Case on ASA

It was necessary to increase the number of app installs without raising the budget. I analyzed search queries in the App Store, divided the campaigns into Brand, Generic, Competitors, and Discovery. I selected effective keywords, optimized bids, and disabled queries that did not yield results. I added negative keywords to eliminate irrelevant impressions. I also tested different options for screenshots and descriptions to increase conversion from the app page.

As a result, the number of installs increased, the cost per install decreased, and the traffic became significantly higher quality — with the same advertising budget, the campaigns started to bring in more installs.