Paid Ads

PKEI — our Paid Keyword Effectiveness Index — scores each keyword on conversion rate, tap-through rate, cost efficiency, and organic-ranking alignment, not CPA alone. Keywords with organic presence get a 1.5× relevance multiplier, so paid spend follows genuine intent.

A broad Discovery campaign casts a wide, low-bid net and learns what users actually type. Keywords that clear every threshold — impressions, conversion rate, PKEI, CPA — graduate to a dedicated Category campaign. Only validated performers get committed budget.

Yes. Conservative entry bids (EUR 0.40–0.60) and incremental 10–20% increases per cycle keep spend disciplined, while systematic negation stops budget leaking on junk and navigational terms.

They are one system. Paid discovers high-intent search terms that feed ASO keyword strategy; strong organic rankings reduce the need to pay for terms you already win. PKEI's relevance multiplier rewards the overlap.

Apple Search Ads are paid placements that appear at the top of App Store search results. When someone searches for a keyword, your app can appear as a sponsored result — you pay when users tap on the ad. It's the most direct way to reach high-intent users who are actively searching for apps like yours.

PKEI (Paid Keyword Effectiveness Index) is our proprietary scoring methodology for evaluating paid keyword performance. Unlike basic CPA optimization, PKEI factors in conversion rate, tap-through rate, cost efficiency, and organic ranking data from our ASO system. A high-PKEI keyword converts well, costs efficiently, and compounds value with your organic strategy.

We run two campaign types per locale: Discovery campaigns use broad match and Search Match to find new keyword opportunities, while Category campaigns target proven exact-match keywords. When a Discovery keyword meets our graduation criteria (sufficient impressions, conversion rate, and PKEI score), it graduates to the Category campaign for precise, optimized bidding.

We run bi-weekly deep optimization cycles with weekly check-ins. Deep optimizations include PKEI analysis, bid adjustments, negation additions, and keyword graduations. Weekly check-ins monitor spend pacing, anomalies, and emerging opportunities. Monthly reviews assess campaign architecture and budget allocation.

Our systems share bidirectional data. ASO keyword rankings inform PKEI scoring — keywords where you rank organically get a relevance multiplier, making paid spend more efficient. In the other direction, search term discoveries from Apple Ads become ASO keyword candidates. Each channel makes the other smarter.

Negation scanning is systematic identification of irrelevant search terms that consume budget without converting. Our AI scans search term reports for junk terms, competitor brand names, and unrelated queries — then adds them as negative keywords so your budget goes only to relevant searches.

Lower install costs come from spending only on keywords that genuinely convert and cutting the ones that quietly drain budget — not from blunt bid cuts. Our PKEI scoring ranks every keyword on conversion, tap-through, cost efficiency, and organic alignment, and systematic negation removes junk and navigational terms. On our own campaigns this discipline reached a 42.86% conversion rate.

Apple Search Ads reach users with the highest intent — people already searching the App Store — which usually makes it the most efficient starting channel for installs, with Google and Meta layered on for scale and discovery. The right mix depends on your category, budget, and margins. We manage all three and let performance data, not habit, decide where budget goes.

Taps without installs usually mean a mismatch between the search term and your store listing, or budget leaking onto irrelevant queries. The fix is tighter keyword targeting, negation of junk terms, and an App Store page that delivers on the promise of the ad — which is where ASO and paid reinforce each other. Our PKEI scoring keeps spend on the terms that actually convert.

Yes. We manage Apple Search Ads, Google, and Meta campaigns from Budapest, using our PKEI scoring to keep spend on the keywords that actually convert. On our own campaigns the discipline reached a 42.86% conversion rate.