Practitioner pattern · Dilip Reddy (Founder of Search Ads Optimization, a platform for managing and scaling Apple Search Ads)
Copy your search ads into new countries and start with very low bids
Some apps see surprising results in new markets; no numbers
Workedapple-search-adsmarket-selectionlocalization
What they did
Instead of only tier-1 countries, add as many countries as possible: a handful of localized keyword sets (Spanish, Portuguese, German, French) covers most of Latin America and Europe, and elsewhere Apple defaults to English. Copying campaigns takes minutes. Test newly opened storefronts (in 2024, Brazil and about six other Latin American countries). In any new storefront, start with bids so low they get no impressions and raise gradually, because a high start (e.g. $10) may pay double for ~90% of the same installs.
What happened
People are seeing surprising results in the new countries.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · Marketing Your App More Efficiently with Apple Search Ads — Dilip Reddy, Search Ads Optimization“But now I'm noticing a trend of adding as many as countries as possible, because if you think about it, there's only like five, six localizations that we have to”
“And people are seeing some surprising results. Um, so my ad- advice is test these countries”
“Yeah, whenever there's a new storefront, my go-to is start with bids like too stupidly low that will never get impressions, but that's fine. We can always increase it.”
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