Insights from Dilip Reddy on brand defense, ROAS, and scaling for Apple Search Ads

App Store Optimization (ASO) is crucial for marketing subscription apps effectively, requiring both an appealing app listing and strategic keyword use to ensure visibility over competitors. Dilip Reddy, a data engineer and founder of Search Ads Optimization, offers insights on enhancing Apple Search Ads campaigns to maximize return on investment. He emphasizes the importance of brand defense by experimenting with lower bids to maintain brand visibility while reducing costs. Utilizing broad match keywords can capture dynamic, high-intent search terms that competitors might overlook. Additionally, Apple's expansion into new geographies, such as Brazil and other Latin American countries, presents lucrative opportunities due to lower competition and cost-per-acquisition rates. For newcomers to Apple Search Ads, Reddy advises using the platform for customer discovery, suggesting that even a modest daily budget can yield valuable data to target high-intent users and refine app marketing strategies.