How to Scale Apple Search Ads Management with Automation

Georgia Shepherdby 
Product Marketing Manager at AppTweak

4 min read

Apple Search Ads (ASA) is a powerful tool for app marketers and UA managers to connect with new users on the App Store. While it might seem straightforward to run Apple Search Ads, it can take a lot of work to find the optimal process when managing multiple campaigns, ad groups, and/or keywords.

Automation can be crucial to scaling your Apple Search Ads work. By implementing processes that alleviate slow, manual, and repetitive tasks, you can increase your return on investment (ROI) and reduce the risk of any errors that could impact campaign performance.

Read below to learn more about scaling your Apple Search Ads growth with automation.

Benefits of automating your Apple Search Ads work

As a reminder, Apple Search Ads is now a cornerstone of app marketing, allowing advertisers to promote their apps right at the top of store search results. The benefits are manifold, including precise user targeting and huge visibility.

Read our do’s and dont’s for effective Search Ads campaigns

As your ASA strategies become more complex, scalability becomes crucial for efficient campaign management. Automating your ASA work allows you to streamline repetitive tasks, save time, and reinvest resources into more impactful tasks.

Automation can also help you feel more confident applying data-driven strategies to your Apple Search Ads campaigns, especially when managing many apps or keywords.

In AppTweak, you’ll find all the tools you need to manage your paid (and organic) growth in one place. If you’re looking for an intuitive way to unite your Search Ads data in one place and scale your growth, Search Ads Manager was built with you in mind.

How to automate your Apple Search Ads management

Build custom automation rules to scale your Apple Search Ads in AppTweak

Our Apple Search Ads automation comes with an intuitive interface, ensuring a seamless experience for you to define custom automation rules. Add a new rule to define custom automation conditions and let AppTweak do the work. For instance:

  • It’s a best practice to consider increasing bids for target keywords when they drive a low number of impressions. With automation, we can detect whenever keyword impressions fall below a certain threshold, increasing your bids until we hit your max CPT.
  • On the other hand, you might consider decreasing your bids on a keyword when your impression share surpasses a high threshold, like 80%. This will allow you to experiment and find the optimal price to pay for keywords you already perform well on.
  • What about keywords that drive conversions at a higher cost than your target CPA? We’ll decrease these bids by a specified % (or absolute amount) to help keep your acquisition costs down.

Once you’ve set your rules up, sit back while we do the work! AppTweak will scan all your keywords and their performance (across all ad groups and campaigns) – updating, pausing, or starting any keyword bids when they align with any/all of the defined objectives.

Expert Tip

If you’d like to maintain more control, set custom notifications for your rules. Instead of making changes automatically, AppTweak will allow you to “monitor” the keywords, ad groups, or campaigns that match your chosen conditions.

In the Monitor section, keep an eye on executed rules, updated keyword bids, and more. You’ll get a timeline of all the changes applied, helping you refine your strategy over time with a view of the bigger picture.

Explore how to leverage ASA for ASO (and vice versa)


Scaling your Apple Search Ads management with automation is a strategic move toward a more significant return on investment. With Search Ads Manager, leverage a user-friendly interface, seamless automation, and robust monitoring capabilities to facilitate your paid growth work. And of course, stay tuned for exciting additions to our Apple Search Ads automation capabilities!

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Georgia Shepherd
by , Product Marketing Manager at AppTweak
Georgia is a Product Marketing Manager at AppTweak. She works daily to highlight the value of our industry-leading ASO tools. She loves music, dancing, and food!