How many keywords are you bidding on for your Apple Search Ads (ASA<\/a>) campaigns? <\/strong>If your answer is 10\u2014even 50<\/em>\u2014or fewer, you\u2019re leaving a lot of potential untapped. In this post, we\u2019ll unpack why having more keywords is important and how to go about finding them efficiently and effectively.<\/p>\n Incorporating more keywords into your ASA bidding strategy has myriad benefits, including:<\/p>\n While some brands have the resources to manage hundreds or even thousands of keywords spanning different global markets, most brands will certainly find it difficult, if not impossible, to reach that level.<\/p>\n The promise of automation and generative AI is changing the script for how marketers approach and manage Apple Search Ads. Marketers now have the ability to test large cohorts of new keywords, manage bid adjustments automatically, and tailor optimization logic based on target cost per acquisition (CPA)<\/a> or cost per goal (CPG)\u2014thereby ensuring that their keyword discovery process doesn\u2019t break their budget.<\/p>\n Let\u2019s look at what scaling and diversifying your keyword mix can achieve when leveraging always-on automation and AI.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n To discover new, diverse keywords for your campaigns, you should always start with research. Begin by defining your audience. Who are your ideal users? What keywords might they use to find apps like yours? Apple Search Ads keyword suggestion tools can help you identify relevant and high-traffic keywords.<\/p>\n Next, analyze competitors and research their keywords. You can gain insights by reviewing their app descriptions and titles, as well as the keywords they bid<\/a> on.<\/p>\n A third-party campaign management tool such as Search Ads Maven powered by Kochava can speed up the keyword research and discovery process using keyword intelligence tools and suggestions from generative AI<\/a>. AI helps you think outside of the box to uncover additional keywords your standard sources aren\u2019t turning up.[\/vc_column_text][image_with_animation image_url=”1443″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”custom” max_width_custom=”90%”][vc_column_text css=”.vc_custom_1708986747526{margin-top: 10px !important;}”]Within the Search Ads Maven Keyword Analysis dashboard, marketers can generate AI keyword suggestions based on:<\/p>\n Once you have a list of new keywords, you can either pick and choose individual keywords to add to your campaign or bulk add the entire list. Now comes the process of testing the keywords to determine which will actually perform and facilitate your growth goals.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1709149701131{padding-bottom: 10px !important;}”]\n Efficiently testing a considerable volume of newfound keywords can be overwhelming when managed manually. Any marketer who has tried this knows how many levers have to be pulled and how much time it takes. You\u2019ll need to add the new keywords into various campaigns and ad groups, set initial minimum and maximum bids, manually monitor performance, make bid adjustments, and ensure that you don\u2019t blow your budget on a keyword that proves a dud. Here is where automation can be a marketer\u2019s best friend.<\/p>\n Within Search Ads Maven, marketers can utilize Keyword Optimization Journey. This tool templatizes a five-phase process that drives exploratory spend toward new keywords to gain enough traffic volume to gauge performance potential. The following diagram shows how the automation logic auto-adjusts your bidding strategy to achieve impressions, then gain taps, installs, and post-install goal completions. Only keywords that successfully make it to the final phase become established and automatically incorporated into your dedicated campaigns.[\/vc_column_text][image_with_animation image_url=”1665″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1709149709295{padding-bottom: 10px !important;}”]\n Continually optimizing your keyword bidding strategy across existing and newly added keywords can be even more time consuming than hunting down new ones. As market forces change, so does keyword performance, and it is challenging to monitor and respond fast enough to stay ahead. All too often, you find yourself reacting to missteps and wasted spend that you glimpse in the rearview mirror. Unfortunately, by that point the damage to your budget is already done, and windows of opportunity have passed. Employing always-on automation, however, gives your ASA campaigns, ad groups, and keyword bids the power to react hourly to changing conditions that are impossible to keep up with otherwise.<\/p>\n Let\u2019s look at a real-world success story leveraging automation.<\/p>\n The following graph displays the keyword mix of an e-commerce app on the App Store before and after leveraging automation through Search Ads Maven. Each colored box within a bar represents a distinct keyword, with the height proportional to the volume of total spend for that day. The red hues<\/span> indicate a return on ad spend (ROAS) that is less than 1 for the spend (the darker the red, the worse the ROAS). Blue hues<\/span> indicate ROAS larger than 1 (the darker the blue, the better the ROAS).