Tips for solving performance issues

Many factors can affect whether your ads receive impressions, including relevancy, max CPT bid amount compared with your competitors, and — for search results campaigns — the number of times customers on the App Store search for apps like yours.

Impressions aren’t guaranteed, but you can do a few things to improve your chances:

• Increase your maximum cost-per-tap (max CPT) bid.
  Many developers raise it gradually while monitoring results. For search results bids, you can refer to suggested bids on the Recommendations page as guides.
• Reach all eligible users.
  Instead of modifying settings to show your ad to specific audiences only, leave optimizations set to reach all eligible users. Your ad will display to a broader audience, helping you drive impressions.
  
  Learn more about audience settings

For search results campaigns, you may also want to:

• Turn on Search Match.

  Turn on Search Match.
This will enable automatic search term matching for your ad group.
• Analyze Search Match results.

  Doing so can help you identify search terms that are performing well. Once you know which terms work, add them as keywords at a higher max CPT bid.
• Check your cost-per-aquisition (CPA) cap.
  If you set your CPA cap too low or below your max CPT bid, you may miss out on valuable impressions and conversions.