Let’s explore another way to quickly obtain new relevant keywords with no budget waste. The technique starts with keywords pickling, that is with drawing up the list of as many keywords as possible. The second step is keywords analysis, when you have to analyze all the keywords and select those with the best relevance/volume/competition balance.

1. Own Search Ads organic report

The simplest strategy to search relevant keywords is to use those which your app is already ranked for in a particular storefront.

In order to make the searching proсess easier, we’ve powered SearchAdsHQ with the Keyword Planner:

SearchAdsHQ Keyword Planner

Start with selecting an app and setting a storefront for which you want to make a report. In the example above, it’s Angry Birds 2 and the US storefront. Alternatively, you can specify a keyword for which you want to get insights.

The Keyword Planner can provide relevant statistics for 500 keywords, which can be downloaded as an CSV report. You can also make a separate keywords list using the right panel and then add the keywords to your account or download them for further analysis.

Let’s explore the key report columns:

  • Keyword: the keyword you are interested in.
  • Search Ads Popularity: the popularity of a keyword in a given storefront. This indicator can help estimate the keyword traffic. The bigger popularity, the better. Words with popularity <= 5 can be simply ignored.
  • Search Ranking: this is an organic search position of your app for a keyword. The higher the position, the more relevant the keyword and the more efficient it is. Also, the higher the position, the bigger the outflow of organic traffic due to so-called “keyword cannibalism”. In practice, this percentage can hardly be calculated, only at the level of trends.
  • Top by Rank: top 5 apps ranked for a keyword in a given storefront.

2. Competitors research

Apple enables to match ads to competitors’ brand names and keywords, which is a great opportunity to get more impressions. Like in the previous method, using the Keyword Planner you can obtain a list of keywords which your competitors rank for.

For example, in case of Angry Birds 2, you can research keywords for Clash Royale:

Keywords research in Search Ads

The Keyword Planner shows top 5 apps in search results for each keyword. As shown in the screenshot above, you can get insights by navigating through the apps right in the Keyword Planner. As a rule, we recommend to research up to 10 main competitors. This is enough to get hundreds of keyword ideas.

3. Related keywords in Apple Search Ads

Suppose you already have an initial keywords list or a list of keywords that have performed well in your account. It’s logical to assume that keywords which are similar in meaning or more specific variants of them may perform the same way. Apple Search Ads has a built-in recommendation tool that helps search related keywords:

Related keywords in Search Ads


Source: Apple Search Ads + SAHQ Extension

4. App Store suggestions

Like in method 3, in order to obtain more specific variants of your top keywords, you can refer to App Store search hints. The new keywords are likely to have lower popularity, but competition for them will be lower as well.

Suppose you have been running a campaign for the Angry Birds 2 app for a while, and the keyword [fun games] has proved to be well-performing. To get recommendations, go to the needed storefront and start entering the keyword in the search box.

The App Store will start offering hints at the end of the phrase. These are the keyword variants that have already been searched. Use them to get additional traffic.

App Store suggestions

However, this is an old-school approach. Alternatively, you can use special tools, such as our Keyword Planner, to aggregate all possible hints for a given storefront automatically and quickly. AppTweak has built a great free solution for this:

AppTweak keyword suggestions


Source: AppTweak

We’ve found 54 ideas for the keyword [fun games] in the US storefront.

5. PPC search suggestions

If you’re not satisfied with the App Store suggestions, try to search keywords on the web. Try AnswerThePublic, for example. The tool is not that popular, but very useful and has great visualization:

AnswerThePublic search suggestions


Source: AnswerThePublic

This tool has generated 504 variants for the keyword [fun games]. Obviously, not all of them are relevant for the App Store, but at this stage we just mine keywords. Later we will remove those with popularity <5 to exclude irrelevant search queries.

6. Google Ads Keyword Planner

Another popular tool to search keywords is Google Ads Keyword Planner which helps obtain hundreds of closely related keyword ideas.

As you can see in the picture below, we have found 154 ideas for the keyword “fun games”:

Google Ads Keyword Planner

Let’s look at the basic settings needed to work with Keyword ideas:
1. Targeting settings: you have to specify the location and language that you do research for. In the “Search networks” box, you can select from “Google” and “Google and search partners”. Taking into account the specific nature of the App Store, it’s better to be picky about keyword variants and choose “Google” as a search network.

Google Ads Keyword Planner targeting setting

2. Related keywords: a keyword or keywords which you generate ideas for.

3. Filters for keyword ideas: here you set a filter that enables to show only closely related keyword ideas, thus narrowing down variations and excluding irrelevant ideas:

Keyword Planner filters for keyword hints

4. Keyword (by relevance): the list of keyword ideas sorted by relevance. All keywords and data can be easily exported to a CSV report.

7. Keywords multiplicator and synonyms

Another way to expand the list of top keywords is by adding synonyms, and there are many online tools that can help you find them.

For example, Power Thesaurus generates hundreds of synonyms and allows to sort out frequently used ones. Suppose you’ve made a casual game, and the keyword “relaxing games” works well for you. By using the tool, you can find synonyms for “relaxing”:

Power Thesaurus ideas for Search Ads

As you can see above, we have found 454 words with a similar meaning. The list can be narrowed down by using filters, but some good options are already generated: “calming”, “easy” and so on.

You can go even further. Expand the keyword with “for girls”, “for boys”, “for adults”, etc., and then use any keyword multiplier tool to get long-tail phrases:

Keyword multiplier tool for Search Ads

This approach is widely used in e-commerce to get all possible product descriptions that people may search on Google. To obtain such combinations, Google Ads Keyword Planner has a built-in feature.

Naturally, this approach is not perfect for Apple Search Ads, as searching on the App Store has a specific nature. But in some situations, it can help get a dozen new keywords.

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