation app for sleep & relaxation.”
Align ad copy with search queries:
- Apple dynamically matches search terms to ads, so your copy should match user intent.
- Example: If users search “best budgeting app,” make sure your ad copy includes:
  - “Best budgeting app to save more & spend smarter.”

Pro tip: track & optimize continuously

Even with great creatives, ad variations, and keyword optimization, ongoing testing is key.

Use Apple Search Ads Performance Metrics (e.g., TTR – Tap-Through Rate, CR – Conversion Rate) to refine your strategy.
Regularly refresh ad creatives to avoid ad fatigue.
A/B test different headlines, images, and CTAs to see what resonates best.

By following these strategies, your ASA campaigns will attract the right audience, drive more installs, and maximize your app’s visibility in the App Store.

Creative best practices for engaging TikTok users

TikTok is not just another ad platform—it’s an entertainment-driven ecosystem. If your ad looks too much like a traditional ad, users will scroll right past it.

To succeed, you need TikTok-native creative strategies.

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1. Make Your ads “TikTok-First”

TikTok’s best-performing ads don’t look or feel like traditional ads—they blend seamlessly into the platform’s content, mimicking the style of organic videos users are already watching. The more natural and engaging your ad feels, the higher your engagement and conversion rates will be.

How to make your ads native to TikTok:

Use trending audio, effects, and filters
- Leverage TikTok’s built-in sounds, effects, and editing tools to create engaging content.
- Stay updated with viral sounds and remixable audio to boost visibility.
- Use TikTok’s Commercial Music Library if you need copyright-free audio for ads.
Include text overlays and auto-captions
- Many TikTok users watch videos without sound, so adding captions boosts engagement.
- Use bold, eye-catching fonts that match TikTok’s aesthetic.
- Example: “You won’t believe how easy this app makes budgeting!”
Create fast-paced, engaging edits
- Keep cuts quick—no slow fades or long scenes.
- Use jump cuts, zoom-ins, and dynamic transitions to maintain energy.
- The first three seconds are crucial—avoid slow intros or branding that feels too polished.

Pro tip: work with TikTok creators

User-generated content (UGC) outperforms polished brand ads.
Partnering with TikTok creators makes your ad feel authentic and engaging.
Studies show creator-made ads drive over three times more engagement than traditional brand ads.
Use TikTok’s Creator Marketplace to find influencers that align with your brand.

2. Leverage TikTok trends

TikTok thrives on trends, memes, and challenges. The fastest way to get noticed is by tapping into what’s already popular.

How to stay on top of TikTok trends:

Use TikTok’s trends dashboard
- TikTok provides real-time insights on trending sounds, hashtags, and effects.
- Visit TikTok’s Creative Center to find trending topics in your niche.
Incorporate viral memes, challenges, and formats
- If a dance, sound, or challenge is going viral, find a way to incorporate your app into the trend.
- Example: If your app is for budgeting, jump on the “Things I Wish I Knew Earlier” trend.
- Example: If your app is a language-learning app, try:
  - “Can you learn three Spanish phrases in 30 seconds?”
  - “POV: You’re in Spain and forgot how to order food…” (Then show the app solving the problem.)
Capitalize on seasonal and cultural trends
- Holidays, sporting events, and pop culture moments drive engagement.
- Adjust your messaging to match back-to-school, New Year’s resolutions, or summer travel trends.
- Example: “Traveling this summer? Learn a new language in just five minutes a day!”

3. Structure your ad for maximum impact

A well-structured ad keeps users engaged and improves conversions. TikTok users scroll fast, so your ad needs to grab attention immediately and hold it.

The 3-part framework for TikTok ads:

Hook (First 3 Seconds) – Grab attention fast

The first three seconds determine if users will keep watching.
Use an intriguing question, bold statement, or unexpected action.
Avoid long intros, logos, or excessive branding at the start—get to the point quickly.

Hook examples:

“What if I told you learning Spanish could take just five minutes a day?”
“You’re probably tracking your calories wrong—here’s why!”
“This budgeting hack will save you $500 a month!”

2. Body (next 5-10 seconds) – showcase your app’s value

Demonstrate how your app solves a problem or makes life easier.
Show real users interacting with your app (not just animations or slideshows).
Use overlays, animations, and testimonials to reinforce key benefits.

Body examples:

Show a real person using your language app and saying phrases confidently.
Show a side-by-side before/after of someone saving money with your budgeting app.
Use text overlays to highlight app features in a fun, easy-to-digest way.

3. Close (last 5 seconds) – strong Call-to-Action (CTA)

End with a clear and direct CTA.
Use on-screen text and voiceovers to reinforce the message.
If possible, add a visual cue (such as a hand pointing to the “Download” button).

CTA Examples:

“Try it free today! Click the link!”
“Download now and start your first lesson for free!”
“Stop guessing your budget—get the app now!”

Final takeaways for high-performing TikTok ads:

Make your ads feel like organic TikTok content.
Tap into trending sounds, memes, and challenges.
Use fast-paced, engaging edits to keep attention.
Structure your ad with a strong hook, valuable content, and a clear CTA.
Test different variations to see what resonates with your audience.

By following these best practices, your TikTok ads will attract more engagement, drive higher conversions, and feel native to the platform.

How creative testing impacts campaign success

Even the best creative won’t work forever. Ads burn out over time, and audiences can become blind to repetitive messaging. That’s why creative testing is critical.

1. A/B test different creative elements

Test one variable at a time to see what resonates most with users:

Headlines
Colors & design styles
Video length & pacing
Call-to-Action (CTA) wording

Example: If running a fitness app campaign, test:
➡ Video 1: “Get fit in just 10 minutes a day!”
➡ Video 2: “Lose weight fast with our 30-day plan!”

Whichever performs better becomes your new go-to ad format.

2. Rotate creatives to prevent fatigue

If you’re targeting the same audience repeatedly, ad fatigue will lower performance.

Refresh your creatives every 2-3 weeks.
Swap out ad copy, visuals, and CTAs.
Keep successful elements but tweak small details.

3. Analyze and optimize continuously

Once you’ve gathered enough data, make data-driven decisions to refine your ads.

Use heatmaps & engagement metrics to see where users drop off.
Adjust video length & structure based on performance.
Allocate more budget to top-performing ads.

The more you test, the better your conversion rates and ad performance will be.

Take your app marketing to the next level

By implementing these creative tips for Apple Search Ads and designing TikTok Ads for mobile marketing, you can dramatically improve app visibility, downloads, and engagement.

But let’s be real—running ad campaigns is time-consuming and complex.

That’s where ShyftUp comes in.

ShyftUp is a leading user acquisition agency that helps app developers and marketers optimize their ad campaigns across Apple Search Ads, TikTok, Meta Ads, and more.