<\/p>\n Left of the divider line, depicting the time before automation was deployed, all the app\u2019s spend is confined to only a small volume of keywords, many of which are underperforming\u2014some driving significantly negative ROAS. Right of the line, the app has activated a cohort of new keywords into the Keyword Optimization Journey, while also using automation rules to optimize existing keywords.[\/vc_column_text][image_with_animation image_url=”1683″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default” margin_top=”10″ margin_bottom=”10″][vc_column_text css=”.vc_custom_1708987386760{padding-top: 10px !important;}”]Notice the significant increase in the mix of keywords as illustrated by the many different blocks in each bar on the right. With ongoing optimization, underperformers are quickly identified and removed from bidding, while strong pockets of positive ROAS emerge for both pre-existing and new keywords.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1709149715713{padding-bottom: 10px !important;}”]\n Breaking down the results even further, let\u2019s look at a specific keyword that was consuming most of the brand\u2019s spend prior to automation. The left side of the following graph shows this keyword taking the majority of spend, yet resulting in moderate-to-severe underperformance. The right side shows the same keyword\u2019s performance post-automation, now producing peaks of positive ROAS with far less spend.[\/vc_column_text][image_with_animation image_url=”1682″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1709149721746{padding-bottom: 10px !important;}”]\n In this final graph, an ignored keyword with little to no spend clearly performs poorly while managed manually by the app\u2019s marketing team. Once automation is applied, the same keyword comes to life and reveals its potential, earning more spend prioritization and driving highly positive ROAS.[\/vc_column_text][image_with_animation image_url=”1684″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n Automation is key when it comes to diversifying and optimizing your keyword bidding strategy on ASA. The team at Search Ads Maven leverages a built-in Automation Studio<\/a> to help customers build an automation strategy with fully transparent logic based on each customer\u2019s goals and KPIs.<\/p>\n Embrace automation to eliminate the hassle of laborious, hands-on campaign management, gain transparency, and save precious time. With the hours saved, you can break free from the muddy trenches and focus on strategic thinking that propels success.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_margin=”-50px” left_margin=”-10″ text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”1461″ image_size=”full” animation_type=”entrance” animation=”None” animation_movement_type=”transform_y” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” top_margin=”-50px” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” gradient_type=”default” shape_type=””][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n If you\u2019re interested in a free test of Apple Search Ads automation tools or want more information on diversifying your keywords, request a demo<\/a> of Search Ads Maven or contact us at support@searchadsmaven.com<\/a>.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\n [\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":" [vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” 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column_shadow=”none”…<\/p>\n","protected":false},"author":9,"featured_media":1667,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,15],"tags":[],"class_list":{"0":"post-1660","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-education","8":"category-best-practices"},"_links":{"self":[{"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/posts\/1660","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/comments?post=1660"}],"version-history":[{"count":7,"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/posts\/1660\/revisions"}],"predecessor-version":[{"id":1769,"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/posts\/1660\/revisions\/1769"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/media\/1667"}],"wp:attachment":[{"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/media?parent=1660"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/categories?post=1660"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.searchadsmaven.com\/es\/wp-json\/wp\/v2\/tags?post=1660"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
Enter Automation and AI<\/h2>\n
Keyword Research and Discovery on Apple Search Ads<\/h2>\n
\n
Testing and Proving Out New Keywords<\/h2>\n
Ongoing Keyword Optimization<\/h2>\n
Turning Negative Keywords Positive<\/h2>\n
Investing in Long-Tail, Ignored Keywords<\/h2>\n
Always-On Automation Is Key on Apple Search Ads<\/h2>\n
Test Out Automation<\/h2>\n