How King restored visibility and doubled keyword installs by uniting ASO & Apple Ads

Challenge

King wanted its game Candy Crush Soda Saga to maintain a top ranking in App Store search results for several priority keywords. One of the most important was the keyword “soda,” which had historically driven a consistent stream of organic installs.

In December 2023, AppTweak data indicated a shift in App Store search results for the keyword “soda,” reflecting evolving dynamics as a social networking app named “Soda” gained traction.

As a result of this, Candy Crush Soda Saga dropped in the search results, losing visibility on a keyword closely tied to its brand identity and discovery strategy. Recovering visibility and returning to a Top 3 position for “soda” searches quickly became a priority.

Solution

To help Candy Crush Soda Saga regain visibility for the keyword “soda,” King implemented a three-step strategy with guidance from AppTweak’s consulting team. The approach combined semantic optimization, paid search reinforcement, and conversion-focused creative updates.

1. Discovering keyword connections with Atlas AI

AppTweak’s consulting team began with a keyword audit powered by Atlas AI, based on the observation that apps often perform well for keywords that are semantically related or frequently searched together.

Using Atlas AI, the team identified that searches for “soda” frequently appeared alongside terms such as “gummy,” “jelly,” and “pop.”

Based on these insights, AppTweak’s consultants updated the game’s keyword metadata to include these related terms. Strengthening the app’s semantic footprint helped reinforce Candy Crush Soda Saga’s relevance within the broader “soda”-related search ecosystem.

This first step helped the game re-enter the Top 10 search results for the keyword.

2. Launching a targeted Apple Ads campaign

To further strengthen the game’s presence for the keyword, King launched an Apple Ads campaign targeting the keyword “soda.”

The goal was not only to secure the top sponsored placement for the term, but also to drive installs from “soda” searches and strengthen the app’s performance signals within the App Store ecosystem.

Strong paid performance on a keyword can contribute to improved organic performance over time. By generating additional installs through Apple Ads, the campaign appeared to support the game’s overall organic ranking momentum for the keyword.

3. Designing a custom product page for “soda”

To maximize the impact of the Apple Ads campaign, King created a custom product page tailored specifically to “soda” searches.

AppTweak’s consulting team analyzed the screenshots used by top-ranking apps appearing for the keyword and identified three recurring creative patterns:

• Frequent use of the word “soda” in visuals and messaging
• The presence of human models or mascots, echoing in-app characters
• An emphasis on social or community-driven features

Using these insights, King designed a custom product page aligned with these search expectations. The page highlighted Candy Crush’s mascot Yeti and the in-game event Soda Cup, while reinforcing the “soda” theme throughout the first set of screenshots and messaging.

Results

The three initiatives were rolled out gradually over several months, with each step contributing to the recovery of the keyword’s performance.

Following the keyword audit powered by Atlas AI, Candy Crush Soda Saga returned to the Top 10 search results for “soda.” However, rankings then plateaued.

Once the Apple Ads campaign and custom product pages launched, performance then improved considerably. Candy Crush Soda Saga began ranking consistently between positions 3 and 4 for the keyword, restoring strong visibility for the term in organic search.

As visibility recovered, installs from “soda” searches increased by 100% compared to the period immediately following the observed drop in rankings, restoring the keyword as a reliable source of organic discovery.

To support long-term performance monitoring, AppTweak’s consulting team also built a custom keyword monitoring dashboard for King to track impressions, installs, and rankings across its priority keywords, and to quickly identify and respond to future ranking shifts.