Apple's Search Ads Strategy: Unlocking Stable Growth and Higher ROI
Viktor Orlov, a renowned expert in the field of app marketing, took the stage at the Business of Apps Berlin 2025 conference to share his insights on Apple Search Ads. His presentation offered a fresh perspective on how to optimize this powerful channel for stable growth and higher ROI.
The Power of Intent and Stability
Orlov began by challenging the notion that Apple Search Ads is a mysterious channel. He argued that it is, in fact, a constrained system with clear incentives. The key to success lies in understanding and optimizing for these incentives.
One of the strengths of Apple Search Ads is its focus on intent. When a user types a keyword into the App Store, they are already close to making a purchase decision. This direct search intent provides the highest purchase intent across the entire marketing mix. As a result, prices remain more stable compared to social media channels, and volumes don't collapse overnight. While creative fatigue can occur, it is not the primary constraint.
The Importance of Control and Relevance
Orlov emphasized the significance of control in Apple Search Ads. Many teams mistakenly bundle dozens or hundreds of keywords into a single ad group, tied to a single bid, which can lead to inefficiency. Instead, he advocated for single-keyword ad groups, as they provide better control and understanding of the auction process.
Control enables relevance, which is crucial for Apple's impression allocation. By optimizing for relevance, teams can ensure that their ads are shown to the right users at the right time. This, in turn, leads to higher conversion rates and improved IPM (installs per thousand impressions).
Competing with the Organic Results
When asked about the biggest competitor in Apple Search Ads, Orlov surprised the audience by stating that it 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 than your ad, Apple has little incentive to show your ad frequently, regardless of the bid.
This realization shifts the optimization focus. Instead of outbidding other advertisers, teams should strive to outperform the best organic alternative for a given query.
IPM: The Key Performance Metric
Orlov introduced the concept of IPM (installs per thousand impressions) as the centerpiece of his talk. While Apple doesn't directly use IPM as a metric, it relies on the components of IPM to decide who deserves impressions. Below a certain threshold, scale stalls, and campaigns feel constrained. However, crossing that threshold accelerates impression allocation, increases volumes, and drives down CPIs.
Custom Product Pages: Relevance Engines
Orlov highlighted the power of Custom Product Pages (CPPs) in Apple Search Ads. Despite Apple's expansion of the limit to 70 CPPs per app, most teams treat them as a nice-to-have. However, CPPs are essential for making relevance tangible. By matching messaging, visuals, and onboarding flows to specific keyword intent, teams can improve conversion rates, boost IPM, and increase impression share.
Deep links further enhance this logic by sending users directly to the desired feature, offer, or flow they searched for, aligning with Apple's system.
Pricing: An Outcome, Not a Lever
Orlov challenged the notion that competition alone drives CPI. Apple has near-perfect visibility into revenue for apps with in-app purchases, and keyword prices reflect average profitability across the category. For apps without IAPs, Apple estimates, and its estimates are accurate.
If a keyword is not profitable for a team, it means it's profitable for someone else. Apple Search Ads serves as a performance benchmark, and campaigns that fail often lack alignment with the economic realities of the category.
The Role of Knowledge
Orlov emphasized that tools have converged, but understanding the auction process is the most critical factor. Across various case studies, he observed that when relevance improved, prices fell, and IPM rose, leading to increased scale. Execution, rather than category, was the primary determinant of success.
Apple Search Ads: Honest and Predictable
Orlov concluded by highlighting the honesty and predictability of Apple Search Ads. The channel rewards teams that treat it as a system worth understanding, rather than those who rush or take shortcuts. By embracing the principles of control, relevance, and IPM optimization, teams can achieve stable growth and higher ROI.
To learn more about Viktor Orlov's insights and the Business of Apps Berlin 2025 conference, visit the official website and watch the recordings of the sessions.
