Sharp growth and the gradual decline of Search Ads Popularity | Rad ASO

Sharp growth and the gradual decline of Search Ads Popularity in #AppStore

Do you believe that SAP in App Store is always veracious? Not to burst your bubble, but this is often not the case.

For instance, whenever a major global event is occurring or the title of a new app ends up in search suggestions in the App Store, SAP of the related search terms can grow rapidly in just one day. Then the event ends or the app title disappears from suggestions and the SAP numbers gradually decrease throughout the next month instead of changing drastically.

Examples:

With the news of Queen Elizabeth's death, SAP of the corresponding search terms has grown rapidly in the USA. This unfortunate event was actively discussed for about a week, but we see that the SAP returned to previous values almost until the end of October. View.

27.08 the app name “MagicApp Calling & Messaging” was shown in search suggestions in the US in relation to the “magica” keyword (SAP 20).
30.08 SAP of “MagicApp Calling & Messaging” search term became 15-17 (don’t forget about the 3-day delay of SAP ).
14.09 the search term disappeared from the suggested terms, but popularity hasn’t decreased rapidly. SAP has been declining for almost a month.

Takeaway
Always pay attention to SAP change history when you select a search term to work with. If you see the typical situation where a search term increases over the course of 24 hours and then slowly decreases during the next month, there is a 90% chance that the search term was popular for one day or a few days at best.
Therefore, it won’t bring you much traffic.

We will continue to review SAP issues soon. Stay tuned.

Kudos: @olya_polaris