App Promotion Strategy

Are your Apple Search Ads campaigns the best they can be? An ASA audit will tell you.

google play store search algorithm

The proof is obvious: Apple Search Adverts is blowing everybody out of the water within the paid person acquisition recreation. The Monetary Occasions experiences that Apple Search advertisements is liable for 58% of all iPhone app downloads. It is a staggering leap in comparison with the 17% share it had only one 12 months in the past.


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The truth is that different main advertisers—Fb, Google, Twitter, Yahoo—have taken an excellent hit from the iOS14 privateness updates that opts customers out of promoting monitoring by default.

For now, Apple Search Adverts is as engaging as cell promoting can get within the present state of the business. Apparently, everybody agrees, provided that Apple’s cell app promoting share elevated threefold in half a 12 months.

So, should you’re not investing in ASA as a part of your cell app’s paid UA technique, you might want to be.

If you’re operating Apple Search Adverts, competitors is barely getting extra quick and livid each minute, so your ASA campaigns must be rock-solid.

Are your Apple Search Adverts campaigns optimized for achievement?

There are just a few questions you might want to ask your self to judge should you’re utilizing Apple Search Adverts to its full potential.

  • Is your account construction using all marketing campaign varieties successfully? (Generic, Model, Competitor, Discovery)
  • Have you ever included the most effective and most related key phrases in your search phrases (along with including the correct ones to your destructive key phrase listing)?
  • Are you campaigns break up by class for simpler reporting and optimization?
  • Are advert teams arrange the correct manner for correct analysis, like by buyer kind?
  • Do you might have automation in place?
  • Are you analyzing information from an analytics instrument to judge the ROAS of key phrases?


An instance of an Apple Search Adverts Audit

As an skilled app advertising company, we pleasure ourselves on establishing the best ASA campaigns which are optimized to ship outcomes. This isn’t simple, because it requires time, diligent monitoring and ASA technique know-how.

If a consumer has Apple Search Adverts in place, the very first thing we do is conduct a full ASA audit that features taking a look at marketing campaign construction, analyzing key metrics to gauge previous efficiency of particular key phrases, and the way successfully the finances was managed with the intention to optimize spend and scale campaigns.

Allow us to offer you an instance for a well being meals app—let’s name it HealthyEats.

HealthyEats Account Construction Evaluation

What we discovered: Wholesome Eats’ ASA marketing campaign was solely utilizing Discovery campaigns

Advice: arrange account construction utilizing Generic, Model, Competitor and Uncover campaigns

HealthyEats Marketing campaign Evaluation

What we discovered: 

  • Many key phrases with potential had been added to the destructive key phrase listing
  • Campaigns had been break up by classes however weren’t assembly each day caps


  • Transfer applicable key phrases from destructive listing as a precise match to a related marketing campaign (e.g., transfer ‘paleo weight-reduction plan’ to a Generic marketing campaign)
  • Improve key phrase bids in classes that weren’t spending the each day caps to enhance visibility

HealthyEats Advert Group Evaluation

What we discovered:

  • Advert teams had been break up between “no key phrases” and “broad key phrases”
  • Buyer kind recognized as “all customers”


  • Merge the 2 forms of advert teams—splitting between “no key phrases” and “broad key phrases” was once a greatest follow however we’ve seen an even bigger impression for increased attain and optimization once they’re merged
  • Cut up “all customers” into “new customers” and “customers which have downloaded the app” for higher reporting

HealthyEats Key phrase Evaluation

What we discovered:

  • Key phrase search kind includedbroad match key phrases solely
  • Impression ratio was zero—353 key phrases had zero impressions, solely 43 key phrases had impression higher than zero (lower than 10%)
  • Decrease than common Faucet-By way of Price—TTR was 2.9% which is considerably decrease than the 8-9% common TTR throughout related classes


  • Maintainbroad match for Discovery campaigns solely and assign all key phrases in different campaigns as actual match—splitting them up permits us for continued mining of recent key phrases whereas additionally managing spend successfully (no cash wasted trying to find each)
  • Improve impression ratio bygrowing the bids on key phrases with no impressions by 10% each day with a max bid cap and growing app relevancy by updating the app retailer itemizing with extra related key phrases (e.g. increase the product web page lengthy description)
  • Enhance TTR withartistic testing by updating the screenshot to match the class (e.g. weight-reduction plan – present a key phrase weight-reduction plan within the second screenshots)
  • To enhance total Conversion Price (CR), concentrate on app rankings and evaluations and implement high-performing key phrases into ASO to extend progress and rating

Different choices for scaling and optimization

  • Proceed updating the key phrase listing

Sustain with key phrase analysis to make continuous updates to the listing based mostly on developments within the class/person pursuits/high-performing key phrases from natural rankings, and so on.

  • Automatecampaigns

Our automation course of focuses on growing impressions and tap-through-rate with the intention to drive installs

  • Verify key phrases’ ROAS

Analyze the information out of your information analytics instruments for any LAT and ATT customers; cross-reference the numbers with App Retailer Join income information

Achievable outcomes from optimized Apple Search Adverts campaigns

If this looks like so much to maintain observe of, that’s as a result of it may be—particularly in case you have an app that should scale shortly inside a restricted timeframe, equivalent to with seasonal apps.

With correct consideration, monitoring and automation, apps can obtain vital outcomes with Apple Search Adverts in lower than 60 days.

Listed here are some outcomes our Well being & Health app consumer obtained inside 90 days of our skilled crew taking up their Apple Search Adverts paid UA marketing campaign:

  • 30% improve in Faucet-By way of-Price (TTR)
  • 30% improve in Conversion Price (CR)
  • 37% lower in Value Per Acquisition (CPA)

May your app profit from a lift with Apple Search Adverts?

So many apps on the market definitely are—together with your rivals.

When you’ve got vital app progress targets, Apple Search Adverts is essentially the most intent-based—and now essentially the most dependable—paid person acquisition channel on the market. If you happen to’re already dabbling in ASA, you’ll profit from an intensive Apple Search Adverts audit that can assist you establish missed alternatives.