Apple's Search Ads Strategy for Stable Growth and Higher ROI: A Deep Dive
In a thought-provoking presentation at the Business of Apps Berlin 2025 conference, Viktor Orlov, a renowned expert in Apple's App Store ecosystem, unveiled a comprehensive strategy for harnessing Apple Search Ads to achieve stable growth and higher Return on Investment (ROI). Orlov's insights, grounded in his extensive experience, challenge conventional wisdom and offer a fresh perspective on optimizing Apple Search Ads.
The Power of Intent and Stability
Orlov begins by emphasizing the unique strength of Apple Search Ads, a channel that thrives on intent. Unlike social media platforms, where user behavior is more unpredictable, Apple Search Ads taps into direct search intent. When a user types a keyword into the App Store, they are already close to making a purchase decision. This high level of intent translates into stability, with prices and volumes remaining relatively consistent.
The Importance of Control and Relevance
Orlov highlights the critical role of control in Apple Search Ads. He criticizes the common practice of bundling dozens or hundreds of keywords into a single ad group, arguing that this approach lacks efficiency. Instead, he advocates for single-keyword ad groups, which provide finer control over the auction process. By understanding the auction's inner workings, marketers can optimize their campaigns for relevance, a key factor in Apple's impression allocation.
The True Competitor: The Number One Organic Result
A surprising revelation from Orlov's talk is the identity of the most significant competitor in Apple Search Ads. Contrary to popular belief, it's not other advertisers or big brands. The real competitor is the number one organic result. Paid ads compete directly with organic listings for attention, credibility, and clicks. If the top organic result is more relevant, Apple has less incentive to show your ad frequently, regardless of your bid.
IPM: The Hidden Metric
Orlov introduces Install Per Thousand Impressions (IPM) as a crucial metric. While Apple doesn't directly use IPM, it relies on its components to determine who deserves impressions. IPM combines tap-through rate and conversion rate, providing a single signal of relevance. Below a certain threshold, scale stalls, but crossing this threshold triggers a surge in impression allocation and a decline in Cost Per Install (CPI).
Custom Product Pages: The Relevance Engine
Orlov emphasizes the transformative power of Custom Product Pages (CPPs). Despite Apple's expansion of the limit to 70 CPPs per app, most marketers treat them as a nice-to-have. However, CPPs are where relevance becomes tangible. By aligning messaging, visuals, and onboarding flows with specific keyword intent, marketers can significantly improve conversion rates, boost IPM, and increase impression share.
Deep Links: Aligning with Apple's System
Deep links play a crucial role in extending the logic of CPPs. By sending users directly to the feature, offer, or flow they searched for, marketers signal alignment with Apple's system. This approach not only improves conversion but also enhances how Apple understands the relevance of the ad.
Pricing: An Outcome, Not a Lever
Orlov challenges the notion that competition alone drives CPI. Apple's near-perfect visibility into revenue for apps with in-app purchases allows for accurate keyword pricing based on average profitability. For apps without IAPs, Apple estimates, and its estimates are remarkably accurate. If a keyword is not profitable, it means someone else finds it profitable.
The Knowledge Factor
Orlov underscores the importance of knowledge in mastering Apple Search Ads. Understanding how the auction works is the key to achieving results. Across various case studies, he observes a consistent pattern: when relevance improves, prices fall, and scale follows. Execution, rather than category, is the critical factor.
Seriousness Pays Off
Apple Search Ads rewards teams that approach it with seriousness and understanding. It doesn't tolerate haste or shortcuts. By treating Apple Search Ads as a system worth comprehending, marketers can unlock compounding performance gains, not through tricks but through a deep understanding of its incentives.
Conclusion: Honesty and Difficulty
Orlov concludes by emphasizing the honesty and difficulty inherent in Apple Search Ads. While the work may not be glamorous, it's challenging to fake results. For teams willing to engage with the platform properly, this may be its greatest advantage. To learn more, watch the recording of Viktor's presentation and explore the sessions from Business of Apps Berlin 2025.
