Let's break down the Apple Search Ads keyword categories into two distinct parts: Apple Search Ads keyword categories by type and Apple Search Ads keywords by objective.
Apple Search Ads Keywords by Type
There are three primary types of keywords that Apple campaigns focus on - brand keywords, category keywords, and competitor keywords. Here's a closer look at each of these categories:
Brand Keywords
Brand keywords encompass your brand name, tagline, or hashtag. These keywords hold significant value as they represent your brand identity. Achieving 100% Share of Voice (SoV) for these keywords in the App Store is crucial. For instance, if your brand is "RummyPass," your brand keywords could include variations like "Rummy Pass," "Rumy Pass," or "Rammy Pass." Additionally, taglines or hashtags associated with your brand can also be included.
Focusing on brand keywords is vital for app marketers aiming to establish a strong brand presence in the App Store. It's essential to invest in these keywords, especially if there is existing buzz around your brand outside the App Store. Including common misspellings of your brand name is advisable to prevent any lead leakage during searches.
Category Keywords
Category keywords are search queries related to your app's category. These keywords target users with high intent, even if they may not be specifically aware of your brand. Utilizing category keywords expands your audience reach significantly compared to brand keywords.
Users targeted through category keywords fall into two main groups:
- Users familiar with apps in the category seeking better alternatives.
- First-time users exploring the category for a positive initial experience.
Focusing on category keywords in Apple Search Ads campaigns enhances contextual advertising efforts, maximizing reach and aiding in:
- Identifying high-converting user personas.
- Enhancing brand representation for increased appeal and loyalty.
- Discovering new audience personas and keyword suggestions to optimize bids and improve conversion metrics.
For example, if you run an organic produce delivery app named "FarmtoPlate," your category keywords could include phrases like "online grocery app," "fresh vegetable delivery," and "farm-to-table organic fruits."
Competitor Keywords
Similar to brand and category keywords, competitor keywords target search queries commonly associated with direct competitors. When confident in your app's standing and ready to compete directly, leveraging competitor keywords can be beneficial.
Competitor keywords may include your competitor's brand name, tagline, hashtag, or unique selling points (USPs). By using competitor keywords, your ads can appear alongside competitors', showcasing alternative options to users and highlighting your distinctive offerings.
This strategy is recommended for players prepared to challenge competitors directly, possess competitive features, and have the budget to support such campaigns. Leveraging competitor keywords helps differentiate your app, attract users, and emphasize what sets you apart in the market.
Apple Search Ads Keywords by Campaign Objective - Brand Building, Scaling Conversions
In addition to categorizing keywords by type, Apple Search Ads campaigns can also be organized based on how you intend to utilize them. Let's explore some key strategies:
Multilingual Keywords
With a vast majority of smartphone users worldwide not being native English speakers, incorporating a multilingual keyword strategy is crucial for iOS apps targeting global markets like Latin America, Europe, and Asia.
When implementing a multilingual Apple Search Ads keyword strategy, consider:
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Vocabulary differences in similar languages to avoid misunderstandings.
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Pop culture trends influencing user search queries and language preferences.
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Dialectical variations in English keywords based on commonly used dialects.
Seasonal Keywords
Seasonal keywords are utilized during specific events like holidays, sales, or celebrations. While these keywords can drive short-term ROAS goals, they often come with high competition. Effective seasonal keyword strategies work well for categories such as Shopping, Travel, Food and Drinks, Finance, and Gaming.
When using seasonal keywords, ensure to schedule and pause campaigns after the peak season to prevent unnecessary budget leakage.
Special Keywords
Special keywords focus on moment marketing for viral trends, product launches, or special announcements. These keywords are valuable for apps in entertainment, photo/video editing, and social media categories. By staying aware of emerging trends, you can leverage special keywords to capture audience attention swiftly.
While special keywords offer a quick way to engage a large audience, having a well-defined execution plan is essential to avoid last-minute campaign rushes.
By categorizing your Apple Search Ads keywords effectively and aligning them with campaign objectives, you can optimize your ad campaigns for maximum impact and reach.
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