Apple’s automation tools, Search Match and Broad Match, can help with keyword discovery, but more often than not come at too high a cost.

• Search Match is fully automated. Apple decides when your ad should show, with no input from you. That means your ad might appear for completely unrelated searches, leading to irrelevant traffic and wasted budget.
• Broad Match offers a bit more control but still casts a wide net. You will still be showing your ad for keyword variations that don’t quite align with your app’s intent. You may think impressions are better than nothing - and you’re right, they do serve a purpose. But appearing on search results where you’re not relevant is not the best place for this.

While both can be useful for keyword discovery, they shouldn’t be the foundation of your Apple Ads campaign.

For better performance and tighter control, use Exact Match whenever possible. It ensures your ad only shows for the exact keyword you’ve chosen. If you want to discover new keywords, you’re often better off using tools to see what your competitors rank for organically.

Try running small, isolated campaigns with Broad Match to explore ideas, but always validate new terms before rolling them into your main campaigns.

Related Resources

How to Do Apple Ads Right and Grow Your Downloads (YouTube) Helpful tips on how to get started Apple Ads, including a walkthrough for setting up your first campaign.

Mastering Apple Ads – 11 Ways to Unlock More Downloads with Apple Ads Intelligence (Guide)
Get practical, step-by-step strategies for running successful Apple Ads campaigns. This guide covers how to optimize your keyword list, analyze competitors, and make the most of your ad budget to drive more downloads.