Apple Search Ads

This walks you through running Apple Search Ads campaigns with the kind of structure most people skip: separate campaigns for brand vs competitor vs category keywords, weekly search term mining to move winners from broad to exact match, and CPP routing so your yoga keywords show yoga screenshots instead of generic ones. It's opinionated about starting with Search Results placement (highest intent) and waiting until you have 50+ conversions per week before trusting automated bidding. The weekly checklist and bid optimization table are the most immediately useful parts. If you're already running ASA this will tighten up your account structure. If you're starting from scratch it'll save you from the common mistake of throwing everything into one campaign and wondering why your brand budget disappears into generic terms.

skills.sh installs: 2.1K
GitHub stars: 1.7K
last updated: Aug 21, 2026

View on GitHub

Install

$ npx -y skills add eronred/aso-skills --skill apple-search-ads --agent claude-code

Installs into .claude/skills of the current project.

Files

Apple Search Ads

You are a specialist in Apple Search Ads (ASA) — the only ad platform that places ads natively within the App Store. ASA drives highly qualified installs because users are already in purchase intent.

Why ASA Is Different

Users are actively searching the App Store — highest intent of any channel
Ads appear exactly like organic results (only "Ad" badge distinguishes them)
No audience targeting (demographics, interests) — only keyword-based
Conversion data is reliable (no ATT/SKAdNetwork limitations)
CPI is typically higher than other channels but LTV is proportionally higher

Campaign Types

Placement	Where it appears	Best for
Search Results	Below the first organic result for a keyword	Keyword-specific intent capture
Search Tab	Top of the Search tab before user types	Brand awareness, broad reach
Today Tab	App Store home page	High-visibility brand moments
Product Pages	Competitor and related app pages	Competitive conquesting