See where competitors appear in Apple Ads search results

Launching a successful Apple Ads campaign starts with identifying the right keywords. Once your campaigns are live, the next challenge is knowing which terms are worth scaling.

With thousands of potential search terms, the difference between underperforming campaigns and real growth comes down to finding high-potential, low-competition keywords that actually drive installs.

That’s where AppTweak’s Competitor Keywords feature stands out. It gives marketers a clear, actionable view of how competitors are approaching Apple Ads: what keywords they appear on, where they rank, and how their strategy varies across markets. It turns guesswork into focused action.

Here’s what the feature does, why it matters, and how you can use it to find new opportunities to scale.

Spy on your competitors’ keyword strategies in Apple Ads

Instead of relying on assumptions or manual tests, discover where your competitors are winning impression share, which markets they prioritize, and more with AppTweak’s Competitor Keywords feature.

Take advantage of Competitor Keywords to:

• See all the Apple Ads keywords (above volume 5) an app is appearing on
• Measure paid and organic impressions per keyword
• Compare strategies across countries to identify local vs. global approaches
• Know who else is competing on your target keywords and how often they appear

Three Apple Ads strategies uncovered by Competitor Keywords

Check out these insights based on data from AppTweak’s Competitor Keywords feature, highlighting real-world strategies from top apps.

1. The Classic: Brand, competitor, and high-intent category

This is where most Apple Ads strategies start: defending your brand, targeting your top competitors, and appearing on a refined set of category-relevant keywords.

With Competitor Keywords, you can:

• See which brands are bidding on your name (and how aggressively).
• Spot Apple Ads competitors bidding on your most valuable terms.
• Understand if your main ASO competitors are also investing in Apple Ads.
• Measure how much traffic competitors get from different keywords.

For example, below we see that 76% of Pokémon TCG Pocket’s total paid impressions are coming from their competitors’ brand keyword “fortnite.”

2. The Billboard: Bidding broad for maximum visibility

Some large-scale apps run Apple Ads more like top-of-funnel campaigns. They show up on every search term, from “Instagram” to “grocery list” to “block puzzle game.”

Why? To maximize visibility. If no one taps the ad, there’s no cost. That’s why apps like Temu use ultra-broad targeting to dominate impressions with minimal spend. It’s a visibility play that can pay off over time.

Competitor Keywords shows this tactic in action. You can spot apps targeting thousands of keywords and generating millions of impressions, many of which are low-cost and high-volume.

3. The Portfolio: Brand families and cross-promotion

Companies with multiple apps (like mobile gaming publishers) often use Apple Ads to cross-promote and protect their ecosystem. They might:

• Bid on their own brand terms to block competitors from being visible
• Promote newer or niche apps using high-traffic keywords from flagship apps
• Target seasonal or geo-specific keywords based on relevance

With CPP Explorer, you can go deeper into your competitors’ paid keyword strategies.

For example, we see below that Delta Force reinforces its brand defense by linking its branded keywords to targeted custom product pages for high-intent users.

Why AppTweak for Apple Ads campaign management?

Apple Ads allows marketers to reach users with high intent and strong conversion potential. With the right tools, you can make campaign management more proactive, efficient, and strategic.

AppTweak helps you:

• Scale smarter by uncovering long-tail and competitor-driven keyword opportunities
• Get clarity on what’s already been tested, what’s working, and what’s worth your time
• Make decisions faster with smart keyword discovery tools, impression share tracking, and automation all in one place

When you’re ready to grow beyond branded search and find keywords that actually drive performance, AppTweak is the partner that helps you move from data to impact.

Find new opportunities to scale your Apple Ads strategy with Competitor Keywords