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Admiral Media has managed $20M+ in Apple Search Ads spend for mobile game publishers. We capture high-intent iOS users actively searching for games — at lower CPA and higher D30 ROAS than any other channel.
Dominate iOS with Apple Search Ads Get a Free AuditFrom keyword research to SKAN 4.0 measurement — full-cycle ASA management for iOS game publishers.
We combine broad discovery via Search Match with high-precision Exact Match keyword bidding to maximise volume without wasting budget.
Four-campaign architecture: Discovery, Brand, Category, and Competitor — each with independent bidding logic and negative keyword lists.
Systematic testing of Creative Sets across screenshot variants and preview video cuts. Data-driven selection of top-performing assets.
Genre keywords, competitor terms, and intent signals curated from Apple’s Search Match data and first-party install cohorts.
CPP-aligned campaigns with dedicated product pages for each audience segment — genre intent, competitor audience, and branded searches.
Conversion value schemas mapped to D7 ROAS milestones. MMP cohort data layered in for full-funnel LTV modelling.
From keyword research to scaled iOS installs in five structured steps.
Deep genre keyword analysis using Apple Search Ads Popularity scores, competitor creative spy tools, and Search Match signal data.
Build Discovery, Brand, Category, and Competitor campaign layers with independent budgets and negative keyword cross-exclusions.
Configure Creative Sets aligned to Custom Product Pages. Each segment gets tailored screenshots and preview videos for maximum CVR.
CPT bids managed weekly using TTR, CVR, and D7 ROAS signals. Keyword-level bid adjustments prevent wasted spend on low-LTV installs.
Custom Product Page variants tested monthly against install CVR and D7 retention benchmarks. Winners get promoted to primary CPP.
4.1x D30 ROAS on ASA. Category campaign drove 60% of installs at CPA 28% below Meta. CPP testing improved CVR by 22%.
Competitor keyword campaign yielded CPA 35% lower than the genre average. D1 retention 18% above blended channel average.
Discovery campaign scaled to $80K/month on ASA. Search Match surfaced 200+ new intent keywords not previously targeted.
Why use Apple Search Ads for mobile games?
ASA captures high-intent iOS users actively searching for games in the App Store. Average D1 retention for ASA installs is 15–20% higher than other paid channels because users have explicit install intent. It’s the highest-quality iOS install source available.
What keywords should mobile games target on ASA?
Genre keywords (e.g. “puzzle game”, “RPG”), competitive keywords targeting similar titles, and branded terms. Discovery campaigns surface new intent signals automatically — we typically find 100–300 additional converting keywords within the first 60 days.
How do you measure Apple Search Ads for games?
SKAN 4.0 conversion values are mapped to D7 ROAS events by configuring your MMP’s post-install event schema. We then combine SKAN data with MMP cohort reporting for a full-funnel view of install quality, retention, and LTV by keyword group.
Admiral Media’s ASA specialists will audit your keyword coverage, Creative Set setup, and SKAN configuration — free.
Dominate iOS with Apple Search Ads
