Search terms

Search terms vs keywords

With exact match, the search term is the keyword itself or a close variant of it, such as a plural or a misspelling. With broad match, one keyword can match many search terms: a broad keyword meditation can show your ad on "meditation for sleep" or "guided meditation app". Search Match goes further and matches your ad to searches automatically, without a keyword.

The search terms report lists each term with its impressions, taps, installs and spend. Apple Ads lists a search term on its own once it reaches a minimum volume; searches below that are reported together in one row.

What to do with search terms

1. Promote the winners. A search term that brings installs at a good CPA (Tap) becomes an exact-match keyword with its own bid.
2. Block the waste. A search term that takes taps and brings no installs, or asks for a different product, becomes a negative keyword.
3. Feed ASO. A search term that converts well in ads is a candidate for your organic metadata — see paid search terms as ASO candidates.

Storelift's Apple Ads screens show this list under the same name, Search terms.

A search terms example

A hypothetical sleep app bids on the broad keyword sleep sounds. Its search terms show "sleep sounds for baby" bringing installs at a low CPA (Tap), and "smart watch sleep tracker" taking taps with no installs. The first becomes an exact keyword with its own bid; the second, a search for a different product, becomes a negative keyword.

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