Apple Search Ads 🍎

Complete toolkit for Apple Search Ads: Campaign Management API v5, attribution integration (AdServices + SKAdNetwork), bid optimization, and strategic recommendations.

What's New in v1.0.0

• - Full Campaign Management API v5 coverage
• iOS app integration (AdServices framework)
• SKAdNetwork 4.0 support
• Automated reporting scripts
• Bid optimization strategies
• Multi-country campaign patterns

Contents

1. 1. Setup
2. When to Use
3. Architecture
4. API Essentials
5. Campaign Structure
6. Keywords & Bidding
7. Attribution Integration
8. Reports & Analytics
9. Strategy Playbook
10. Scripts & Automation
11. Common Traps

Setup

On first use, read setup.md for integration guidelines.

When to Use

User needs to run Apple Search Ads for iOS apps. Agent handles campaign creation, bid optimization, attribution tracking, performance analysis, and strategic recommendations.

Architecture

Memory lives in ~/apple-search-ads/. See memory-template.md for structure.

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Quick Reference

Topic	File
Setup process	INLINECODE3
Memory template

memory-template.md | | API endpoints | api-reference.md | | iOS integration | ios-integration.md | | Strategy guide | strategy.md | | Script library | scripts.md |

API Essentials

Authentication (OAuth 2.0)

Apple Ads API uses OAuth with client credentials. Generate credentials at:
https://app.searchads.apple.com/cm/app/settings/apicertificates

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Base URL & Headers

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Core Endpoints

Resource	Method	Endpoint
Apps
Search apps

POST | /search/apps | | App eligibility | GET | /apps/{adamId}/eligibilities | | Campaigns | | | | List campaigns | GET | /campaigns | | Create campaign | POST | /campaigns | | Update campaign | PUT | /campaigns/{id} | | Delete campaign | DELETE | /campaigns/{id} | | Ad Groups | | | | List ad groups | GET | /campaigns/{id}/adgroups | | Create ad group | POST | /campaigns/{id}/adgroups | | Keywords | | | | List keywords | GET | /campaigns/{cId}/adgroups/{agId}/targetingkeywords | | Add keywords | POST | /campaigns/{cId}/adgroups/{agId}/targetingkeywords/bulk | | Reports | | | | Campaign report | POST | /reports/campaigns | | Ad group report | POST | /reports/campaigns/{id}/adgroups | | Keyword report | POST | /reports/campaigns/{cId}/adgroups/{agId}/keywords | | Search term report | POST | /reports/campaigns/{cId}/searchterms | | Impression share | POST | /reports/campaigns/{id}/impressionshare |

Campaign Structure

Hierarchy

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Campaign Types

Type	Placement	Best For
Search Results	Top of search results	High-intent users, brand defense
Search Tab

Suggested apps before search | Discovery, broad reach | | Today Tab | Today tab featured | Brand awareness, launches |

Campaign Object

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Ad Group Object

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Keywords & Bidding

Match Types

Type	Behavior	Use Case
Exact	Query = keyword exactly	Brand terms, proven converters
Broad

Synonyms, related terms | Discovery, expansion | | Search Match | Auto-matched by Apple | New apps, keyword research |

Keyword Object

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Bid Strategy Rules

1. 1. Brand keywords → Bid high (defend your brand)
2. Competitor keywords → Test carefully, monitor CPA
3. Generic keywords → Start low, increase for winners
4. Discovery (Search Match) → Low bids, mine for keywords
5. Negative keywords → Essential to reduce waste

Bid Optimization Loop

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Attribution Integration

AdServices Framework (iOS 14.3+)

Modern attribution without user tracking. Integrates directly in iOS app.

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SKAdNetwork 4.0

Privacy-focused attribution for installs. Apple aggregates data, no user-level tracking.

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SKAdNetwork Conversion Value Strategy

Value	Meaning	Example
0	Install only	App opened
1-10

Engagement tier | Sessions, time in app | | 11-30 | Feature usage | Key feature activated | | 31-50 | Monetization signal | Trial started, content viewed | | 51-63 | Revenue tier | Purchase completed |

MMP Integration (AppsFlyer, Adjust, etc.)

