5 App Store Keyword Rules You Should Know When Running Apple Search Ads

Because they appear above organic search results and look almost identical except for the "Sponsored" tag, Apple Search Ads help you stand out from the crowd. But securing the top spots can become more difficult.

If you've decided to run keyword-based campaigns with Apple Search Ads, it's critical to understand the app store keyword rules to win bids and push your app to the top of App Store searches.

Here are five app store keyword rules to follow when using Apple Search Ads.

Recognize App Store Searches

Thinking like a user is essential for app store optimization. What keywords are people using to find your app? Users search much differently on mobile than they do on desktop.

For example, on a desktop, a user might look for "best pizza Greenwich Village New York City," but in the App Store, they are much more likely to search "Food Delivery. That is why the most important App Store keyword rule is to search your app as if you were an App Store user to fully understand where your app appears (and does not appear) in search results.

Brand terms must be defended

It is also critical to create a comprehensive list of the terms that users may use to find your brand specifically and to focus on winning bids on those terms. While brand terms are important and should not be overlooked, it is also important to consider how app users who are unfamiliar with your brand may search for your app.

Also, make sure to bid on the brand terms of your closest competitors. If you're not bidding on your competitors' terms, you should be aware that they may be bidding on yours. Keep in mind that an ad will push the top organic position down the screen in App Store search results.

Use Discovery Campaigns to bring up high-performing keywords

Users are constantly inventing new ways to find what they're looking for in the App Store, including the use of ever-changing slang and jargon. A Discovery Campaign in Apple Search Ads is an excellent way to keep up with changes in search language and discover new keywords relevant to your app.

You can let Apple Search Ads match your ads to users based on their search terms by using Search Match. You can then mine these results regularly to find new keywords to include in your campaigns (experts recommend mining at least every two weeks). You should also look for irrelevant keywords discovered by Search Match and use negative keywords to remove them from future user searches.

Understand when users are more likely to look for you

During the holidays, mobile app installs and usage tend to increase. People use mobile apps for a variety of purposes when they have time off from work or school. Dating, gaming, news, and, most notably, shopping apps all see increased activity at the end of the year.

Utilize the best tools available

While Search Match is an excellent tool for finding new keywords, most marketers require a little more assistance when running campaigns. SEO keyword tools, both free and paid, can propel your app to the top of search results. Understanding your competitors' keywords can help you devise a campaign strategy that will propel your app to the top of search results. Finally, using an automatic bidding tool is frequently beneficial.

It can be difficult to reach new audiences in the increasingly crowded App Store, but following these five app store keyword rules can help your app get noticed!

The rules for app store keywords are only the tip of the iceberg. Use AppAds to turbocharge your mobile campaigns

Our App Marketing solution helps your app stand out among millions in the top stores through Apple Search Ads Campaigns. AppAds employs an advanced algorithm based on AI and machine learning to ensure that your ads reach your intended audience. Streamlined automation, optimization, and reporting can help you increase installs and user acquisition.