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Expand Your Apple Search Ads Strategy Into 21 New Countries

By January 21, 2025January 23rd, 2025No Comments6 min read Product Updates

Apple adds ASA support for Cyprus, Morocco, Slovakia, Armenia, and more

Apple Search Ads has come a long way in helping marketers access global markets. In early 2019, only 13 countries were supported. Now, Apple Search Ads expands to 91 global markets, thanks to a December 3, 2024, update announcing the addition of 21 new countries.

The newest countries added to Apple Search Ads include:

APAC (Asia-Pacific)

  • Mongolia
  • Nepal
  • Sri Lanka

CA (Central Asia)

  • Kyrgyzstan
  • Uzbekistan

EMEA (Europe, Middle East, and Africa)

  • Algeria
  • Armenia
  • Bahrain
  • Bulgaria
  • Cyprus
  • Estonia
  • Ghana
  • Iceland
  • Iraq
  • Kenya
  • Latvia
  • Luxembourg
  • Morocco
  • Slovakia
  • Slovenia
  • Türkiye

All 21 countries are fully supported in Search Ads Maven by Kochava, the leading Apple Search Ads campaign management and automation platform.

Tips for Tapping Into New Apple Search Ads Markets

As Apple Search Ads expands and you forge into new territories and regions with your ASA strategy, here are best practices and great tips to keep top of mind:

1. Be an early adopter: Strive to enter new countries quickly to take advantage of lower cost-per-tap (CPT) and cost-per-acquisition (CPA) rates, before the bidding gets crowded.

2. Understand local culture and preferences: Conduct research to understand cultural nuances, preferences, and behaviors of target audiences in the new country. This helps tailor your messaging and creative content to resonate with local consumers.

Apple Search Ads Expands Into New Global Markets

3. Localize content: Ensure that all product page content is localized. This goes beyond translation—it also involves adapting creative and messaging to fit local idioms, humor, and cultural references.

4. Comply with local regulations: Familiarize yourself with legal and regulatory requirements for marketing in the new region. This includes data privacy laws, advertising standards, and consumer protection regulations. Determine whether you need a local office or personnel to manage your ASA campaigns for particular countries.

5. Test and iterate: Start with a set of pilot campaigns to test the waters before jumping in. Use A/B testing to determine what works best in the new market, and be prepared to iterate fast based on feedback and performance data.

6. Be unwaveringly customer-first: Provide excellent customer support accessible in the local language and time zone. This builds trust and loyalty among new customers and helps prevent poor ratings.

By following these best practices, you can effectively enter and establish a presence in new countries as Apple Search Ads expands, ensuring that campaigns are both impactful and culturally relevant.

Conquer New ASA Frontiers With AI and Automation

Embarking into new territories can be daunting, especially if your existing campaign management workload is already overwhelming. Creating new campaigns, finding performant keywords in new languages, determining country-level budgets, and homing in on your optimal CPT and CPA targets for each country as Apple Search Ads expands isn’t easy. Thankfully, Search Ads Maven can help lighten the load.

Automation and AI capabilities built into Search Ads Maven give ASA marketers a competitive edge to scale and grow into new countries without overtaxing team resources or budgets. Let’s look at a few quick examples:

Quickly Discover New Keywords in New Languages

In the Keyword Analysis dashboard, choose a country and language to swiftly generate AI-recommended keywords for exploratory campaigns. This feature is particularly useful if you’re unfamiliar with a specific country or language, offering guidance on which keywords merit your testing budget. The dashboard provides insights into each keyword’s popularity score and the total number of apps utilizing the term.

After identifying suitable keywords, you can incorporate them into your various campaigns or ad groups, either individually or in bulk.

Automate Quality Assurance on New Keywords

Finding new keywords is one thing, but testing them to see if they’re performant is quite another. This can be a demanding task, especially if you’re manually tracking performance against your key performance indicators (KPIs) and adjusting budgets and keyword bids across different languages and countries to manage costs. Nobody wants to waste their budget on keywords that don’t perform well, but if you can’t keep up with your growing roster, it’s unavoidable.

With Search Ads Maven, you can activate a built-in strategy template, Keyword Journey™, that automates your keyword exploration campaigns. Simply set your test budget and target cost per acquisition (CPA) or cost per goal (CPG) for in-app events such as trials, registrations, or purchases. You can choose your present value (PV) multiplier to weigh toward efficiency or volume, whichever you desire more.

This activates a set of automation rules for your new keyword exploration campaigns to isolate new terms that deliver performance with maximum efficiency. Marketers use this strategy to discover the keywords that deliver on performance and avoid wasting spend long-term on keywords that simply do not deliver results.

Automate Budget Redistribution & Bidding

Managing budgets across different countries can be challenging. While you can set a maximum daily budget for each country, keeping track of spending changes and addressing how individual campaigns and ad groups affect that budget can be demanding. This also applies to the bid amounts you assign to keywords.

Search Ads Maven’s Automation Studio offers solutions by enabling you to automatically:

  • Pause underperforming campaigns, ad groups, or keywords to prevent unnecessary budget depletion
  • Redistribute budget from underperforming countries, campaigns, or ad groups to high-performing ones to enhance efficiency
  • Adjust keyword bids in response to market changes and their performance relative to your target CPT, CPA, and/or CPG targets

Automation rules are easily set up using a user-friendly rule-builder widget.

Get Help

Taking your growth campaigns to new countries and regions with Apple Search Ads is seamless with Search Ads Maven integration. As soon as Apple Search Ads expands to a new country, your existing strategies and automation rules can be applied immediately. Additionally, the keyword analysis tools automatically update to include the latest app store data, helping you make informed decisions based on data-driven insights.

If you’re looking to discuss your Apple Search Ads campaign optimization plans further, reach out to our team of experts for valuable insights and guidance tailored to your needs. Contact us now.

Want a Search Ads Maven demo? Request one here.