How to prepare for new Apple Search Ads placements using your ASA data (summary)
A summary of ConsultMyApp’s playbook for adapting to extra Apple Search Ads inventory: what to monitor, how to adjust bids, and where to focus budget.
Original article (source): ConsultMyApp — “Getting ready for the new Apple Search Ad placements using ASA data”
- https://www.consultmyapp.com/blog/how-to-use-new-apple-search-ad-placements-and-asa-bid-optimization
This post is a summary with attribution + a backlink.
What changed
Apple is increasing ad inventory in App Store search results (multiple ad slots per query). That can:
- increase auction pressure (CPT/CPC)
- change impression distribution across queries
- shift the marginal value of “being visible” vs “being the best converter”
Practical takeaways
- Use your existing Apple Ads query / search term data to identify where you already win (and where you’re paying for low-intent traffic).
- Separate “defensive” coverage from “growth” coverage so you can raise bids where it matters without inflating everything.
- Watch for placement-level behavior changes (CTR/CVR differences) once the extra ad slots roll out.
- Treat Custom Product Pages as a conversion lever: if you can’t outbid, out-convert.
Why it matters
More placements usually means more noise. The teams that keep performance stable will be the ones that:
- monitor query-level shifts quickly
- tighten match types and negatives
- iterate creatives like performance ads (because that’s what they are)
Read the original: https://www.consultmyapp.com/blog/how-to-use-new-apple-search-ad-placements-and-asa-bid-optimization
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