If using an MMP, they handle AdServices and SKAdNetwork. Follow their SDK docs. Key integration points:

1. 1. Initialize MMP SDK before any tracking
2. Configure SKAdNetwork conversion values in MMP dashboard
3. Link Apple Search Ads account in MMP for cost data
4. Use MMP's deeplink handling for attribution

Reports & Analytics

Campaign Report Request

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Key Metrics

Metric	Description	Good Range
TTR	Tap-through rate	5-10%+
CVR

Conversion rate (installs/taps) | 30-60% | | CPA | Cost per acquisition | < LTV/3 | | CPT | Cost per tap | $0.50-3.00 (varies) | | ROAS | Return on ad spend | > 100% | | Impression Share | % of eligible impressions won | Track trend |

Search Term Report

Critical for optimization. Shows actual queries that triggered your ads.

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Weekly ritual:

1. 1. Pull search term report
2. High impressions + high CVR → Add as exact keyword
3. High impressions + low CVR → Add as negative
4. Irrelevant terms → Negative immediately

Strategy Playbook

Campaign Structure (Recommended)

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Budget Allocation

Stage	Brand	Category	Competitor	Discovery
Launch	40%	40%	10%	10%
Growth

20% | 50% | 20% | 10% | | Scale | 10% | 60% | 25% | 5% |

Multi-Country Expansion

1. 1. Start: US, UK, Canada, Australia (English)
2. Expand: Germany, France, Japan, South Korea (localize)
3. Test: Brazil, Mexico, India (high volume, lower CPT)

Localization checklist:

• - [ ] App Store listing translated
• [ ] Custom Product Pages per country
• [ ] Keywords researched per language
• [ ] Separate campaigns per country (easier optimization)

Custom Product Pages (CPP)

Create variations of your App Store page for different audiences.

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Best practices:

• - Create CPP for each major keyword theme
• Test: Control (default) vs CPP
• Rotate seasonally (holidays, events)

Scripts & Automation

See scripts.md for complete script library. Key scripts:

Get Access Token

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Daily Performance Report

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Core Rules

1. Separate Campaigns by Intent

Brand, category, competitor, and discovery keywords in separate campaigns. Mixing makes optimization impossible.

2. Start Exact, Expand Broad

Begin with exact match keywords you're confident about. Use Search Match and broad only for discovery with low bids.

3. Mine Search Terms Weekly

The search term report is gold. Review weekly, add winners as exact, add losers as negatives.

4. Defend Your Brand

Competitors WILL bid on your brand name. Always have a brand campaign with high bids to protect your real estate.

5. Track Attribution Properly

Implement AdServices for iOS 14.3+. Without attribution, you're optimizing blind.

6. One Country Per Campaign

Mixing countries makes bid optimization nearly impossible. Create separate campaigns per country/region.

7. Budget to CPA, Not Spend

Set CPA goals, not just budgets. If CPA is 2x target, pause and investigate before spending more.

Common Traps

• - Mixing match types in one ad group → Can't tell what's working. Separate exact, broad, search match.
• No negative keywords → Wasting budget on irrelevant searches. Review search terms weekly.
• Ignoring Search Tab/Today Tab → Lower intent but cheaper. Good for discovery.
• Same bid across all keywords → Brand keywords worth more than generic. Bid accordingly.
• No attribution integration → Flying blind. Implement AdServices or MMP.
• Launching without App Store optimization → Low conversion rate. Fix ASO first.
• Bidding on competitors without testing → Often unprofitable. Test small first.
• Forgetting timezone in reports → Data misalignment. Always use UTC or explicit timezone.
• Not using Custom Product Pages → Missing easy wins. Create themed pages.
• Scaling too fast → CPA spikes when scaling. Increase budget 20-30% at a time.

External Endpoints

Endpoint	Data Sent	Purpose
INLINECODE25	Client credentials (JWT)	Get access token
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Campaign/keyword data | Campaign management | | https://api-adservices.apple.com/api/v1/ | Attribution token | Attribution data |

No other data is sent externally.

Security & Privacy

Data that leaves your machine:

• - Campaign configurations sent to Apple Ads API
• Attribution tokens sent to Apple (from iOS app)

Data that stays local:

• - Credentials in INLINECODE28
• Reports and analysis
• Strategy notes

This skill does NOT:

• - Store API secrets in plain text (use environment variables)
• Access user-level data (attribution is aggregated)
• Make requests to undeclared endpoints

Trust

By using this skill, data is sent to Apple's Search Ads API and AdServices.
Only install if you trust Apple with your advertising data.

Related Skills

Install with clawhub install <slug> if user confirms:

• - app-store-connect — manage apps and releases
• INLINECODE31 — App Store Optimization
• INLINECODE32 — track metrics and KPIs
• INLINECODE33 — iOS development patterns

Feedback

• - If useful: INLINECODE34
• Stay updated: INLINECODE35