Are Apple Search Ads just for paid installs? Think again.
Do Apple Search Ads help with keyword ranking and affect ASO? The answer is: yes, greatly.
We have a strategy where we drive downloads through keyword search by asking real people to search for your apps using your target keywords and then download your app. We have been able to manipulate keyword rankings using this hack as Apple thinks that those keywords are very relevant to your app.
Apple Search Ads is the ‘white hat’ way of doing this. Essentially, you will bid for keywords which are showing up as the number one source thereby getting the system to think that your app is more relevant than the other. This helps you rank better for the keywords that you are targeting.
They are running a new basic Apple Search Ads so check it out and run some test. If you have never done this before, you can get $100 right off the bat for running these campaigns. Remember that when running these campaigns, incorporate our tips such as using keywords which have lower difficulty, especially if you have low budget.
With iOS 11, you have to be extra thoughtful of the keywords you are placing in your apps, especially if you have a new app. Don’t just come up with anything clever, think it through. Target keywords which will be perfect for your app name.
Why Apple Search Ads Boost ASO (and What That Really Means)
When someone searches a keyword in the App Store and downloads your app — even through a paid ad — Apple interprets that as a strong signal:
“This app is relevant for that keyword.”
And what happens when Apple thinks your app is relevant? You start to rank higher organically for that search term.
Here’s how it works:
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You bid on a keyword in Apple Search Ads
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Your app appears first in the search results
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A user downloads it after searching that keyword
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Apple’s algorithm boosts your organic ASO ranking for that term
The Gray Hat vs. White Hat ASO Strategy
Steve mentions a gray hat strategy where real users are incentivized to search for a keyword and download an app — tricking Apple into believing your app is more relevant for that term.
But Apple Search Ads are the white hat version of that technique.
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✅ Apple-approved
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✅ Scalable
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✅ Data-rich for optimization
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✅ Helps Apple make money — so they like it
If you’re looking to stay compliant while still boosting ASO, this is the method for you.
Pro Tips: How to Use Apple Search Ads to Influence Keyword Rankings
Whether you’re on a shoestring budget or ready to scale, here’s how to make the most of it:
🎯 Target Keywords in Your App Name & Subtitle
These keywords already carry ASO weight. Bidding on them helps reinforce your app’s relevance even faster.
🧠 Choose Low-Difficulty Keywords
Start with less competitive terms to see quicker ranking improvements without overpaying.
💸 Take Advantage of Apple’s New Basic Plan
First-time advertisers can often get a $300 credit — a great way to test your top keywords risk-free.
Real Results: How One Developer 10x’d Revenue
A developer friend of Steve had a niche paid app. After a simple recommendation:
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He optimized his metadata
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Ran targeted Apple Search Ads campaigns
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Saw a massive boost in keyword rankings
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And 10x’d his app revenue
Proof that even small apps with a smart keyword strategy can win big.
Final Thoughts: Don’t Sleep on Apple Search Ads
Short answer? Apple Search Ads impact keyword rankings — greatly.
If you’ve been on the fence about running campaigns, consider this your sign to start. Whether you’re launching a new app or trying to breathe life into an old one, the combination of paid discovery + ASO optimization is one of the most powerful growth loops available.
Action Steps for Indie App Marketers
✔️ Choose 3–5 keywords from your app name/subtitle
✔️ Use Apple Search Ads to bid on those keywords
✔️ Monitor your organic rankings weekly
✔️ Double down on keywords showing traction
✔️ Test low-difficulty keywords first, then expand
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