Apple's Search Ads strategy for stable growth and higher ROI: A deep dive into Viktor Orlov's insights
Viktor Orlov, a renowned expert in Apple Search Ads, presented a compelling strategy at the Business of Apps Berlin 2025 conference. His talk, titled 'Apple Search Ads: Unlocking Stable Growth and Higher ROI', offered a fresh perspective on how to optimize Apple's search advertising platform for maximum impact.
The Power of Intent and Stability
Orlov began by challenging the notion that Apple Search Ads is a mysterious channel. He argued that it's a structured system with clear incentives, and the challenge lies not in its complexity but in optimizing for the wrong factors. The key to success, he emphasized, is understanding the power of intent and stability.
Search queries represent direct search intent, indicating a user's strong desire to purchase. This intent translates into higher purchase intent across the entire marketing mix. As a result, Apple Search Ads offers more stable performance compared to social media channels, where prices and volumes can fluctuate dramatically.
The Importance of Control and Relevance
Orlov highlighted the significance of control in Apple Search Ads. He criticized the common practice of bundling dozens or hundreds of keywords into a single ad group, arguing that it lacks efficiency. Instead, he advocated for single-keyword ad groups, which provide more control and a clearer understanding of auction dynamics.
Control is crucial because it enables relevance. Relevance determines whether Apple allocates impressions, and it's the key to success. By optimizing for relevance, teams can outperform organic results and secure more impressions.
Competing with the Organic Giant
When asked about competitors, many attendees initially pointed to other advertisers or big brands. However, Orlov revealed a surprising truth. The most significant competitor is the number one organic result.
Apple Search Ads auctions are highly competitive, with paid ads vying for attention against organic listings. If the top organic result is more relevant, Apple has little incentive to show your ad frequently, regardless of your bid. Therefore, the goal is not to outbid competitors but to surpass the best organic alternative for a given query.
IPM: The Hidden Metric
Orlov introduced Install Per Thousand Impressions (IPM) as a critical metric. While Apple doesn't directly use IPM, it relies on its components to decide who deserves impressions. IPM combines tap-through rate and conversion rate, providing a comprehensive signal of relevance.
Below a certain threshold, campaigns may feel constrained, but crossing that threshold triggers a positive feedback loop. Impression allocation accelerates, volumes grow faster than spend, and Cost Per Install (CPI) begins to fall. Orlov referred to this threshold as an 'invisible wall', emphasizing the auction's uneven reward system.
Custom Product Pages: The Relevance Engine
Orlov stressed the importance of Custom Product Pages (CPPs) in improving IPM. Despite Apple's expanded limit of 70 CPPs per app, many teams underestimate their power. CPPs allow teams to align messaging, visuals, and onboarding flows with specific keyword intent, enhancing auction evaluation and conversion.
Deep links further enhance this process by directing users directly to relevant features, offers, or flows, aligning with Apple's system and improving conversion rates.
Pricing: An Outcome, Not a Lever
Orlov challenged the notion that competition alone drives CPI. Apple has near-perfect visibility into revenue for apps with in-app purchases, and keyword prices reflect average profitability. For apps without IAPs, Apple estimates, and its estimates are accurate.
If a keyword is not profitable, it means someone else finds it profitable. Apple Search Ads serves as a performance benchmark, and campaigns that fail often lack alignment with the category's economics.
Knowledge: The Missing Link
Orlov emphasized the importance of knowledge in understanding auction dynamics. Tools and platforms offer similar features, but understanding how the auction works is the key to success. Across various case studies, relevance improvements led to lower prices, higher IPM, and increased scale, with execution being more critical than category.
Seriousness Pays Off
Apple Search Ads rewards teams that treat it as a system worth understanding. It doesn't reward haste or shortcuts. By embracing discipline and relevance, teams can achieve compounding performance gains.
In conclusion, Viktor Orlov's insights offer a comprehensive roadmap for achieving stable growth and higher ROI through Apple Search Ads. His emphasis on intent, control, relevance, and knowledge provides a strategic framework for mobile marketers to excel in this competitive landscape.
