apple-search-ads
appeeky/aso-skills
Set up, optimize, and scale Apple Search Ads campaigns with keyword bidding, match types, and ROAS targeting.
What is apple-search-ads?
Apple Search Ads (ASA) is the App Store's native ad platform, reaching users with high purchase intent through keyword-based search and placement ads. Use this skill when setting up ASA campaigns, optimizing bids and keywords, structuring ad groups, routing to Custom Product Pages, or scaling spend based on conversion data.
- Architect account structure with separate campaigns for brand, competitor, category, and discovery keywords
- Configure match types (exact, broad, Search Match) and build keyword seed lists by intent tier
- Set starting bids and optimize CPT based on TTR, CVR, and impression share signals
- Link Custom Product Pages (CPPs) to ad groups for keyword-specific creative routing
- Audit campaign performance and identify top optimization priorities (negative keywords, bid adjustments, creative testing)
- Scale budgets safely using conversion benchmarks (CVR >30%, CPI <3× target, stable manual bidding)
How to install apple-search-ads
npx skills add https://github.com/appeeky/aso-skills --skill apple-search-adsHow to use apple-search-ads
- 1.Define your account structure: create separate campaigns for brand, competitor, category, and discovery (Search Match) keywords
- 2.Build a seed keyword list for each campaign tier using high-intent terms (brand names, competitor names, generic category terms)
- 3.Set starting bids by campaign type: brand $2–5, competitor $1–2, category $0.80–1.50, discovery $0.50–0.80
- 4.Create Custom Product Pages (CPPs) in App Store Connect and link them to ad groups for keyword-specific creative routing
- 5.Launch campaigns and monitor weekly: review search terms report, add negatives, check impression share, pause zero-conversion keywords
- 6.Optimize bids based on TTR (>5% target), CVR (>30% target), and CPT trends; scale budget only after hitting conversion benchmarks
Use cases
- Launch a new ASA campaign for a mobile app by structuring brand, competitor, and category ad groups with appropriate starting bids
- Improve TTR and CVR on underperforming ad groups by testing Custom Product Pages tailored to keyword intent
- Mine the search terms report weekly to identify high-performing keywords and move them to exact-match campaigns with higher bids
- Reduce wasted spend by adding negative keywords from irrelevant Search Match results and pausing low-conversion keywords
- Scale budget on proven campaigns once CVR exceeds 30% and CPI stays below 3× target LTV
- Mobile app marketers managing user acquisition through Apple Search Ads
- Growth managers optimizing app install campaigns and ROAS
- App store optimization (ASO) specialists integrating paid and organic strategies
- Product managers evaluating channel efficiency and LTV-to-CPI ratios
apple-search-ads FAQ
Use Search Match in a dedicated discovery campaign to find new relevant keywords automatically. Mine the search terms report weekly, then move top performers to exact-match campaigns with higher bids. This workflow balances discovery with control.
CPT (cost per tap) = spend ÷ taps; CPI (cost per install) = spend ÷ installs. Target CPT = target CPI × historical CVR. For example, if your target CPI is $2 and CVR is 50%, target CPT is $1. Adjust bids to hit your CPT target.
Scale only when: CVR >30%, CPI <3× your target LTV, bidding is stable and manual, your negative keyword list is maintained, and you've tested at least 2 Custom Product Page variants. Scaling too early wastes budget on inefficient keywords.
Separate campaigns let you control budgets independently (protect brand spend), set different bid strategies per intent tier, isolate performance data, and pause/scale segments without affecting others. Brand keywords typically convert higher and deserve higher bids.
Low TTR (taps) with high CVR (installs) suggests your creative doesn't match keyword intent. Test new Custom Product Pages with screenshots or copy more aligned to the keyword. For example, a 'yoga app' keyword should show yoga-themed screenshots, not generic app visuals.
Full instructions (SKILL.md)
Source of truth, from appeeky/aso-skills.
name: apple-search-ads description: When the user wants to set up, optimize, or scale Apple Search Ads (ASA) campaigns — including keyword bidding, match types, campaign structure, Creative Product Sets, CPP routing, and ROAS optimization. Use when the user mentions "Apple Search Ads", "ASA", "Search Ads", "Search tab ads", "Today tab ads", "CPT", "TTR", "Search Match", "exact match", "broad match", "CPP in ads", "ASA bidding", or "Search Ads budget". For Meta/Google UAC/TikTok paid UA, see ua-campaign. metadata: version: 1.0.0
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
| Match Type | How it works | Use for |
|---|---|---|
| Exact | Only triggers on exact keyword | High-value, proven terms |
| Broad | Triggers on variations, related terms | Discovery |
| Search Match | Apple auto-matches your app to relevant searches | Discovery campaign only |
Workflow: Use Search Match + broad in discovery. Mine the search terms report weekly. Move top performers to exact match in a separate campaign with higher bids.
