Search Match in Apple Search Ads

What is Search Match?

Search Match is a default feature in Apple Search Ads Advanced that automatically matches your ad to relevant user searches on the App Store. It uses various data sources, including your app’s metadata, information about similar apps, and other search data, to determine the most relevant search queries for your ad. This automation allows your ads to appear for search terms you might not have considered, potentially expanding your app’s reach to a broader audience.

How Search Match Works

When you enable Search Match, Apple’s system starts to automatically match your ads with users’ search queries based on relevance. The system leverages multiple resources to determine this relevance:

• App Store Metadata: Information from your app’s title, subtitle, description, and keywords.
• Similar Apps: Data about other apps in the same category or genre.
• User Search Data: Historical search data and trends.

This means your ads will be shown to users who are searching for apps similar to yours or using search terms relevant to your app.

Benefits of Using Search Match

1. Simplicity: Search Match simplifies the process of setting up an ad campaign by automatically selecting relevant keywords for you. This is particularly beneficial for those new to Apple Search Ads or those who lack the time or resources to manage keyword selection manually.
2. Discover New Keywords: It can help you uncover valuable search terms that you might have overlooked, enhancing your keyword strategy.
3. Adapt to Trends: Search Match can tap into the latest search trends and lower-volume terms without requiring constant manual updates.
4. Broader Reach: By automatically matching your ad to a wide range of relevant searches, Search Match can increase your app’s visibility and potentially drive more installs.

Best Practices for Implementing Search Match

1. Use in Discovery Campaigns: Create a dedicated campaign or ad group for Search Match to identify high-performing search terms. This can help you discover new keywords to add to your manual campaigns.
2. Monitor Performance: Regularly review the search terms that Search Match is connecting to your ad. Identify high-performing terms and consider adding them as keywords in your other campaigns.
3. Combine with Keyword Targeting: Use Search Match alongside your manually selected keywords for a comprehensive approach. This ensures you cover both broad and specific search queries.
4. Utilize Negative Keywords: Add irrelevant or underperforming search terms as negative keywords to refine your targeting and improve ad relevance.
5. Optimize Metadata: Ensure your app’s metadata (title, subtitle, keywords) accurately reflects your app’s features and functionality to improve Search Match relevance.

Measuring Search Match Performance

To evaluate the effectiveness of Search Match, focus on these key metrics:

• Impressions: The number of times your ad is displayed.
• Taps: The number of times users tap on your ad.
• Tap-Through Rate (TTR): The percentage of impressions that result in taps.
• Installs: The number of app installations resulting from your ad.
• Conversion Rate: The percentage of taps that result in installs.

Compare these metrics for your Search Match campaigns against your keyword-targeted campaigns to gauge performance and make informed decisions about budget allocation.

When to Use Search Match

Search Match is particularly useful in the following scenarios:

1. New App Launches: When you’re unsure which keywords will perform best for your app.
2. Entering New Markets: When you’re unfamiliar with local search behaviors and language nuances.
3. Complementing Existing Campaigns: To capture additional relevant traffic that your manual keyword selection might miss.
4. Keyword Research: As a tool to discover new, high-performing keywords for your other campaigns.

Limitations of Search Match

While Search Match offers many benefits, it’s important to be aware of its limitations:

1. Less Control: You have less control over exactly when and where your ads appear compared to manual keyword targeting.
2. Potential for Irrelevance: In some cases, Search Match might connect your ad to less relevant searches, potentially affecting your ad’s performance.
3. Budget Considerations: Because Search Match can trigger your ad for a wide range of searches, it may consume your budget more quickly than more targeted approaches.

Conclusion

Search Match is a powerful feature in Apple Search Ads that can significantly enhance your app’s visibility and reach in the App Store. By automating the process of connecting your ad to relevant searches, it saves time and uncovers valuable keywords you might have missed. However, like any tool, it’s most effective when used strategically alongside other targeting methods.To make the most of Search Match, implement it as part of a comprehensive Apple Search Ads strategy. Use it for discovery, regularly monitor its performance, and use the insights gained to refine your overall keyword strategy. By doing so, you can leverage the full potential of Search Match to boost your app’s visibility and drive quality installs in the competitive App Store landscape.