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Identify declining keywords to deprioritize


The Downtrends Keywords tab in Keyword Trends shows which keywords are losing search volume over the selected time period, so you can reassess whether they are still worth targeting in your metadata or Apple Ads campaigns.

If you want to find keywords gaining momentum instead, go to Find trending keywords by category and storefront.

Before you start

Keyword Trends is scoped to your selected app and storefront. Make sure the correct storefront is selected at the top of the page before reviewing downtrends. If you are working with a non-English storefront and want to read keyword text in English, turn on the Translation (EN) toggle at the top right.

How to use it

1. Open Keyword Trends from the MobileAction platform navigation menu and click the Downtrends Keywords tab.


2. Use the category dropdown to filter the list to the category most relevant to your app. This focuses the downtrends list on keywords your audience is searching for rather than showing unrelated terms losing volume in other markets.

3. Use the time period selector to understand the scale of the decline. Last 14 Days shows recent drops that may be temporary. Last 90 Days shows sustained, longer-term decline. A keyword losing volume over 90 days is a stronger signal to deprioritize than one dipping over 14 days.

4. Review the keyword table. Check your app's rank column on the right for each declining keyword. If you are currently ranking well for a keyword that is losing volume, you may want to shift that investment toward a rising alternative. If you are Unranked for a declining keyword, it may not be worth the effort of trying to rank for it.

5. Click the chart icon next to any volume value to open a Volume History popup and verify the decline over time. A gradual, consistent drop is a stronger signal than a sharp single-period dip, which may recover.


6. To export the declining keyword list for offline review or to share with your team, click Export as CSV at the top right of the table.

After you finish

Cross-reference declining keywords against your current Keyword Tracking list.

If a keyword you are actively targeting is showing sustained volume decline, use Analyze keyword metrics with Keyword Inspector to check its current volume, difficulty, and impression share before deciding whether to remove it from your metadata. Replace deprioritized keywords with uptrending alternatives from the Uptrends Keywords tab.

Related links

About Keyword Trends

Find trending keywords by category and storefront

Review tracked keyword performance

Analyze keyword metrics with Keyword Inspector

Need more help?

If you have further questions on the process, contact your dedicated Customer Success Manager or contact the support team via live chat.