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Glossary

Search Results

The primary Apple Search Ads placement that shows ads above and within App Store search query results. The most intent-driven, highest-converting, and most-trafficked ASA placement.

Also known as: Search Results placement, ASA Search Results

What is Search Results?

Search Results is the primary Apple Search Ads placement. When a user types a query into the App Store search bar, Apple may show 1-2 sponsored result cards above the organic results and additional sponsored cards interspersed within results.

Search Results is the first of four Apple Search Ads placements (the others: Search Tab, Today Tab, Product Pages). For most operators, it is also the only placement that matters in the first 12 months of running ASA.

Why Search Results dominates

Three reasons:

  1. Highest user intent. The user typed a query — they are actively looking for an app. This is the highest-intent moment in the entire iOS ecosystem.
  2. Best conversion rate. Tap-to-install CR on Search Results runs 30-60% typically, versus 15-30% on pre-search placements.
  3. Best CPT efficiency. CPT averages $1-$5 on Search Results versus $3-$15 on pre-search placements. Combined with higher CR, this produces the lowest CPI.

Search Results characteristics

MetricTypical range
TTR (tap-through rate)5-15% (varies by query type)
CR (tap-to-install conversion)30-60%
CPT$1-$5 (varies by competition, category, storefront)
CPI$3-$15 (US market, 2026)
Daily impression volumeLimited by query volume per keyword

Ad position dynamics

When a user searches, Apple may show:

  • One top sponsored result above the organic results (most prominent)
  • One or two additional sponsored results within the top organic results
  • No ad at all if no campaign matches with sufficient bid + relevance

Position is determined by the auction (bid + relevance + user match). Top position typically captures 60-80% of the taps for that keyword; positions 2-3 capture the rest.

Campaign structure for Search Results

The standard structure inside a Search Results campaign:

Search Results Campaign (one storefront)
├── Brand ad group (Exact, your own app name)
├── Category ad group (Exact, proven non-brand winners)
├── Competitor ad group (Exact, competitor names you want to conquest)
├── Discovery ad group (Broad + Search Match, exploration)
└── Intent cluster ad groups (Exact, promoted Discovery winners)

This single campaign typically holds 5-15 ad groups and 80-95% of the account’s spend.

Common failure modes

  • Treating Search Results as a single ad group. All keywords lumped together — no bid control, no CPP differentiation, no negative keyword scoping.
  • Skipping Brand isolation. Brand traffic flows into Discovery, raising Discovery CPT and undercounting Brand.
  • No Discovery → Exact promotion ritual. Discovery keeps producing the same winners and the same waste; they never get promoted or blocked.
  • Same keyword in multiple ad groups. Internal auction competition raises CPT unnecessarily.

How ASAPilot helps

ASAPilot’s account audit assumes Search Results is the primary placement and surfaces:

  • Mega ad groups (>50 keywords mixed match types) — split candidates
  • Same keyword in multiple ad groups (internal competition)
  • Brand keywords appearing in non-Brand ad groups (leakage)
  • Promotion candidates from Discovery (winners not yet in Exact)
  • Negative candidates (waste terms repeatedly appearing)

See audit guide and pricing.