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The Two Apple Search Ads Campaigns Every Indie App Marketer Should Run

I’m Steve P. Young, founder of AppMasters.com, and today, I’m breaking down two essential Apple Search Ads campaigns you must be running — whether you’re launching a new app or trying to lower your cost-per-install (CPI) without wasting thousands on guesswork.

Let’s dive into the fastest way to grow downloads, test your paywall, and find product-market fit.

Why Apple Search Ads Should Be Your Secret Weapon

Apple Search Ads (ASA) offer something few platforms can:
Intent-based traffic.

When someone searches for “rain sounds” or “sleep sounds,” they’re already looking for an app like yours.
That means higher conversion rates, lower CPIs, and a direct shot at valuable users.

Unlike Facebook ads or TikTok, where you’re interrupting users, Search Ads capture users exactly when they want you.

The 2 Must-Run Apple Search Ads Campaigns

1. Exact Match Campaign: Laser-Targeted Precision

This is your first move if you’re launching a new app, testing a paywall, or validating your retention metrics.

Here’s how to set it up:

  • Go to Apple Search Ads → Create a new campaign (use Advanced mode for more control).

  • Choose your app and target country (e.g., United States).

  • Set your budget: Start small ($200–$500 total).

  • Turn OFF Search Match — you want to manually control the keywords.

  • Add high-intent keywords you know users are searching for (e.g., “rain sounds,” “sleep sounds”).

  • Set all keywords to Exact Match.

  • Target new users only to avoid paying for re-installs.

✅ Pro Tip: Follow Apple’s recommended CPT (cost-per-tap) bid to stay competitive.

2. Discovery Campaign: Uncover Hidden Keyword Gems

While your exact match campaign covers the obvious targets, the Discovery Campaign lets Apple’s AI uncover new, valuable keywords you may have missed.

Set it up like this:

  • Create a second campaign, again using Advanced mode.

  • Name it “Discovery.”

  • Set a similar budget (around $200).

  • Turn ON Search Match — let Apple find new keyword opportunities.

  • Add your exact match keywords as Negative Keywords so Apple doesn’t double-dip.

  • Do NOT manually add any keywords — Apple handles this!

✅ Pro Tip: Review new keywords found here and feed winning ones back into your organic ASO strategy for even more growth.

Why This Two-Campaign Strategy Works

Running both an Exact Match and a Discovery Campaign gives you the perfect balance of:

  • Control (with exact match)

  • Exploration (with discovery)

  • Faster Testing (see real paywall conversion and retention rates quickly)

  • Lower CPIs (Search Ads often outperform Facebook and other ad networks)

For many clients at AppMasters, we’ve even seen better cost-per-install on Search Ads compared to Facebook — and that’s saying something.

Actionable Tips for Indie App Marketers

If you’re serious about growing your app, here’s what to do next:

  • Start Small: Budget $200–$500 to test initial performance.

  • Prioritize Learning: Track subscription conversions, retention rates, and user engagement.

  • Use Data to Iterate: Optimize your onboarding or paywall based on early feedback.

  • Double Down on Winners: Take successful keywords from your Discovery Campaign and use them for ASO and Exact Match.

👉 Remember: The goal is not just cheap downloads — it’s finding the right users who stick around, subscribe, and become loyal fans.

Final Thoughts: Build Smarter, Not Harder

As an indie app marketer, every dollar counts.
By running these two Search Ads campaigns, you’ll set yourself up for:

  • More downloads

  • Higher quality users

  • Smarter budget allocation

  • Faster product-market fit validation

Don’t waste months guessing. Start driving intent-based downloads today, and watch your app climb the charts.

Want to go deeper?
Join AppMasters Academy to get exclusive strategies, 1:1 coaching, and insider access to everything that’s working in app marketing right now.

Let’s grow your app the smart way 🚀.

Video Highlights

00:18 – The penultimate search ad campaigns that you should be utilizing when you want to optimize your downloads, test retention rate, AND test your subscription paywall.

01:02 – Quick, easy steps on how to set up your ad campaign.

01:28 – What is an exact match ad campaign.

01:45 – Just how much is the ideal budget setting for a search ads campaign.

03:00 – Keywords, keywords, keywords: how do you choose them.

03:41 – Discovery campaign: boosting your ad campaign.

05:00 – More tips in choosing keywords for your ad campaign.

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