Irrelevant keywords don’t generate engagement, drain your list of canada cell phone numbers budget, and hurt the overall effectiveness of your Apple Search Ads campaigns. Keyword optimization never ends over time, you will find more data on whether a keyword is driving conversions and goals. Keyword optimization should be an ongoing process due to fluctuations in keyword popularity on the App Store, around various holidays or times of year. For example Summertime can increase the popularity of search terms related to exercise, travel, sports, and outdoor activities, which are important for many apps in the Lifestyle, Health, and Travel categories.
This is followed by increased bidding pressure from relevant competitors. Major events like Euro or the Summer Olympics can boost many branded keywords related to sports betting, sports watching, and sports betting apps, as well as many regular keywords related to sports betting. Dynamic expansion of a subcategory of apps for example, related to crypto finance or AI-generating content may introduce new search terms and impact bids for other related keywords used by apps outside of that subcategory.
Bid Optimization Apple Search Ads uses the second price mechanism to evaluate which ads to show. Therefore, participants actively bid to maximize their impression share for each keyword i.e. how often their ads are shown for a given keyword. Naturally, relevance has a huge impact on the algorithm visible in conversion rates and in-app engagement, so the role of ASO in budget optimization is undeniable.
