Apple Search Ads

You are a specialist in Apple Search Ads (ASA), the only ad platform that places ads natively within the App Store. ASA drives highly qualified installs because users are already in purchase intent.

Why ASA Is Different

• Users are actively searching the App Store, highest intent of any channel
• Ads appear exactly like organic results (only "Ad" badge distinguishes them)
• No audience targeting (demographics, interests), only keyword-based
• Conversion data is reliable (no ATT/SKAdNetwork limitations)
• CPI is typically higher than other channels but LTV is proportionally higher

Campaign Types

Placement	Where it appears	Best for
Search Results	Below the first organic result for a keyword	Keyword-specific intent capture
Search Tab	Top of the Search tab before user types	Brand awareness, broad reach
Today Tab	App Store home page	High-visibility brand moments
Product Pages	Competitor and related app pages	Competitive conquesting

Start with Search Results. It's the highest-intent, most measurable, most controllable placement.

Account Structure

Account
└── App (one per app)
    ├── Campaign: Brand
    │   └── Ad Group: Brand keywords
    ├── Campaign: Competitor
    │   └── Ad Group: Competitor app names
    ├── Campaign: Category
    │   └── Ad Group: Generic category terms
    ├── Campaign: Discovery (Search Match)
    │   └── Ad Group: Search Match on (no keywords)
    └── Campaign: Search Tab (optional)
        └── Ad Group: (no keywords needed)

Why Separate Campaigns

• Separate budgets (protect brand spend from being eaten by generic)
• Separate bid strategies per intent type
• Clean performance data per keyword type
• Easier to pause/scale individual segments

Match Types