Apple Search Ads, with the whole app in view.
Apple Search Ads (ASA) management solves the vulnerability of losing high-intent searchers on the App Store to bidding competitors, as well as the risk of burning ad spend on irrelevant broad-match search terms. When managed without keyword segmentation and negative-keyword discipline, campaigns overspend on vanity search terms with low conversion rates while leaving high-converting brand and competitor search terms under-leveraged.
What we can take care of
- Four-tier campaign architecture separating Brand, Category Generic, Competitor, and Discovery match types
- Exhaustive negative keyword lists and weekly search term query pruning to eliminate wasted spend
- Custom Product Page (CPP) creative alignment mapping ad variants directly to specific keyword intent groups
- Automated bid management rules responsive to Cost Per Acquisition (CPA) and Return on Ad Spend (ROAS)
- Search Tab, Today Tab, and Product Page placement optimization alongside Search Results campaigns
- Share of Voice (SOV) competitive monitoring across core category and competitor keywords
- MMP-integrated post-install value reporting connecting keyword bids to in-app subscription and revenue events
How we approach the work
We structure Apple Search Ads around intent-isolated campaign silos to maintain absolute bid control. Brand campaigns protect your proprietary terms at minimal cost; Category campaigns bid aggressively on high-relevance problem-solving searches; Competitor campaigns target relevant alternatives; and Discovery campaigns use Search Match to identify emerging keywords. Search queries that convert in Discovery are promoted to exact-match silos, while low-performing queries are aggressively negated.
What progress looks like
Search results impression share, Tap-Through Rate (TTR), Cost Per Tap (CPT), Cost Per Acquisition (CPA), conversion rate to install, and post-install return on ad spend (ROAS).
Before we begin
Share your app links, the challenge and the outcome you want. Your concierge will confirm inputs, deliverables, timing and costs for your scope before work begins.
Should an app run Apple Search Ads on its own brand keywords if it already ranks #1 organically?
Yes, in the majority of competitive categories. Competitors can bid on your brand name to display an ad directly above your organic listing. Running an exact-match brand defense campaign protects your top placement at a very low Cost Per Tap due to your high organic relevance score, preventing competitors from siphoning off high-intent users.