What is the strategic advantage of identifying and targeting competitor brand keywords in your Apple Search Ads campaigns?

The strategic advantage of identifying and targeting competitor brand keywords in your Apple Search Ads campaigns is to intercept users who are already familiar with a competitor's app and actively searching for it, offering them an alternative solution that may be better suited to their needs. These users are further down the sales funnel, indicating a higher intent to download an app that provides similar functionality. By bidding on competitor brand keywords, you can position your app as a viable alternative, highlighting its unique features, benefits, or pricing advantages. This can be a cost-effective way to acquire users who are actively considering a competitor's app but may be open to trying a different option. Furthermore, targeting competitor brand keywords can help to increase brand awareness and position your app as a direct competitor in the market. However, it's crucial to craft ad creatives that clearly differentiate your app from the competitor and highlight its unique selling points. Also, make sure your messaging complies with Apple's advertising policies, which may restrict the use of competitor brand names in your ad copy. You need to provide a strong value proposition to make a potential customer switch from their initial search.