How well protected are you on your top organic keywords? Who might be stealing away downloads by running an ad at the top of the search results? You can find out with the Organic Keyword Protection feature.

In the Organic Keywords Protection section of the Ad Intelligence tab, the user can go deeper into the analysis to understand, keyword by keyword, which ad is appearing the most.

⚠️ In the Organic Keywords Protection section, the data is calculated based on one search per day over the last 90 days.

We show all the keywords that drive the most organic downloads (Bumble, US, Google Play Store). To determine these keywords we look at the keywords where Bumble is ranked in the top results and that have the most traffic (volume is high).

Share of Voice Coverage

The first chart shows the Share of Voice Coverage. In other words, it indicates the overall SOV of Bumble vs. other apps on the top 50 organic keywords. This analysis helps you gauge how visible the ads of the selected apps are compared to the ads of other apps on the same list of keywords.

How is this chart calculated?

  • SUM(Down. Est KW * (%SOV of my app)) = SOV coverage of Your App

  • SUM(Down. Est KW * (%SOV of all other apps))= SOV coverage of Other Apps

  • SUM (Down. est. KW (WHERE there is no bid from the app OR the competitor) * 1 (since it is equal to 100%) = SOV coverage of No Bids

Paid Visibility

The second chart shows the Paid Visibility. This graph indicates which app has the highest-paid visibility on Bumble's top 50 organic keywords.

This analysis helps you understand which competitor might be stealing away the organic downloads of Bumble by running ads on the top keywords.

Keyword Protection Status

The third chart shows the Keyword Protection Status. This graph indicates how well protected the selected app is on its top organic keywords. The higher the number on the graph, the better protected the app is on its top 50 organic keywords.

What do the Keyword Protection Status colors mean?

Here we have established four levels of protection when it comes to how protected your Organic Keywords are: Protected, Unprotected, Defended, and Attacked.

In the Keyword table below, we have a better understanding of how your organic visibility on certain keywords can be threatened by competitors' ads.

  • Top Organic Keywords: Top 50 keywords bringing the most organic downloads to your app

  • Organic Installs: Estimated number of monthly organic installs the keyword drives to the app

  • Rank: The selected app's organic rank

  • Volume: The Volume is an indicator between 5 and 100 that shows how often a keyword is searched. The higher the number, the more popular the keyword is

  • Difficulty: The Difficult is an indicator between 0 and 100 that shows the level of organic competition of a keyword. The higher the number, the higher the competition

  • Protection: Indicates the app's level of protection on the keyword

  • SOV: Share of Voice is how often this ad shows in comparison to other ads on the keyword. The higher the SOV, the more likely the app bids on this keyword.

  • All Apps SOV Spread: All the apps that are bidding on this keyword, along with their SOV.

Share of Voice (SOV)

Although Apple Search Ads dashboard provides insights and data on campaign performance from a budget perspective, it doesn’t offer any data on the breakdown of Ads impressions.

At AppTweak, we make daily searches on given keywords and compile all the apps that would appear in the Ad banner. This enables us to provide our users with an estimate (in %) of the Share of Voice of any app on a keyword.

For example, the keyword "bumblebff" we see that Bumble has a SOV of 41%. This means that 41% of the time, Bumble's ads will appear on this keyword. However, there is another column called "All Apps SOV Spread".

All Apps SOV Spread

In the All Apps SOV Spread column, we found all of the apps that are bidding on this keyword, along with their SOV.

When we're taking a look at the keyword "bumblebff" we see that there are + 13 apps we have identified that are bidding on this keyword.

When you click on the "+13", you can view all of the apps that are bidding on this keyword and the SOV for "bumblebff".

Study a specific keyword

You can also use the search bar in this section to enter a specific keyword that you would like to study.

For example, when I enter the keyword "dating", I can see all of the bidding apps for this specific keyword and the SOV Spread.

You can even take a look at the "Live Search" to see what it would look like if you were to type in "dating" in the search bar on an iPhone or Android device.

The "Past Results" tab will show you the Top Chart History on the selected period for this keyword.

How is the SOV calculated on AppTweak?

AppTweak does one search a day for each keyword in our database to find out which apps are ranking for the keyword (and which ads are showing for the keyword). The SOV is then calculated by summing the number of times we found an ad from that app showing for that keyword over the last 90 days.

Where are the ads for my app?

AppTweak emulates a wide variety of profiles to simulate searches on the App Store on a daily basis to fetch keyword rankings and discover ads. If you don't see the keywords your app is bidding on, you have likely chosen to target your ads to specific regions, age ranges, or users with specific privacy settings only. As a result, it is possible Apple is not showing your ads to the personas we emulate.

What's next?

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