If you have a limited ad budget to spend with Apple Search Ads then you may want to ensure that you are bidding on the least expensive keywords to get the most bang for your buck.
Long tail keywords are often longer in length, less popular and less expensive but are more relevant and higher converting.
Shorter keywords may be really popular with lots of ad inventory but more expensive as many other apps are also competing for them.
Ideally, you would like to maximize conversions by spending your ad dollars on all of the less expensive long tail inventory first and then if there is budget left over invest some of it into the more popular keywords.
With a single campaign approach you will find that your budget is quickly exhausted on the popular keywords with little to no spend allocated to the long tail keywords.
To solve this problem you need to create a brand new campaign to contain only the popular keywords and give it its own dedicated daily budget.
This way you can still get some exposure with the popular keywords while ensuring your long tail keywords don’t get crowded out.
It can be advantageous to continue bidding on the popular keywords to help boost your organic ASO efforts as conversions for search terms driven by Apple Search Ads have been shown to also increase your organic ranking for those same keywords.
You may also want to experiment with targeting your ads to different audiences that are more likely to convert to paying users.
Apple Search Ads lets you define your audience at the Ad Group level based on if a user has not already installed your app, has already installed a different one of your apps, or just show the ad to everyone.
You can also select an audience based on demograpics such as gender, age or geograpic area.
Kitemetrics can help you maximize your Apple Search Ads budget by showing you which keywords lead to the most revenue.
Kitemetrics works with in-app purchases, subscriptions, paid up front apps and e-commerce. It even works when employing a cross promotion strategy between different apps.
Don’t have a Kitemetrics account? Join Kitemetrics today and start controlling your Apple Search Ads costs.