Skip to content
  • There are no suggestions because the search field is empty.

Review the apps ranking for a keyword

The apps table at the bottom of the Search Result/Keyword lists every app competing for the keyword in the selected market. Use it to size up the competition and find apps to study or benchmark against.

What each column means

  • App: The name of the app competing on the keyword.
  • Type: Indicates whether the app is bidding on the keyword as a brand term.
  • Category: The App Store category the app belongs to.
  • Total Impression Share: The app's overall share of paid impressions for the keyword across both ad placements. It is the app's total impressions divided by all impressions for the keyword, not the sum of the two placement shares below.
  • 1st Placement Impression Share: The app's share of impressions in the first ad slot, calculated as its 1st placement impressions divided by all apps' 1st placement impressions for the keyword.
  • 2nd Placement Impression Share: The app's share of impressions in the second ad slot. Apple now serves a second ad in Search Results, so a keyword can surface two ads at once, and this column reports visibility in that slot.
  • Apple Ads Visibility Score: A measure of how visible the app is across Apple Ads.
  • Organic Keyword Rank: Where the app ranks organically for the keyword, with arrows showing recent movement.
  • Total Paid Keywords: The total number of keywords the app is bidding on across Apple Ads.

Not every search shows a second ad, which is common for low-volume keywords, so the number of 1st and 2nd placement ads served for a keyword is not always equal. Because of this, Total Impression Share is not a simple average of the two placement shares.

Open an app for deeper analysis

Click any app name in the table to open it in Search Results/App, where you can review its full paid keyword list, active countries, and competitor comparisons.

Related links

Need more help?

If you have further questions or run into any issues, reach out to your dedicated Customer Success Manager or contact the support team via live chat.