Guide to Choosing Keywords for Apple Search Ads

Choosing the right keywords is a critical step in building a successful Apple Search Ads (ASA) campaign. The keywords you select will determine the success of your campaign, so it's essential to approach this task with care and thorough research.

Essential Steps in Selecting Keywords

When selecting keywords for your ASA campaign, the first thing to consider is the category in which your keyword will fall. There are three key categories you can use to organize your keywords:

tCore: These are the keywords that best describe your app's core features and value proposition. tCompetitor: These are keywords related to your main competitors in the market. tBrand: These are keywords that incorporate your app's brand name and unique selling propositions.

By categorizing your keywords, you can ensure that your keyword list is organized and avoid duplicating keywords across categories.

Researching Relevant Keywords

Once you have established the categories for your keywords, the next step is to identify specific keywords to target. There are several tools available that can help you quickly generate a list of relevant keywords.

For example, companies like Gummicube offer powerful tools for building out relevant keywords. However, if you don't have access to these tools, you can still conduct thorough keyword research by focusing on core terms that highlight your app's features. For instance, if your app is a casino game, you might start with broad terms such as:

t"casino game" t"cards" t"roulette" t"poker" t"poker games" t"win cash"

These terms should be highly relevant to your app and have the potential to convert well. It's important to remember that the goal is to identify keywords that align with your app's unique selling points and have a high likelihood of driving conversions.

Identifying Competitors for Your App

Another crucial aspect of keyword selection is identifying your top competitors in the app store. By focusing on apps with moderate to high traffic or download volumes, you can target keywords that are relevant to your app's offerings. Apple values relevance, so ensure that the keywords you choose are not only highly relevant but also specifically related to your app and its features.

To identify potential competitors, you can search the App Store and look for apps that are similar to yours. Make sure to choose competitors that highlight the same features and benefits that your app offers. This approach will help you stay competitive and drive more relevant traffic to your app.

Utilizing Discovery to Generate More Keywords

In addition to manually selecting keywords, you can also leverage the Discovery campaign feature in Apple Search Ads. This campaign uses search match "on" to generate additional relevant keywords. Apple's algorithm will pull in terms it deems relevant, and these keywords can then be targeted in your core, competitor, or brand categories.

By leveraging the Discovery campaign, you can expand your keyword inventory and potentially reach a wider audience. This approach is particularly useful if you're not sure about the keywords to include or if you want to test a broader range of terms.

Key Takeaways

Here are some essential takeaways to keep in mind when choosing and categorizing keywords for your Apple Search Ads campaign:

tTake your time with research: Thorough research is crucial to selecting the right keywords. tOrganize your keywords: Categorize your keywords into core, competitor, and brand categories to avoid duplication. tFocus on relevancy: Choose keywords that align with your app's features and benefits. tUse Discovery: Leverage the Discovery campaign to generate additional relevant keywords. tBuild momentum: Expanding your keyword inventory will help build momentum for your campaign.

By following these guidelines, you can build a strong and effective keyword list that drives more relevant traffic to your app and enhances your ASA campaign's performance.

Full disclosure: I work at Gummicube, the leading provider of App Store Optimization (ASO) and App Store Intelligence services. I invite you to reach out if you have any questions about Gummicube or DATACUBE.