In this post, I’ll walk you through the exact campaign structure that’s helped countless indie app developers drive more installs — without burning through their budgets. Plus, I’ll show you how to set your ideal cost per tap (CPT) to hit your CPI goals right out of the gate.
Let’s dive in!
Why Apple Search Ads Are a Must for Indie Apps
Apple Search Ads aren’t just another traffic source — they’re one of the highest-intent channels for app installs. When someone is actively searching for an app like yours, you want to be front and center.
Done right, Search Ads can:
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Jumpstart downloads for new apps
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Boost ASO efforts with real user data
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Protect your brand against competitor bidding
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Drive sustainable growth without relying solely on organic reach
The Perfect Apple Search Ads Campaign Structure
For every country you want to target (U.S., Canada, Australia, etc.), set up four types of campaigns:
1. Exact Match Campaign (Highest Converting)
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What it is: Targets keywords you specifically want to rank for.
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Structure: One ad group per campaign. Keywords on exact match only.
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Goal: Maximize installs from high-intent searches.
Example:
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Keywords like “background noise,” “sleep sounds,” “relax melodies” for a sleep app.
2. Broad Match Discovery Campaign
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What it is: Lets Apple find related keyword variations.
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Structure: Add your exact match keywords as negatives here to avoid cannibalization.
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Goal: Discover new keyword opportunities.
3. Search Match Discovery Campaign
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What it is: Gives Apple freedom to find new relevant keywords automatically.
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Structure: No keywords added — just use Search Match ON and your core keywords as negatives.
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Goal: Tap into Apple’s AI for untapped keywords.
4. Brand Campaign (Optional but Powerful)
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What it is: Protects your brand from competitors bidding on your name.
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Structure: Exact match on brand-related keywords and variations.
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Goal: Own your brand’s search results — both paid and organic.
Pro Tip: Naming and Budgeting Your Campaigns
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Naming convention:
[Type] - [Country](e.g.,Exact - US) -
Budget setting:
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Set a high monthly cap (e.g., $50,000) to prevent throttling.
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Use a daily cap (e.g., $1,000) to control spend during testing.
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Device targeting: Focus on new users only.
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Country setup: One major country per campaign. (Bundle smaller countries if needed.)
How to Set the Right Cost Per Tap (CPT)
Here’s the golden formula:
Ideal CPT = Target CPI × Expected Conversion Rate
Average conversion rates to expect:
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Exact Match: 30–40%
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Broad Match: 20–35%
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Brand Campaign: Highest (40%+)
Example Calculation:
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If you want a $2 CPI and your Exact Match conversion rate is ~30%:
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$2 × 0.3 = $0.60 CPT
✅ Start conservatively.
✅ Ignore Apple’s suggested CPTs — they tend to be too high.
✅ Always adjust based on real performance data.
Key Setup Tips to Avoid Common Mistakes
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Link your App Store Connect to Apple Search Ads before creating campaigns.
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Turn OFF Search Match for everything except the Search Match campaign.
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Use exact match negatives in discovery campaigns to avoid overlapping.
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Start with a robust keyword list for your Exact Match campaigns.
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Target only new users for acquisition-focused campaigns.
Conclusion: Get Ahead with Smart Apple Search Ads Strategy
Apple Search Ads aren’t about luck — they’re about precision.
By structuring your campaigns the right way and setting your cost per tap based on realistic conversion rates, you can hit your CPI goals while scaling your app downloads. Start small, test aggressively, and double down on what’s working.
Actionable next steps for you:
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Set up your Exact, Broad, Search Match, and Brand campaigns today.
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Calculate your starting CPT carefully.
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Monitor your conversion rates weekly — and optimize based on real data.
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Stay tuned for the next part of this series where we’ll dive into scaling campaigns and lowering your cost per install even further!
Video Highlights
00:34 – Setting up the campaign structure for each geography/country
00:54 – First campaign: Exact Campaign
01:21 – The Broad Match campaign
02:02 – The Search Match campaign
02:53 – The Brand Match campaign
03:34 – The averages of conversion rate
04:28 – A demonstration on how to set up your first campaign
Apple Search Ads:
https://searchads.apple.com/
Get our greatest growth hacks to increase downloads & revenue:
http://www.appmasters.com/training
