Your name is your cheapest high-intent traffic
Users searching your app name are ready to install. Brand keywords should be your most efficient ASA spend—and you must run them before competitors do.
Brand keyword list
- Official app name
- Common misspellings
- Name without spaces / punctuation variants
- “App name + app” patterns if relevant
Bidding strategy
Exact match only. Goal is coverage, not winning every auction at any price. Use ~20% of generic profit cap as a ceiling or lower when CPAs are already tiny.