In an era when user attention is expensive and competition in the mobile environment is increasing, it is important to use accurate and effective channels of engagement. One of these tools is Apple Search Ads (ASA), an advertising platform that helps apps find their audience exactly at the moment when they are ready for action.

Why ASA is not just an advertisement

ASA is not only a channel of attraction, but also:

• A source of valuable analytics (conversions, keys, behavior);
• Brand protection tool — allowing you to occupy top positions by the name of the application;
• A tool for long-term growth that affects organics (though not directly).

Apple Search Ads works where the user is already looking for a solution. Unsurprisingly, 70% of users find apps through search, and 65% of downloads occur immediately after — the ASA simply reinforces this intention.

Strategies: from launch to scaling

Using ASA, we build the system work in 4 stages:

1. Discovery — collecting and testing new keys;
2. Testing — checking conversions for specific queries;
3. Scaling — expanding to other countries, optimizing bids, adding new phrases;
4. Brand protection is the fixation of a position by its own name.

Important: each country is a separate campaign. Broad match is allowed in discovery, but for the rest — only exact, with mandatory negative keys.

How do we set up the ASA

To achieve sustainable growth, we:

• We create separate Ad Groups for each key to accurately manage bids and analytics.;
• We update metadata and visual elements in the App Store to increase conversions.;
• We use ASO platforms and ASA analytics to find new high-conversion queries.;
• We are experimenting with tap rates while maintaining a reasonable CPA.

Special attention is paid to visual ASO: this is crucial for turning clicks into installations. ASA and ASO go hand in hand — the former provides data, the latter provides results.

We scale competently

Scaling takes place in stages:

• We add new keys every 2 weeks.;
• We change the focus weekly: first we test the phrases, then we adjust the bids;
• More effective keys are bid increases, less effective keys are bid decreases.

Conclusion

The ASA is not a "magic button", but an accurate marketing machine that, if properly configured, provides sustainable growth and transparent analytics. It requires a methodical approach, regular experimentation, and close communication with ASO. But for teams seeking global growth, this is exactly the lever that is worth mastering.

If you are a resident of Astana Hub and plan to promote a mobile product, start with ASA. This channel has already established itself as one of the most conversion-driven in the iOS ecosystem.