Choose keywords
Keywords are relevant words or terms someone may use when searching for an app like yours. You bid on keywords to trigger and include your ad within relevant App Store search results, so when an App Store user types in a search query that includes one of your keywords, your ad could appear.
Apple Search Ads knows a lot about your app and its genre, and it can provide a list of keyword recommendations to save you time. You can also add keywords of your own. If that’s the case, Apple Search Ads suggests a further set of keywords related to the ones you’ve provided. You can choose to use them or not. It’s up to you. You can also bulk upload keywords using a spreadsheet in the Keywords tab within the Campaigns dashboard.
Download the keyword template here
If you want to choose your own keywords, here are a few tips:
Think like your customers.
Consider the search terms someone might use to find your type of app. Which words explain the need your app meets or the service it provides?
For example, if your app is a new camera app with some unique filters that aren’t available anywhere else, you’ll want to start with the basics, such as your app’s name. But then, think about what your app can do. Terms like colour editor, picture editor and photo editor might be successful at driving downloads.
Try both general and specific keywords.
General keywords should still be relevant to what your app offers. Otherwise, your ad is unlikely to make it into the auction for those searches. Using general keywords helps you reach a wider audience, but they might be more competitive, requiring higher bid amounts.
When you choose specific keywords, your ad may show for search queries that are more narrowly related to your app. Specific search terms can help you improve the rate of ad taps to conversions. But if keywords are too specific you may not reach as many customers as you’d like.
Here’s how each might look, again using the example of a camera app that offers unique filters:
General keyword
Consider using camera app to increase the likelihood that your app is considered for relevant searches.
Specific keyword
A keyword like photo editor explains what your app does and can help you narrow down your audience.