Apple Search Ads' popularity scores, a crucial metric for App Store Optimization (ASO) platforms, are experiencing another round of significant changes. This development comes just weeks after a temporary issue affected scores across the board.
Recent Developments
Previous Incident: A few weeks ago, a temporary issue in Apple Search Ads affected popularity scores for most keywords, impacting ASO platforms that rely on this metric for keyword volume calculations.
New Changes Observed: Lucas Riedinger and the AppTweak team have recently identified another shift in popularity scores. Unlike the previous incident, this change appears more selective. Keywords containing special and/or hidden characters are predominantly affected, with their popularity scores dropping to the minimum value.
Implications and Uncertainties
Data Cleanup Efforts: These changes suggest Apple is making efforts to refine its data points, addressing previous criticisms about certain keyword popularity scores.
Potential Overcorrection: Some legitimate brand names like Disney+ may be inadvertently affected, raising questions about the accuracy of these adjustments.
Uncertain Permanence: It's not clear whether these changes will be permanent or if Apple will make further corrections.
ASO Strategy Impact: These fluctuations could significantly impact ASO strategies that rely heavily on Apple's popularity scores.
Looking Ahead
The ASO community is closely monitoring these developments. Further changes may occur in the coming days, potentially affecting additional types of keywords. App developers and marketers are advised to stay alert and be prepared to adjust their strategies accordingly.
As the situation evolves, more updates are expected to provide clarity on Apple's approach to refining its search popularity metrics.
