Apple Ads is a powerful way to reach users in the App Store. But managing multiple campaigns, setting bids, and keeping up with trends can be difficult to oversee at scale.
Smart Bidding makes this easier by automatically adjusting bids to achieve your cost-per-acquisition (CPA) targets, so you can spend more time discovering new, high-performing keywords.
Why Smart Bidding?
Smart Bidding is built to simplify bid adjustments without needing to configure complex rules or spend hours analyzing data. It:
Automatically updates bids at the campaign level to meet your cost-per-acquisition (CPA) goal
Lets you focus on strategic growth, like identifying new keywords to expand your reach
Works continuously to keep bids aligned with your goals
Just set your CPA target and let Smart Bidding take care of the rest.
How it works
Here’s how to get started with Smart Bidding:
Choose your campaigns
Select the campaigns you want to automate. ⚠️ Don't apply Smart Bidding rules to campaigns you also want to actively adjust bids for (manually or with other automation rules). Doing so could cause conflicting adjustments and affect performance.Set your CPA target
Pick a realistic goal that fits your budget and performance expectations. Check our Apple Ads Benchmarks to know what the average CPA is in your country and category.Confirm and launch
Once your target is set, Smart Bidding takes over.
💡 Expert tip: Once you've applied a Smart Bidding rule, creating a custom rule to 'monitor activity' will notify you when campaigns reach their target CPA. Learn more here.
During the first week, Smart Bidding adjusts bids more frequently to align with your CPA goal. After that, it will continue to fine-tune your bids to maintain performance over time.
And with the Smart Bidding dashboard, you can make sure your campaigns are staying on track in one centralized view.
What’s next?
Right now, Smart Bidding focuses on CPA-based optimization. Soon, we’ll expand support to include in-app event goals with Mobile Measurement Partner (MMP) integrations. This will allow you to optimize for specific user actions, like new subscriptions.
In the meantime, we recommend setting a clear CPA target and letting Smart Bidding work alongside your keyword discovery efforts. It’s an effective way to improve campaign performance while keeping your keyword strategy front and center.
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