Keyword Strategy
Seed List by Campaign
Brand campaign:
- Your app name (exact)
- Common misspellings
- Your developer name
Competitor campaign:
- Top 5–10 competitor app names (exact)
- Tip: bid lower, watch conversion — brand-searchers for competitors convert at lower rates
Category campaign:
- High-volume generic terms: "meditation app", "habit tracker", "budget planner"
- Long-tail terms: "meditation app for anxiety", "daily habit tracker free"
Use Appeeky to validate volume and difficulty:
GET /v1/keywords/metrics?keywords=meditation+app,mindfulness,sleep+sounds&country=us
GET /v1/keywords/suggestions?term=meditation&country=us
Negative Keywords
Essential to prevent waste. Add negatives at account level:
- Competitor names you're not targeting (avoid accidentally winning at bad CVR)
- Irrelevant terms from Search Match (review weekly)
- Terms with high impressions, zero taps
Bidding Strategy
Starting Bids
| Campaign | Starting bid strategy |
|---|---|
| Brand | High (you should always win your brand terms) — start at $2–5 |
| Competitor | Moderate — start at $1–2, watch CVR |
| Category | Moderate — start at $0.80–1.50 |
| Discovery | Low — start at $0.50–0.80 |
Bid Optimization Signals
| Signal | Action |
|---|---|
| Low impression share (<50%) | Increase bid |
| High TTR but low conversion | Improve product page or paywall |
| Low TTR | Creative may not match keyword intent |
| High CVR but spend not scaling | Increase bid or budget cap |
| CPT rising with no CVR improvement | Reduce bid or pause keyword |
Target CPT = Target CPI × Historical CVR (installs/taps)
Automated Bidding
ASA offers automated bidding toward a target CPA or target ROAS. Use only after:
- Campaign has 50+ conversions per ad group per week (minimum data)
- Manual bidding has established a baseline CPT
Creative Product Sets (CPS) and CPP Routing
Link Custom Product Pages (CPPs) to specific ad groups to show tailored creatives:
Ad Group: "yoga app" keyword → CPP: Yoga-themed screenshots
Ad Group: "sleep sounds" keyword → CPP: Sleep-themed screenshots
Ad Group: Competitor keywords → CPP: Comparison-focused screenshots
Why this works: Users searching "yoga app" see yoga screenshots instead of generic app screenshots. TTR and CVR both improve (typically +15–30%).
Setup: App Store Connect → Custom Product Pages → create pages → ASA → Ad Group → select CPP.
Metrics and Benchmarks
| Metric | Formula | Benchmark |
|---|---|---|
| TTR | Taps / Impressions | > 5% strong; < 3% investigate creative |
| CVR | Installs / Taps | > 50% good; < 30% review product page |
| CPT | Spend / Taps | Varies by category |
| CPI | Spend / Installs | Varies; compare to LTV |
| ROAS | Revenue / Spend | > 100% = profitable; target 150%+ |
Weekly Optimization Checklist
- [ ] Review Search Terms report → add top new terms to exact match campaigns
- [ ] Add new negatives from irrelevant search terms
- [ ] Check impression share per keyword → adjust bids where < 50%
- [ ] Pause keywords with 100+ taps and 0 installs
- [ ] Review TTR per ad group → test new CPS/CPP if TTR < 3%
- [ ] Check budget pacing — no campaigns hitting daily cap before noon
- [ ] Compare CVR across campaigns — Category vs Brand vs Competitor
Scaling Checklist
Before increasing budget:
- [ ] CVR > 30% on main campaigns
- [ ] CPI < 3× your target
- [ ] Bid strategy is manual and stable
- [ ] Negative keyword list maintained
- [ ] At least 2 CPP variants tested
Output Format
Campaign Audit
Account: [App Name]
Campaign Structure:
✓/✗ Brand campaign
✓/✗ Competitor campaign
✓/✗ Category campaign
✓/✗ Discovery campaign
Performance ([period]):
Impressions: [N]
Taps: [N] (TTR: [X]%)
Installs: [N] (CVR: [X]%)
CPI: $[N]
Spend: $[N]
Top issues:
1. [issue] — [recommended fix]
2. [issue] — [recommended fix]
Priority actions:
1. [specific change] — Expected impact: [rationale]
2. [specific change] — Expected impact: [rationale]
Related Skills
ua-campaign— Full paid UA across all channels (Meta, Google, TikTok)keyword-research— Identify keywords to target in ASAscreenshot-optimization— Build CPPs for keyword-specific creativesab-test-store-listing— Test product page CVR before scaling spend
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