Apple Search Ads (ASA) is a powerful tool for mobile app marketers, helping your app gain visibility by placing ads right at the top of relevant App Store searches. To truly unlock ASA’s potential, however, you need to go beyond focusing on a few high-performing keywords. A solid discovery campaign strategy will uncover untapped, high-value keywords to drive more installs and improve cost efficiency.

In this blog, we’ll explore how to run effective discovery campaigns using ASA’s three main match types—Search Match, Broad Match, and Exact Match. By the end, you’ll be equipped with the knowledge to run campaigns that bring more users to your app while keeping costs in check.

Why Discovery Campaigns Matter in ASA

Relying on a narrow set of high-cost keywords can make your app’s advertising vulnerable—especially if competitors start bidding on those same terms, increasing your Cost per Install (CPI). Discovery campaigns let you identify new, high-performing keywords at a lower cost, diversifying your ad strategy and protecting your budget. Ultimately, it’s about finding not just more keywords, but the right keywords.

Let’s dive into how each type of discovery campaign can help you discover valuable keywords.

1. Search Match Campaigns: ASA’s Automated Keyword Finder

What It Is:
Search Match is ASA’s automated keyword-matching feature. It automatically scans your app’s metadata, category, and context to match your app with relevant keywords—including generic, branded, and competitor terms. This hands-off approach is great for uncovering a mix of keyword opportunities without manually setting individual keywords.

Example:
Imagine running a Search Match campaign for a health-food app. ASA may automatically match your app with terms like “supermarket,” “healthy food,” or even competitor names like “Walmart.” By monitoring this campaign, you can discover which keywords bring in high-value users.

Pro Tips:

• Set Negative Keywords: Exclude branded terms and any keywords you’re already targeting in other campaigns to prevent overlap.
• Review Regularly: Use the Search Terms report to identify high-performing keywords and move them to your main campaigns for stable, ongoing growth.

2. Broad Match Campaigns: Expand with Seed Keywords

What It Is:
With Broad Match, you can provide specific “seed” keywords to help ASA find related terms. This approach offers more control than Search Match since you guide the initial direction. Broad Match campaigns are ideal for targeting a broader range of relevant keywords without sticking too closely to exact terms.

Example:
A Broad Match campaign using keywords like “Walmart” or “healthy food” might reveal variations like “organic groceries” or “sustainable products.” This flexibility allows you to reach new, relevant users without constantly adding individual keywords.

Pro Tips:

• Use Negative Keywords: As with Search Match, exclude branded terms and keywords already targeted in other campaigns.
• Monitor and Adjust: Review performance reports to identify keywords driving installs, and move top performers to your main campaigns to maintain growth.

3. Exact Match Campaigns: Refine with High-Intent Keywords

What It Is:
Exact Match campaigns let you target only specific keywords, offering the most control over where your ads appear. This option is ideal when you have clear keyword goals or want to capture high-intent users searching for precise terms.

Example:
If you know “organic food delivery” is a high-intent keyword for your app, Exact Match ensures your ads show only when users search for that specific term, maximizing relevancy and potential conversion.

Pro Tips:

• Discover High-Value Keywords: Use tools like Appnova’s keyword insights to identify high-performance keywords for Exact Match campaigns.
• Leverage ASO: Syncing your ASA with organic search (ASO) efforts can also surface keywords that already perform well organically, helping you boost both visibility and conversions.

Maximizing Discovery Campaigns with Keyword Clusters and Niche Targeting

Keyword Clusters
For a more advanced approach, consider grouping keywords into clusters based on themes, such as “healthy” for a health-food app, which might include “healthy recipes,” “organic food,” and “natural products.” This lets you explore several related keywords without managing individual terms and gives insight into broader user interests.

Niche Keywords
Exploring niche keywords can also help you find under-the-radar opportunities. Rather than just focusing on general terms like “grocery delivery,” try specific subcategories like “food delivery” or “restaurants & cafes.”

Conclusion: A Dynamic Approach to ASA Success

The world of Apple Search Ads is fast-paced, with new keywords and competitor bids constantly emerging. To stay competitive, allocate a portion of your budget (about 10%) to discovery campaigns to keep finding fresh keyword opportunities, especially when launching new markets or features.

With a balanced approach using Search Match, Broad Match, and Exact Match campaigns, you’ll be able to capture more users, maximize your budget, and drive consistent growth for your app. By taking advantage of insights from tools like Appnova’s keyword data, you can stay ahead of trends, discover untapped keywords, and optimize ASA campaigns to bring your app to the forefront of the App Store.

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