Bidding on competitor names
You can show ads when users search rival apps. CPAs are often higher; trial quality varies. Legal policies allow competitive keyword bidding on Apple Search Ads—still, treat it as a test budget.
Rules
- Separate competitor campaign—never mix with brand
- Exact match only
- Bid below category profit cap; competitors often need lower caps
- Pause if RevenueCat shows poor trial-to-paid vs brand/category
- Monitor impression share on YOUR brand—competitors bid you too
Brand defense
Brand keyword guide — if rivals bid your name, your brand campaign must be active and efficient.