• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Roundtable discussion: Beyond Onsite
    Tackle the next phase of retail media over breakfast with Nectar360 and peers
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q4 2022
Back to Blog

Apple Search Ads Bidding Strategies Across 3 Different Campaign Types

Skai™

July  08, 2022
apple search ads bidding

For iOS users, the App Store is an important marketplace for quickly finding games, tools, and all the other apps that make our connected devices so useful that we’re rarely without them.

In fact, users spend the majority of their time on mobile–86%– in apps. However, because most mobile users are engaging via apps, Apple’s App Store is incredibly crowded. And in order to reach the top of those packed search results, Apple Search Ads bidding has become a bit of an art, especially since Apple makes no guarantees about which ads end up at the top.

According to Apple’s website: “Whether your ad shows over other advertisers bidding on that same query is determined by the combination of your app’s relevance to the search query and the amount of your bid.”

two men lounging on the couch on their smartphones.

3 Types of Apple Search Ads Bidding Strategies

In order to win the top spot in search results, which goes to the most relevant app with the winning bid, advertisers must master keyword precision while understanding how to bid enough to stay competitive without overpaying. But best practices for Apple cost-per-tap (CPT) campaigns—in which advertisers pay only for the number of taps on their ad—go beyond simply adopting the advanced option. Different types of CPT campaigns require different strategies. A brand new, evergreen campaign, for instance, requires a different approach than a seasonal or existing campaign.

Here are 3 best practices for Apple Search Ads bidding across different CPT campaigns.  

1) New Apple Search Ads (ASA) Campaigns

While no advertiser wants to overpay for a campaign, for new campaigns, hitting the sweet spot between a bid that is too high and one that is too low is often complicated. Luckily, Apple offers some help in finding the exact right bid. 

In order to calculate how much you should be bidding for new search ads, Apple suggests that advertisers first decide how much they are willing to pay for each new customer or action. From there, make an estimate of how many new customers are likely to tap your ad, download your app, and take other desired actions.

Finally, take that percentage from the overall amount you’d planned to spend on a new customer. That should be the max bidding for search ads. Apple also automatically presents a suggested max bid when you create a new campaign or ad group in Apple Search Ads. Use that number as a guide, while also using the Apple Search Ads bidding formula to make a final decision on max bids.  

2) Existing ASA Campaigns

Once you’ve gotten your Apple Search Ads bidding for new campaigns off the ground, it’s important to continue to monitor keywords and performance in order to adjust bids. For example, some keywords spike according to the season, so you don’t want to keep paying top prices in the winter for a keyword that really only performs in the summer.

 Here are a few times you might want to raise your bids:

  • Search Match is boosting conversions. Apple Search Ads can automatically match your ads to relevant keywords. If you notice that those terms are boosting conversions, you may want to up your Apple Search Ads bidding for them in order to earn more impressions. 
  • Keywords are delivering conversions below your cost per acquisition (CPA) goal. If your keywords are delivering conversions for less than the number you’d originally estimated, it might be worth it to up your bid to try and earn more impressions and conversions by gradually increasing your CPT goal. 
  • Popular keywords are not delivering impressions. If you’re not seeing the number of impressions you’d like from keywords that are highly relevant to your app, it may be time to increase your bid, then measure whether or not you see a boost in impressions and conversions. 

However, sometimes it is best to lower your Apple Search Ads bids, especially when the keywords you have bid on are earning taps but not converting. Lowering the bid will decrease your CPA while also likely still winning you some taps. 

clicking the app store icon on their iPhones

3) Promotional ASA Campaigns

Some campaigns are only meant to run for a short time, perhaps around holidays or other seasonal events. For instance, a workout app might want to do a big push to win New Year’s focused on keywords that have to do with fitness trackers or logging fitness journeys. However, those keywords are only likely to see a boost in taps and conversions for a few weeks, which presents a different challenge from those posed by new or existing campaigns designed to be evergreen. 

One of the best ways to see results for a promotional CPT campaign is to create a discovery campaign using the Search Match functionality in Apple Search Ads. Search Match will provide real-time reporting on keywords that are trending with searchers, and for campaigns that have a short shelf life, focusing your Apple Search Ads bidding on those seasonal keywords and then decreasing those bids when the seasonal rush is over might mean the difference between a successful promotion and one that disappears in a sea of search results. 

YouTube

By loading the video, you agree to YouTube’s privacy policy.
Learn more

Load video

PGRpdiBjbGFzcz0iX2JybGJzLWZsdWlkLXdpZHRoLXZpZGVvLXdyYXBwZXIiPjxpZnJhbWUgdGl0bGU9IlVubG9jayBncm93dGggd2l0aCBBcHBsZSBTZWFyY2ggQWRzIHwgU2thaSBXZWJpbmFyIiB3aWR0aD0iNTAwIiBoZWlnaHQ9IjI4MSIgc3JjPSJodHRwczovL3d3dy55b3V0dWJlLW5vY29va2llLmNvbS9lbWJlZC9nVFB1emR2ejJYST9mZWF0dXJlPW9lbWJlZCIgZnJhbWVib3JkZXI9IjAiIGFsbG93PSJhY2NlbGVyb21ldGVyOyBhdXRvcGxheTsgY2xpcGJvYXJkLXdyaXRlOyBlbmNyeXB0ZWQtbWVkaWE7IGd5cm9zY29wZTsgcGljdHVyZS1pbi1waWN0dXJlIiBhbGxvd2Z1bGxzY3JlZW4+PC9pZnJhbWU+PC9kaXY+

Skai’s App Marketing solution for Apple Search Ads and more

As part of Skai’s omnichannel marketing platform, our App Marketing solution helps your app stand out among millions in the top stores with Apple Search Ads, Google Universal App Campaigns, and more. Skai leverages an advanced algorithm based on AI and machine learning to ensure your ads reach your target users. Increase installs and user acquisition with streamlined automation, optimization, and reporting.

For more information, schedule a quick demo to see all of our Apple Search Ads innovations for yourself. 

Request a Demo

Related Posts

  • 3 iPhones lined up with the app store opened and the phrase photo filters typed into the search bar
    6 Things to Know About Apple Search Ads
    Read More
  • iPhone App store search for instrument lesson that offers apple search ad benefits.
    The Key Benefits of Apple Search Ads Automation
    Read More
  • New Custom Product Pages Offer App Marketers Powerful Creative Flexibility in Apple Search Ads
    Read More
  • Individual on their smartphone clicking on the App Store application.
    The Skai 5: Five Tips to Level Up Your Apple Search Ads Strategy
    Read More
  • Use Skai to Master Microsoft Search Advertising’s Responsive Search Ads (RSAs)
    Read More
  • A baby in a grass field with his hand up waving goodbye.
    Goodbye, Google Expanded Text Ads (ETAs); Hello, Responsive Search Ads (RSAs)
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!
Tags: Apple, Apps, Create, Optimize, Plan, Target, xPSx

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint