Practitioner pattern · Dilip Reddy (Founder of Search Ads Optimization, a platform for managing and scaling Apple Search Ads)
Bid bad keywords very low instead of deleting them, and retry in 2-3 months
Keeps keywords that may later become the most profitable; no numbers
Unknownapple-search-ads
What they did
When a keyword or matched search term underperforms (e.g. a yoga ad showing on 'Peloton'), find the keyword causing it and bid it down so low that installs are very cheap or Apple stops showing the ad, then retry in two or three months. Only add a negative keyword when the term is consistently bad and clearly never a fit. Avoid the common advice of removing any keyword that doesn't make revenue in the first week, since competitors' bids change week to week.
- Stage
- any
In their words
Sub Club by RevenueCat · Marketing Your App More Efficiently with Apple Search Ads — Dilip Reddy, Search Ads Optimization“Usually, I just go in there and tone it down to really stupidly low that either we get really, really cheap like installs, or app we force Apple to not show our ad.”
“But if I bid low, and I can re- retry later, two, three months, and see how is it performing”
“I notice some um advice that, yeah, just remove negative, any keywords that don't generate revenue in first week. That is really not great a strategy, in my opinion”
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