--- static_export_time: "2026-07-30T17:45:04+00:00" title: "How King restored 100% of keyword installs by uniting ASO & Apple Ads" description: "King recovered lost organic visibility on the keyword \"soda\" by uniting ASO and Apple Ads, doubling keyword installs." url: "/en/case-studies/king-aso-apple-ads" locale: "en-US" image: "https://www.apptweak.com/img/2026/06/King-featured-image-1.png?auto=format%2Ccompress&w=2400&h=2400&fit=crop" --- # How King restored 100% of keyword installs by uniting ASO & Apple Ads Company: King Industry: Entertainment and Gaming Products used: - [![](/img/2025/03/Consultancy-Circle.svg) ASO and Apple Ads Consulting Services ](/en/aso-mobile-growth-consulting-services) - [![](/img/2024/10/79teDV4y-ASO-TOOLS-Circle.svg) ASO Tools ](/en/aso-tools) - ###### Get Started for Free Join the top mobile leaders using AppTweak [Start free trial](https://app.apptweak.com/accounts/new?locale=en) [Request a demo](/en/request-schedule-a-demo) - 100%organic keyword installs recovered With a mission of Making the World Playful, [King](https://www.king.com/) is a leading interactive entertainment company for the mobile world with more than 20 years of history of delivering some of the world’s most iconic games in the mobile gaming industry, including the world-famous Candy Crush franchise, as well as other mobile titles such as Farm Heroes Saga. King games are played by more than 200 million monthly active users. ## 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. ![Organic ranking evolution of Candy Crush Soda Saga and social apps for the keyword “soda,” Sept. 2023 to Jan. 2024, App Store](/img/2026/06/king-case-study-2-1.png) _Organic ranking evolution of Candy Crush Soda Saga and social apps for the keyword “soda,” Sept. 2023 to Jan. 2024_ ## 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](https://www.apptweak.com/en/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. ![AppTweak ASO and Apple Ads consultants helped King redesign its first three screenshots for the “soda” Custom Product Page for Candy Crush Soda Saga](/img/2026/06/king-case-study-screenshots-1.png) _Candy Crush Soda Saga redesigned its first three screenshots for the “soda” Custom Product Page_ ## 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. ![By combining ASO keyword optimization with strategic Apple Ads campaigns, King restored strong visibility for the keyword "soda" in organic search with AppTweak](/img/2026/06/king-ranking-history.png) _By combining ASO keyword optimization with strategic Apple Ads campaigns, King restored stable rankings for the keyword “soda” in organic search_ As visibility increased, **King recovered 100% of installs from the keyword “soda”** compared to the period before the drop in rankings, restoring the keyword as a reliable source of organic discovery. ![Installs from the keyword "soda" increased by 100% after King's united ASO & Apple Ads efforts with AppTweak](/img/2026/06/king-installs-history-2.png) _King recovered 100% of organic installs from the keyword “soda” after uniting ASO & Apple Ads efforts_ 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 **quickly identify and respond to future ranking shifts.** ![Image - Rocío Morales - King](/img/2023/08/Rocio-Morale.jpeg?auto=format%2Ccompress&w=200&h=200&fit=crop) Rocío Morales | Associate Director, Performance Marketing at King > AppTweak is a key partner in our app growth strategy. Their insights help us better understand the App Store ecosystem and identify opportunities to strengthen both our ASO and Apple Ads strategies, improving our games’ visibility and performance. ## More case studies - [ ### How Zupee grew organic downloads by 134% after rebuilding its ASO for free-to-play Read the story ](/en/case-studies/zupee) - [ ### How Treeplla tripled their review response rate in 3 weeks Read the story ](/en/case-studies/treeplla) - [ ### How Pixel Federation measured app installs & revenue growth after being featured Read the story ](/en/case-studies/pixel-federation-featurings) - [ ### How King reduced time spent on recurring ASO tasks by 62% Read the story ](/en/case-studies/king) - [ ### How AppQuantum increased game downloads by 21.5% with creative A/B testing Read the story ](/en/case-studies/appquantum) - [ ### How Pixel Federation optimized its ASO before a game launch to secure top rankings Read the story ](/en/case-studies/pixel-federation) [See all case studies](/en/case-studies)