In Part 1 of our series, we walked you through setting up an Exact Match campaign. Now, it’s time to dive into the real growth engines: Broad Match and Search Match campaigns.

These two campaigns will unlock real scalability — without blowing up your cost per install. Let’s break it down.

Why Exact Match Alone Isn’t Enough

While Exact Match campaigns convert the best (from tap to install), they often hit a ceiling fast.
You’re limited by the number of keywords you manually add.
To break through that ceiling and scale efficiently, you need to let Apple do some of the heavy lifting.

That’s where Broad Match and Search Match come in.

The Two Campaigns That Will Actually Scale Your App Growth

Here’s a quick overview:

1. Broad Match Campaign

• Goal: Discover new, relevant keywords.

• Strategy: Target a broader set of search queries based on your main keywords.

• Performance Expectation: Lower conversion rate (~17–20%), but huge discovery potential.

• Tip:

  • Set conservative cost per tap (CPT) at first (example: $0.40 if aiming for a $2 cost per acquisition).

  • Always use negative keywords (the ones you target in Exact Match) to avoid cannibalizing performance.

2. Search Match Campaign

• Goal: Let Apple find relevant search terms automatically — even ones you might not think of.

• Strategy: No manual keywords. Apple matches your app with user search queries.

• Performance Expectation: ~20–35% conversion rates (if optimized well).

• Tip:

  • Keep Search Match enabled (it’s off by default in other campaign types).

  • Again, add negative exact match keywords from your Exact Match campaign.

Step-by-Step Setup for Broad Match Campaign

1. Create a new campaign and select your app.

2. Choose Search Results.

3. Set your country targeting (1 country per campaign is recommended).

4. Name it clearly (example: Broad - US).

5. Set a high budget cap (e.g., $50,000) but control spend via daily caps.

6. Add your broad match keywords.

7. Set negative exact match keywords (your core Exact Match terms).

8. Target new users only.

Step-by-Step Setup for Search Match Campaign

1. Create a new campaign and select your app.

2. Choose Search Results.

3. Name it clearly – example: Search Match - US

4. Set a high budget cap with a smaller daily budget.

5. Turn ON Search Match (very important).

6. Do not add keywords manually.

7. Add negative exact match keywords.

8. Target new users only.

How to Scale Your Apple Search Ads Campaigns

Once your Broad Match and Search Match campaigns are live, scaling becomes a matter of optimization:

✅ Increase your cost per tap (gradually).
✅ Expand your keyword set by testing related terms.
✅ Raise daily budgets when performance stays profitable.
✅ Analyze conversion rates carefully and prune non-performers.

Pro Tip: Conservative bidding early on will protect you from burning cash while you gather data.

Video Highlights

00:35 – The general campaign structure

01:46 – Setting up the campaign

02:28 – Setting the budget/test budget

03:00 – Knowing what you can afford depending on your cost-per-acquisition goal

04:21 – Adding keywords as well as the ad group negative keywords

05:49 – Setting up the search match campaign

In this post, I’ll walk you through the exact campaign structure that’s helped countless indie app developers drive more installs — without burning through their budgets. Plus, I’ll show you how to set your ideal cost per tap (CPT) to hit your CPI goals right out of the gate.

Let’s dive in!

Why Apple Search Ads Are a Must for Indie Apps

Apple Search Ads aren’t just another traffic source — they’re one of the highest-intent channels for app installs. When someone is actively searching for an app like yours, you want to be front and center.

Done right, Search Ads can:

• Jumpstart downloads for new apps

• Boost ASO efforts with real user data

• Protect your brand against competitor bidding

• Drive sustainable growth without relying solely on organic reach

The Perfect Apple Search Ads Campaign Structure

For every country you want to target (U.S., Canada, Australia, etc.), set up four types of campaigns:

1. Exact Match Campaign (Highest Converting)

• What it is: Targets keywords you specifically want to rank for.

• Structure: One ad group per campaign. Keywords on exact match only.

• Goal: Maximize installs from high-intent searches.

Example:

• Keywords like “background noise,” “sleep sounds,” “relax melodies” for a sleep app.

2. Broad Match Discovery Campaign

• What it is: Lets Apple find related keyword variations.

• Structure: Add your exact match keywords as negatives here to avoid cannibalization.

• Goal: Discover new keyword opportunities.

3. Search Match Discovery Campaign

• What it is: Gives Apple freedom to find new relevant keywords automatically.

• Structure: No keywords added — just use Search Match ON and your core keywords as negatives.

• Goal: Tap into Apple’s AI for untapped keywords.

4. Brand Campaign (Optional but Powerful)

• What it is: Protects your brand from competitors bidding on your name.

• Structure: Exact match on brand-related keywords and variations.

• Goal: Own your brand’s search results — both paid and organic.

Pro Tip: Naming and Budgeting Your Campaigns

• Naming convention: [Type] - [Country] (e.g., Exact - US)

• Budget setting:

  • Set a high monthly cap (e.g., $50,000) to prevent throttling.

  • Use a daily cap (e.g., $1,000) to control spend during testing.

• Device targeting: Focus on new users only.

• Country setup: One major country per campaign. (Bundle smaller countries if needed.)

How to Set the Right Cost Per Tap (CPT)

Here’s the golden formula:

Ideal CPT = Target CPI × Expected Conversion Rate

Average conversion rates to expect:

• Exact Match: 30–40%

• Broad Match: 20–35%

• Brand Campaign: Highest (40%+)

Example Calculation:

• If you want a $2 CPI and your Exact Match conversion rate is ~30%:

• $2 × 0.3 = $0.60 CPT

✅ Start conservatively.
✅ Ignore Apple’s suggested CPTs — they tend to be too high.
✅ Always adjust based on real performance data.

Key Setup Tips to Avoid Common Mistakes

• Link your App Store Connect to Apple Search Ads before creating campaigns.

• Turn OFF Search Match for everything except the Search Match campaign.

• Use exact match negatives in discovery campaigns to avoid overlapping.

• Start with a robust keyword list for your Exact Match campaigns.

• Target only new users for acquisition-focused campaigns.

Conclusion: Get Ahead with Smart Apple Search Ads Strategy

Apple Search Ads aren’t about luck — they’re about precision.

By structuring your campaigns the right way and setting your cost per tap based on realistic conversion rates, you can hit your CPI goals while scaling your app downloads. Start small, test aggressively, and double down on what’s working.

Actionable next steps for you:

• Set up your Exact, Broad, Search Match, and Brand campaigns today.

• Calculate your starting CPT carefully.

• Monitor your conversion rates weekly — and optimize based on real data.

• Stay tuned for the next part of this series where we’ll dive into scaling campaigns and lowering your cost per install even further!

Video Highlights

00:34 – Setting up the campaign structure for each geography/country

00:54 – First campaign: Exact Campaign

01:21 – The Broad Match campaign

02:02 – The Search Match campaign

02:53 – The Brand Match campaign

03:34 – The averages of conversion rate

04:28 – A demonstration on how to set up your first campaign

Apple Search Ads:
https://searchads.apple.com/

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http://www.appmasters.com/training