Apple Search Ads Audit: How to Fix What’s Not Working and Scale What Is

Apple Search Ads: High-Intent, High-Risk?

Apple Search Ads (ASA) is a powerful tool for capturing high-intent users actively searching for your category or features. But unlike platforms such as Meta or TikTok, ASA rewards alignment and precise targeting, not just clever creatives.

Without segmented campaigns, clear keyword-to-CPP alignment, and structured account management, your CPA skyrockets, and your ROAS suffers. Simply put, ASA needs ongoing audits, not just increased budgets.

What's Included in an Effective ASA Audit?

At OtherWayAround, we run comprehensive ASA audits that analyze performance across these critical areas:

Keyword-Level Metrics

• Impression Share (IS): How frequently is your app shown for targeted keywords?
• Tap-Through Rate (TTR): Is your ad capturing user interest?
• Conversion Rate (CVR): Do users install your app after tapping?

CPP (Custom Product Page) Performance

• Do your CPPs align directly with the keywords in each ad group?
• Are the messaging, screenshots, and features matching search intent?
• Do your CPPs perform better than your default product page?

Account Structure

• Are campaigns segmented by keyword match types (exact vs. broad)?
• Are discovery campaigns effectively identifying new, profitable keywords?
• Do your budgets separate brand, generic, and competitor segments?

Without a strong account structure, your ASA spend can quickly spiral out of control.

Semantic Campaigns: Aligning ASA and Organic

One of our most impactful insights has been connecting ASA with organic ASO strategies. Here's how we leverage Semantic Campaign Structures:

Step 1: Group Keywords by User Intent

For example, a fitness app might be segmented as follows:

• Segment A (General Intent): “workout tracker,” “fitness app,” “step counter”
• Segment B (Specific Intent): “HIIT workout,” “30-minute workouts,” “home fitness plan”

Step 2: Align Each Segment with a Custom Product Page (CPP)

• Match ad groups with tailored CPPs that directly address the user intent.
• Analyze performance by segment, not just keyword, to scale intelligently.

This strategic alignment makes your ASA campaigns scalable, localized, and highly efficient.

Core ASA Metrics You Must Track

Consistent tracking is essential. Here’s what we measure and why it matters:

Core Performance Indicators

• TTR (Tap-Through Rate): Indicates ad appeal.
• CVR (Conversion Rate): Reveals the effectiveness of your landing page.
• CPT (Cost per Tap): Measures cost efficiency.
• CPA (Cost per Acquisition): Reflects real user acquisition cost.
• ROAS (Return on Ad Spend): Evaluates long-term profitability based on user LTV.

Growth Drivers

• Keyword Volume: Potential scalability of keywords.
• Impression Share (%): Competitive visibility.
• Quality Signals: Ratings, reviews, and overall store listing quality.

Pro tip: Identify and adjust high-volume keywords with low ROAS. Either optimize their CPPs or pause them temporarily.

Turning Audit Insights into Immediate Action

Your audit findings should translate directly into actionable next steps:

Pause Immediately:

• Keywords with low TTR combined with high CPA (irrelevant or poorly targeted).
• Broad match keywords consistently yielding low ROAS.
• CPPs performing worse than the default store page.

Double Down on Winners:

• Keywords capturing over 50% impression share with strong ROAS.
• CPP and messaging combinations outperforming benchmarks.
• Special CPPs tailored for promotional or seasonal traffic.

Prioritize Strategically: Build a clear performance matrix:

Search Volume × Expected CVR × ROAS Potential

This prioritization helps allocate your budget wisely, ensuring you invest in the highest-impact opportunities rather than relying on guesswork.

Ready to Elevate Your ASA Game?

Regular ASA audits aren't optional; they're essential for sustained app growth.

Book your ASA Audit session with us to quickly identify performance bottlenecks and unlock your app's full acquisition potential.