Ads Apple

Apple Search Ads (ASA) Deep Analysis

Process

1. Collect ASA account data (exports from Apple Search Ads dashboard or pasted metrics)
2. Identify active placement types (Search Results, Search Tab, Today Tab, Product Pages)
3. Evaluate all applicable checks as PASS, WARNING, or FAIL
4. Calculate ASA Health Score (0-100)
5. Generate findings report with action plan

What to Analyze

Campaign Structure (25% weight)

BOFU; Bottom of Funnel (Search Results, Exact Match brand)

• Brand keyword campaign present (own app name + misspellings)
• Competitor campaign present (competitor app names as keywords)
• Category campaigns targeting high-intent generic terms (e.g. "workout app", "budget tracker")

MOFU; Middle of Funnel (Search Match / broad discovery)

• Search Match campaigns active in at least one ad group for discovery
• Search Match ad groups isolated from Exact Match (separate ad groups; never mix)
• Search Terms Report reviewed to mine converting queries for Exact Match promotion

Campaign Architecture Rules:

• Brand / Category / Competitor should be separate campaigns (different CPT bids, budgets)
• Search Match ad groups isolated from manual keyword ad groups; NEVER mix in same ad group
• Goal: let Search Match discover, then promote winners to Exact Match campaigns

Bid Health (20% weight)

CPT (Cost Per Tap) vs Install Rate by Match Type:

• CPT vs category benchmarks (see Benchmarks section below)
• TTR (Tap-Through Rate): benchmark >2.5% for Search Results, >1.5% for Search Tab
• Conversion Rate (tap → install): benchmark 50-65% for brand terms, 20-40% for category
• CPT/CPG (Cost Per Goal): compare against target CPI/CPA from MMP

Bid Strategy:

• Manual CPT bidding appropriate? (Or use Apple's CPA Goals auto-bidding for scaled accounts)
• CPA Goals available at campaign level; evaluate if conversion volume supports it (>100 installs/month per campaign)
• Are bids differentiated by match type? (Brand Exact > Category Exact > Search Match)
• Keyword-level CPT bids set, not just ad group default?

Keyword Health:

• Irrelevant Search Terms (from Search Match) identified and excluded via negative keywords
• Low-performing keywords paused or bid reduced (TTR $3k/month and brand awareness is a goal (high CPT, low intent)
• Product Pages: competitive opportunity; are competitor CPPs being targeted?

Goal CPA / KPI Assessment (5% weight)

Benchmarks by Category (2025-2026 ASA averages): | Category | Avg CPT | Avg TTR | Avg Install CVR | Target CPI | |----------|---------|---------|-----------------|------------| | Games | $0.50-$1.00 | 3-5% | 55-70% | $1.00-$3.00 | | Health & Fitness | $1.50-$3.00 | 2-4% | 45-60% | $3.00-$8.00 | | Productivity | $1.00-$2.50 | 2-3.5% | 50-65% | $2.00-$5.00 | | Finance | $2.00-$5.00 | 1.5-3% | 40-55% | $5.00-$15.00 | | Education | $1.00-$2.00 | 2-4% | 50-65% | $2.00-$6.00 | | Shopping | $0.80-$2.00 | 2.5-4% | 45-60% | $2.00-$5.00 | | Lifestyle | $0.80-$1.80 | 2-3.5% | 45-60% | $2.00-$5.00 |

Country-level benchmarks:

• Tier 1 (US, UK, AU, CA, JP): CPT 2-3× above global average; highest LTV
• Tier 2 (DE, FR, KR, SG, HK): CPT 1-1.5× above global average
• Tier 3 (BR, IN, MX): CPT 30-60% below Tier 1; high volume, lower LTV

Checks:

• Actual CPI vs target CPI (from MMP); flag if >2x target
• CPI trend over 30 days (improving or worsening?)
• Revenue events: is ROAS positive within MMP attribution window?

Output Format

## Apple Search Ads Audit

**ASA Health Score: [X]/100**

### Critical Issues ([count])
- [Issue with specific impact and fix]

### High Priority ([count])
- [Issue]

### Campaign Structure
PASS/WARNING/FAIL for each check category

### Benchmark Comparison
[Metric] | Your Account | ASA Benchmark | Status

### Quick Wins (do this week)
1. [Most impactful fix with expected outcome]
2.
3.

### Recommended Next Steps
[Prioritized action plan]

Scoring Weights

| Category | Weight | |----------|--------| | Campaign Structure | 25% | | Bid Health | 20% | | Creative Sets | 15% | | Attribution & MMP | 15% | | Budget Pacing | 10% | | TAP Coverage | 10% | | Goal KPI Assessment | 5% |

Data to Request from User

If not provided, ask for:

• Campaign list with spend, installs, CPT, TTR, CVR (last 30 days)
• Active placement types
• MMP being used (AppsFlyer, Adjust, Branch, Singular, or none)
• Target CPI / CPA and app category
• Countries/regions active
• Whether Custom Product Pages are set up in App Store Connect

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: citedy
• Source: citedy/adclaw
• License: Apache-2.0
• Homepage: https://pypi.org/project/adclaw/

Install and usage instructions live in the source repository linked above.