U.S. ASA & Apple’s search bidding advertising (ASM) Data Analysis

It has been three years since Apple’s search bidding advertising (ASM) opened, and it has gradually become an important channel for mainland developers to buy volume in overseas markets in the US, Japan, Korea, Hong Kong, Macau and Taiwan, where overseas products are exploding.

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Therefore, we have compiled the data of all the products with ASM from the website of SevenMiles, as well as the relevant data published by the industry, to help you analyze the recent situation of ASM placement as a whole.

This analysis focuses on the product data (number, category, listings, etc.) and keyword data (type, number, etc.) of the advertisements.

Let’s talk about the data of ASM in the United States

The US is the first country to open up ASM, with 16,719 active ASM products so far, twice as many as in Japan and four times as many as in Korea.

The reason for the high number of ASM products placed in the US is that there are more products in the US App Store and the base is large; secondly, the user data in the US performs well, both in terms of click-through rate (TTR) and installation rate (CR), which exceeds the average user data. (Data from Search Ads HQ 2019 data report)

So with so many products placed in ASM, which categories have the most competition?

As the chart below shows, the games category comes in first (nothing to write home about). The remaining categories with a high number of products with ASM are Education, Tools and Health.

We believe that the reason for the top three in the Tools and Health categories is related to the cost, with their average cost per click being around 0.8 USD. The high percentage of education products is due to the relatively stable user retention and ROI.

In terms of product rankings, half of the products with ASM are ranked in the category list, which gives them a competitive advantage over unranked products because natural downloads are an important factor in Apple’s allocation of ad display volume.

Products with more than half of the unranked apps by category

For keywords, we took the top 10 most competitive keywords in the US ASM.

Most of these keywords are brand words or industry words. Interestingly, most of the traffic of brand words for many products are taken away by competing products.

From the classification of keywords, the composition of the US ASM Top 10 bidding hot words

Photography category: 3 (wallpaper maker, live collage, instagram saver)

Tools: 3 (hidden calculator, vpn ماستر, calculator vault)

Health: 2 (period tracker, period)

Efficiency: 1 (calendar)

Social category: 1 (regram)

This result on the one hand reflects that the products in these categories are hot recently, on the other hand, it also shows that there are so many other categories competing for these high hot brand words and industry words.


The United States has a very high volume of users as well as a high level of competition, and it has the most products placed in ASM among the countries and regions it is open to.

the quality of users in the U.S. is high, and the user conversion rate for U.S. ASMs is higher than most regions.

Apart from games, the strongest competition for App advertising in the app category is currently in the education, tools and health and fitness categories. Among them, the user cost of tools and health and fitness products is still at a relatively low level.

Among the products with ASM bidding, there are many products with top rankings, and they will have more competitive advantages than those without rankings.

Most of the buzzwords in ASM bidding are brand words or industry words, and products from other categories besides this category will also participate in bidding these buzzwords.

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