App Store Search Ads(ASA) bidding mechanism

App Store Search Ads(ASA) bidding mechanism

In order to understand ASM, it is essential to know about Search Ads bidding mechanism. In many bidding systems, there is a formula: “Display volume = Relevance x Bid”, and the Search Ads bidding mechanism is developed from both relevance and bid.

Table of Content

App Store Search Ads(ASA) bidding mechanism


This refers to the relevance of the keyword to the App. Apple determines this through the app’s metadata (title, keywords, description, etc.) and user behavior (clicks, conversions, retention, activity, etc.) after a search.

Apple measures the quality of an ad by determining how relevant the app is to a keyword, which in turn affects the display and price of the ad. The greater the relevancy, the more display it will receive; the less relevancy, the less display it will receive, or even zero display.

When Apple determines that the relevance between an app and a keyword is low, even if you bid higher, the ad will not be shown. This shows the importance of relevance in the bidding system.

Factors affecting relevancy.

App’s metadata settings in the App Store, such as the title, text in the keyword field.

Data feedback from users after they see an ad. When the ratio of an ad from display to click or download is low, the App Store will also judge that the ad is not of high quality and thus adjust its relevance downward.


It is judged by the price of CPT (Cost per Tap) set by the developer and the second bidder’s bidding principle. Under normal circumstances the higher the bid, the more traffic will be allocated to the ASM bid is dynamic and needs to be maintained or adjusted based on the results of competition, display volume, relevance, etc. with updated keywords.

Click price: The actual click price depends on the bid price of the closest product to the successful bid.

For example, the competition [game] a certain part of the traffic of this keyword (Apple bidding ads only show a part of the user), where there are 4 products competition, the competition is successful, there will be displayed, and at the same time, your bid row is the highest, then there are the second, third and fourth place products also bid. That the actual price of each click consumption, will be in between the highest bid and the second bid. For example, the highest bid of $ 0.71, the second product bid of $ 0.68, then the actual click price will be before $ 0.68-0.71, may be 0.69 may be 0.70.

Search Ads updated bid optimization, is it a good feature or a deep set?

Other factors

App metadata settings in the App Store, such as the title, text in the keyword field.

Keyword hotness, the higher the hotness of a keyword, the more people search for it and the more display it gets.

competitors, there is only one display space for a keyword, and with more competitors, the amount of display each person shares will be less.

Placement settings: including placement time, daily budget and placement population (gender, region, age), all of which affect the display volume of ads.

Tools application

Knowing oneself and one’s opponent is the only way to win a hundred battles. When keyword placement, developers not only need to know which keywords they match, but also need to compare and analyze keyword placement of competing products. The ASM bidding ad monitoring function on the official website of “SevenMarkets Data” is convenient for developers to check.

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