Apple's Search Ads strategy for stable growth and higher ROI: A Deep Dive
In a thought-provoking presentation at Business of Apps Berlin 2025, Viktor Orlov, an expert in Apple's Search Ads, revealed a strategic approach that challenges conventional wisdom. Orlov's key message: Apple Search Ads is not a mysterious channel but a structured system with clear incentives. The real challenge lies not in its complexity but in optimizing for the wrong metrics.
The Power of Intent and Stability
Orlov begins by highlighting the unique strength of Apple Search Ads. Unlike social media channels, Apple Search Ads thrives on intent. When a user types a keyword into the App Store, they are already close to making a purchase decision. This direct search intent signifies high purchase intent, making Apple Search Ads a powerful acquisition channel.
The stability of Apple Search Ads is evident in its pricing and volume. Prices fluctuate less dramatically than on social media, and volumes don't plummet overnight. While creative fatigue exists, it's not the primary constraint. Apple Search Ads rewards relevance over novelty, making it a reliable channel for sustained growth.
The Importance of Control and Relevance
Orlov emphasizes the significance of control in Apple Search Ads. Many teams mistakenly bundle dozens or hundreds of keywords into a single ad group, believing it to be efficient. However, this approach lacks control and understanding of the auction dynamics. Single-keyword ad groups, though initially tedious, provide the necessary control to decipher the auction's inner workings.
Relevance is the cornerstone of Apple Search Ads. Control enables teams to align their ads with specific keyword intent, ensuring Apple allocates impressions effectively. This relevance-driven approach is crucial for successful campaigns.
Competing with the Organic Giant
The biggest competitor in Apple Search Ads, according to Orlov, is the number one organic result. Paid ads compete directly with organic listings for attention, credibility, and clicks. If the top organic result is more relevant than your ad, Apple has little incentive to show your ad frequently, regardless of the bid.
This realization shifts the optimization focus. Instead of outbidding competitors, teams should strive to outperform the best organic alternative for that query.
IPM: The Hidden Hero
Orlov introduces Install Per Thousand Impressions (IPM) as a critical metric. While Apple doesn't directly use IPM, it relies on its components to determine impression allocation. IPM combines tap-through rate and conversion rate, providing a comprehensive signal of relevance.
Below a certain threshold, scale stalls, and campaigns feel constrained. However, crossing this threshold triggers a positive feedback loop. Impression allocation accelerates, volumes grow exponentially, and Cost Per Install (CPI) begins to decline.
Custom Product Pages: Relevance in Action
Orlov underscores the power of Custom Product Pages (CPPs) in Apple Search Ads. Despite Apple's expanded limit of 70 CPPs per app, most teams underestimate their potential. CPPs are where relevance becomes tangible, allowing teams to match messaging, visuals, and onboarding flows to specific keyword intent.
By optimizing CPPs, teams improve conversion rates, boost IPM, and increase impression share. Deep links further enhance this process by directing users directly to relevant features, offers, or flows, aligning with Apple's system.
Pricing: An Outcome, Not a Lever
Orlov challenges the notion that competition solely drives CPI. Apple's near-perfect visibility into revenue for apps with in-app purchases allows for accurate keyword pricing based on average profitability. For apps without IAPs, Apple estimates, and its estimates are remarkably accurate.
If a keyword is not profitable for a team, it means someone else finds it profitable. Apple Search Ads serves as a performance benchmark, and campaign failures are often due to execution gaps rather than channel issues.
Knowledge: The Missing Link
Tools have converged, offering similar features and dashboards. However, understanding the auction's intricacies is the key differentiator. Orlov emphasizes that knowledge is the most crucial factor in achieving results.
Across diverse case studies in fintech, utilities, mobility, and subscriptions, a consistent pattern emerged. Improved relevance led to lower prices, increased IPM, and accelerated scale. Execution trumped category considerations.
Apple Search Ads: A Channel of Honesty and Reward
Apple Search Ads demands a serious approach, rewarding teams that understand its system. It doesn't tolerate haste or shortcuts. Instead, it offers honest feedback through impression share, relevance, and conversion metrics.
The work may not be glamorous, but it's difficult to fake. Teams that embrace this approach are likely to reap significant rewards.
To learn more about Viktor Orlov's insights and the Business of Apps Berlin 2025 sessions, visit the official website: https://www.businessofapps.com/video/
About Viktor Orlov
Viktor Orlov leads Asapty's innovative team, leveraging his past app growth leadership and expertise in App Store auctions to optimize Apple Search Ads for mobile marketers worldwide. Asapty's platform offers intelligent automation and advanced testing to help businesses efficiently grow and scale with profitability.
