The Future of App Growth: Beyond Promotion, Towards Precision with Apple Search Ads
The app industry has matured. The days of simply chasing installs are fading, replaced by a need for nuanced, data-driven growth strategies. This shift was a central theme at Business of Apps Berlin 2025, with a particularly insightful presentation from Viktor Orlov highlighting the enduring power – and often misunderstood complexities – of Apple Search Ads.
Why Intent Remains King in Mobile Acquisition
While new channels emerge constantly, Orlov argued that Apple Search Ads continues to be a remarkably strong acquisition source. The key isn’t efficiency or scale, but intent. Users actively searching within the App Store are demonstrably closer to a conversion than those passively scrolling through social media feeds. This direct intent translates to more stable pricing and less volatility in campaign performance.
This stability is a significant advantage in a landscape increasingly dominated by privacy changes and algorithmic shifts. As users become more discerning, and expectations rise, relying on channels fueled by explicit user intent becomes paramount.
The Power of Control: Single-Keyword Ad Groups and Relevance
Many teams approach Apple Search Ads with a broad-stroke mentality, bundling numerous keywords into single ad groups. Orlov challenged this approach, advocating for single-keyword ad groups. While seemingly tedious, this granular control is essential for understanding auction dynamics and optimizing for relevance.
“The more control you have, the better it works,” Orlov stated. “Control is the biggest success factor in Apple Search Ads.” This control isn’t about micromanaging bids. it’s about gaining a clear understanding of which keywords are performing, and why.
Outcompeting Organic: A Shift in Perspective
A common mistake, Orlov observed, is viewing other advertisers as the primary competition in Apple Search Ads. He reframed the challenge: the biggest competitor is the top organic result for a given query. Apple’s auction considers both paid and organic listings, and relevance to the organic leader is crucial for gaining impression share.
This perspective shifts the optimization focus from outbidding competitors to outperforming the best organic alternative. It’s a subtle but powerful change in mindset.
IPM: The Hidden Metric Driving Scale
While CPI and ROAS are standard metrics, Orlov highlighted the importance of IPM (Installs Per Thousand Impressions). Though not directly exposed by Apple, IPM – and its components of tap-through rate and conversion rate – are central to the auction algorithm. Improving IPM unlocks scale, leading to increased impression share and potentially lower CPIs.
Orlov described an “invisible wall” – a threshold of IPM that, when crossed, dramatically alters campaign performance. Relevance, isn’t just a best practice; it’s a prerequisite for unlocking significant growth.
Custom Product Pages: Untapped Potential
Despite Apple increasing the limit to 70 Custom Product Pages (CPPs) per app, many teams underutilize this powerful tool. Orlov argued that CPPs are the most effective way to improve relevance, matching messaging and visuals to specific keyword intent. Deep linking to relevant in-app features further enhances this alignment.
“Custom Product Pages are the most powerful tool in Apple Search Ads. And almost nobody uses them properly,” he emphasized.
Pricing as an Outcome, Not a Lever
Orlov challenged the notion that competition solely dictates CPI. For apps with in-app purchases, Apple has significant visibility into revenue, and keyword prices reflect category profitability. Even for apps without IAPs, Apple’s estimation is remarkably accurate.
“If a keyword is not profitable for you,” Orlov said, “it means it’s profitable for someone else.” This suggests that focusing on improving relevance and IPM is more effective than simply trying to lower bids.
The Future: Knowledge as a Competitive Advantage
As tools become increasingly commoditized, Orlov argued that knowledge – a deep understanding of how the Apple Search Ads auction works – will be the key differentiator. Category matters less than execution. Teams that prioritize learning and adapting will be best positioned to succeed.
Apple Search Ads doesn’t reward shortcuts. It rewards seriousness, discipline, and a commitment to understanding the underlying system.
Pro Tip
Don’t treat Apple Search Ads as a “set it and forget it” channel. Continuous monitoring, testing, and optimization are crucial for maximizing performance.
FAQ
Q: What is IPM and why is it important?
A: IPM (Installs Per Thousand Impressions) is a metric that combines tap-through rate and conversion rate. While not directly visible in Apple Search Ads, it’s a key factor in the auction algorithm, influencing impression share and scale.
Q: Are Custom Product Pages really that important?
A: Yes. They allow you to tailor messaging and visuals to specific keyword intent, significantly improving relevance and conversion rates.
Q: Should I focus on lowering my CPI?
A: Not necessarily. Focus on improving relevance and IPM. Pricing will often adjust accordingly.
Q: What is the biggest mistake teams develop with Apple Search Ads?
A: Failing to prioritize control and relevance, and treating the channel as a simple bidding war.
Did you know? Apple Search Ads auctions consider both paid and organic listings, meaning you’re not just competing with other advertisers, but also with the top organic result.
Want to learn more about app growth strategies? Explore more sessions from Business of Apps Berlin 2025 here.
