Marketers voice many cons to running Apple Search Ads for branded keywords. Well-known companies usually say, “We have a recognizable brand and already rank #1 in the organic listing on the App Store. If we bid on the branded keywords, we simply buy the traffic we would get for free”.
Indeed, why should you bother paying for the brand keywords if they are already triggered by your organic listing? Especially if you have a well-known brand that people think of right away. You think about taxi – you search for Uber, you want to watch a new season of a show – you search for Netflix.
However, it’s not that straightforward as it might seem. Let’s figure out whether branded keywords in Apple Search Ads are budget wasters or brand protection guards.