Payment protectionDetails
- Revisions within the package are free.
- If you do not respond within 3 days of delivery, the work is accepted automatically.
The money is reserved when you pay and released only once you accept the work.
Example result
Ad report review: an online plant pot shop on Google Ads
Where the budget went without sales
| Search terms | Clicks | Cost | Sales | Why |
|---|---|---|---|---|
| Care questions ("how to repot…", 37 terms) | 412 | $286 | 0 | People looking for tips, not pots |
| "terracotta pots wholesale", "bulk planters" | 58 | $94 | 0 | The shop sells retail only |
| "free plants", "plant swap" | 96 | $71 | 0 | No buying intent |
| "plant stand ideas", "diy planter" | 74 | $48 | 0 | Ideas and crafts |
| Other shops' names (14 terms) | 133 | $162 | 1 | Broad match on "pots" |
| Total | 773 | $661 | 1 | 31% of spend |
Negatives to add
The "Negatives" sheet has 38 words with match types, ready to paste. The main ones: "how to" (phrase), "wholesale" and "bulk" (broad), "free plants" (phrase), "ideas" (phrase), "diy" (broad), and the 14 shop names (exact).
Not added: "free" on its own, because "free shipping plant pots" brought 9 sales.
Ads to rewrite
Self-watering pots: click rate 1.9% against 4.6% for the account; the headlines say "Shop Now" and never mention self-watering.
| New headline | Characters |
|---|---|
| Self-Watering Pots, 12 Sizes | 28 |
| Water Your Plants Once a Week | 29 |
| New description | Characters |
|---|---|
| Self-watering pots with a hidden water tank. Free shipping over $60, delivery in 3 days. | 88 |
Large floor planters: the ad sends people to the home page. Point it to the planters category instead.
Changes by priority
| # | Change | Why |
|---|---|---|
| 1 | Add the 38 negatives from the sheet | $661 a month went to these terms |
| 2 | Lower bids by 30% on "plant stand" keywords | $214 spent, 2 sales, return 0.9 |
| 3 | Raise bids by 15% on "large self-watering pot" | Return 6.2; 40% of impressions lost to budget |
| 4 | Replace the two ads above | Weakest click rates in the account |
| 5 | Move terracotta keywords to their own ad group | They share an ad with plastic pots |
| 6 | Check the search terms again in 14 days | To see the effect of steps 1–3 |
These are recommendations: you decide what to apply and make the changes in your account. Files: review.docx and changes.xlsx (Negatives, Keywords to add, New ads, Change list).
Client: Pebble & Fern, an online shop selling plant pots and supplies. Reports: search terms (612 rows) and keywords (148 rows) for the last 30 days. Spend: $2,140, 41 sales, return on ad spend 2.1; the goal is 3.0. Standard package.
The client and all details are made up.
About this service
Apple Ads (formerly Apple Search Ads) shows your app in App Store search, and the budget goes on keywords, Search Match and the price of each tap and install. We read your keyword, search term and campaign reports to find search terms worth adding as exact keywords, terms to block as negatives and keywords whose cost per install is too high for what a user brings you. You get a cleaner split between brand, category and discovery campaigns, with starting bid suggestions based on what an install is worth to you.
What is included
- What you getA Word summary of where your Apple Ads budget goes by campaign and keyword, and an Excel workbook with exact keywords to add, negatives, bid suggestions and a campaign structure plan. Delivered as a Word (.docx) summary and an Excel (.xlsx) workbook.
- Search Match harvestDiscovered terms to add as exact
- NegativesTerms with taps but no installs
- Cost per install by keywordAgainst what an install is worth
- Campaign splitBrand, category and discovery
- Store page notesWhen a low tap rate points to the title or screenshots
How it works
- 1ReportsYou export keywords and search terms
- 2Keyword reviewWe move, block or rebid each term
- 3Your setupYou apply the plan in Apple Ads yourself
What we need from you
Keyword, search term and campaign reports from Apple Ads as CSV, Excel (.xlsx) or PDF, or screenshots; your App Store link, countries, target cost per install and what an install or a trial is worth.
We will ask you:
- What is an install or a paying user worth to you?
- Which countries do your campaigns run in?
- Do you use Search Match in a discovery campaign?
- Do you track trials or purchases after install?
Compare packages
| Packages | Basic1 search terms report, up to 400 rows$15 | StandardUp to 3 reports, 1,000 rows in total$29 | PremiumUp to 5 reports, 1,500 rows, 2 periods$55 |
|---|---|---|---|
| Deadline | 2 days | 3 days | 4 days |
| Revisions | 1 | 2 | 3 |
| Reports | 1 | up to 3 | up to 5 |
| Rows in total | up to 400 | up to 1,000 | up to 1,500 |
| Campaign structure plan | not included | brand, category, discovery | with two periods compared |
| Order Basic | Order Standard | Order Premium |
Payment protection
You pay when you order, but the money is released only for accepted work.
- Fixed priceThe package price does not change after you pay.
- The money is reservedWhen you pay, the amount is only reserved. It is released to the service once you accept the work.
- Checked before deliveryEvery result goes through a quality check before it reaches you, and you see it on the order page before accepting it.
- Free revisionsAsk for changes within your brief as many times as the package allows.
- Acceptance after 3 daysIf within 3 days of delivery you neither accept the work nor ask for changes, it is accepted automatically. If you write in the order chat after delivery, the order waits; once we answer, we may start the 3 days again and will say so in the chat.
- Redo or a full refundIf the result does not match your brief and the revisions did not fix it, or the work takes more than twice its deadline, write in the order chat: we will redo the work or refund the payment in full.
Questions and answers
Do you write ad texts for Apple Ads?
Apple builds search results ads from your App Store page, so there is no ad text to write. If you have custom product pages, we suggest which keywords suit each one.
Can you see keyword popularity?
No, we do not use Apple's popularity scores or other volume data. Keywords come from your reports, your App Store page and the search results of similar apps.
Will my cost per install go down?
We cannot promise that. Bids are starting suggestions based on what an install is worth to you, and auction prices change by country and season.