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Das Discovery-Signal aus Broad Match fliesst in Competitor Exact, von dort in Brand Defense – jede Schicht fungiert als Filter für die nächste. Nach iOS 18.2 ist Custom Product Page Attribution im Jahr 2026 zur Pflicht geworden: Ein Single-Campaign-Ansatz verdeckt Churn, Budget-Verteilung bleibt manuell und fehleranfällig.",{"type":32,"tag":40,"props":41,"children":43},"h2",{"id":42},"discovery-schicht-warum-broad-match-oben-stehen-muss",[44],{"type":37,"value":45},"Discovery-Schicht: Warum Broad Match oben stehen muss",{"type":32,"tag":33,"props":47,"children":48},{},[49,51,57],{"type":37,"value":50},"Broad-Match-Kampagnen sind die Discovery-Ebene der Apple Search Ads Hierarchie – dazu da, neue Keyword-Cluster zu finden und unerwartete Intent-Signale zu erfassen. Viele Studios lassen diesen Modus nach dem Prinzip «einfach alles testen, dann filtern» laufen und verbrennen täglich 500–1000 Dollar bei einer TTR (Tap-Through Rate) unter 2,5 %. Die richtige Herangehensweise: Broad Match ganz nach oben ins Funnel, aber mit einem ",{"type":32,"tag":52,"props":53,"children":54},"strong",{},[55],{"type":37,"value":56},"3-Tage-Rolling-Window",{"type":37,"value":58}," und kontrolliertem CPP-Ceiling.",{"type":32,"tag":33,"props":60,"children":61},{},[62,64,69],{"type":37,"value":63},"Das Ziel bei Broad ist nicht CPP, sondern ",{"type":32,"tag":52,"props":65,"children":66},{},[67],{"type":37,"value":68},"LTV\u002FCPI-Ratio",{"type":37,"value":70}," – im ersten 3-Tage-Fenster ist 0,4x akzeptabel, weil die Keyword-Daten ins Data Warehouse fliessen. Dieser Datenwert liegt hier: Der Search-Match-Algorithmus zeigt Ihnen Competitive Set aus Apples Perspektive. Wenn Sie mit Broad Match «puzzle game» starten, surfaçoniert der Algorithmus Intent-Cluster wie «merge», «match-3», «interior design» – das sind Migration-Kandidaten für Ihre Competitor-Exact-Kampagne.",{"type":32,"tag":33,"props":72,"children":73},{},[74,76,81],{"type":37,"value":75},"Kritisch: In der Broad-Kampagne ",{"type":32,"tag":52,"props":77,"children":78},{},[79],{"type":37,"value":80},"keine exakten Negatives eingeben",{"type":37,"value":82},". Negative Keywords gehören nur zu irrelevanten Kategorien (z. B. «poker», «casino», wenn das eine andere Game-Gattung ist). Exakte Negatives unterbrechen den Learning Loop, töten die Discovery-Funktion.",{"type":32,"tag":84,"props":85,"children":87},"h3",{"id":86},"budget-ceiling-formel-für-broad-match",[88],{"type":37,"value":89},"Budget-Ceiling-Formel für Broad Match",{"type":32,"tag":91,"props":92,"children":96},"pre",{"className":93,"code":94,"language":95,"meta":16,"style":16},"language-python shiki shiki-themes github-dark","daily_budget_broad = (target_monthly_installs * 0.15) * target_CPI * 1.8\n# 0.15 → Discovery-Anteil (%15)\n# 1.8 → Broad-CPI-Multiplikator (akzeptabel: 1.8x von Exact)\n","python",[97],{"type":32,"tag":98,"props":99,"children":100},"code",{"__ignoreMap":16},[101,158,168],{"type":32,"tag":102,"props":103,"children":106},"span",{"class":104,"line":105},"line",1,[107,113,119,124,129,135,140,144,149,153],{"type":32,"tag":102,"props":108,"children":110},{"style":109},"--shiki-default:#E1E4E8",[111],{"type":37,"value":112},"daily_budget_broad ",{"type":32,"tag":102,"props":114,"children":116},{"style":115},"--shiki-default:#F97583",[117],{"type":37,"value":118},"=",{"type":32,"tag":102,"props":120,"children":121},{"style":109},[122],{"type":37,"value":123}," (target_monthly_installs ",{"type":32,"tag":102,"props":125,"children":126},{"style":115},[127],{"type":37,"value":128},"*",{"type":32,"tag":102,"props":130,"children":132},{"style":131},"--shiki-default:#79B8FF",[133],{"type":37,"value":134}," 0.15",{"type":32,"tag":102,"props":136,"children":137},{"style":109},[138],{"type":37,"value":139},") ",{"type":32,"tag":102,"props":141,"children":142},{"style":115},[143],{"type":37,"value":128},{"type":32,"tag":102,"props":145,"children":146},{"style":109},[147],{"type":37,"value":148}," target_CPI ",{"type":32,"tag":102,"props":150,"children":151},{"style":115},[152],{"type":37,"value":128},{"type":32,"tag":102,"props":154,"children":155},{"style":131},[156],{"type":37,"value":157}," 1.8\n",{"type":32,"tag":102,"props":159,"children":161},{"class":104,"line":160},2,[162],{"type":32,"tag":102,"props":163,"children":165},{"style":164},"--shiki-default:#6A737D",[166],{"type":37,"value":167},"# 0.15 → Discovery-Anteil (%15)\n",{"type":32,"tag":102,"props":169,"children":171},{"class":104,"line":170},3,[172],{"type":32,"tag":102,"props":173,"children":174},{"style":164},[175],{"type":37,"value":176},"# 1.8 → Broad-CPI-Multiplikator (akzeptabel: 1.8x von Exact)\n",{"type":32,"tag":33,"props":178,"children":179},{},[180],{"type":37,"value":181},"Beispiel: 10K Installs\u002FMonat angestrebt, $2,50 Target-CPI → $6.750\u002FMonat Broad-Budget → ~$225\u002FTag. Wird dieses Ceiling überschritten, ist es Verschwendung statt Discovery.",{"type":32,"tag":40,"props":183,"children":185},{"id":184},"competitor-exact-intent-hijacking-schicht",[186],{"type":37,"value":187},"Competitor Exact: Intent-Hijacking-Schicht",{"type":32,"tag":33,"props":189,"children":190},{},[191,193,198,200,205],{"type":37,"value":192},"Wenn Keywords aus Broad Match ",{"type":32,"tag":52,"props":194,"children":195},{},[196],{"type":37,"value":197},"Konkurrenzspiel-Namen",{"type":37,"value":199}," und ",{"type":32,"tag":52,"props":201,"children":202},{},[203],{"type":37,"value":204},"Konkurrenz-Brand-Terms",{"type":37,"value":206}," enthalten, migrieren Sie sie in die zweite Schicht – Competitor Exact. Der Zweck ist einfach: die Brand-Awareness Ihres Konkurrenten abfangen. Der Nutzer sucht nach «Candy Crush», Sie zeigen Ihr Puzzle-Game – der Intent ist bereits educiert, Sie bieten nur eine Alternative.",{"type":32,"tag":33,"props":208,"children":209},{},[210,212,217],{"type":37,"value":211},"Die TTR von Competitor Exact ist 30–50 % niedriger als Brand Exact (Apples eigene Daten), aber CPP ist meist 15–25 % günstiger, weil Bidding-Konkurrenz auf dem Konkurrenz-Keyword klein ist. Entscheidend: In der Competitor-Kampagne muss die ",{"type":32,"tag":52,"props":213,"children":214},{},[215],{"type":37,"value":216},"Custom Product Page Strategie unterschiedlich sein",{"type":37,"value":218},". Wenn der Konkurrent ein «Time-Management»-Spiel ist, sollte Ihre CPP-Creative die Botschaft «weniger Wartezeit» transportieren – ohne diesen Differential Positioning bleibt Competitor Exact ROI negativ.",{"type":32,"tag":33,"props":220,"children":221},{},[222,224,229],{"type":37,"value":223},"Bei der Auswahl der Konkurrenz-Keywords wird oft falsch vorgegangen: Top-20 aus den Charts nehmen. Richtig: ",{"type":32,"tag":52,"props":225,"children":226},{},[227],{"type":37,"value":228},"Audience-Overlap-Analyse",{"type":37,"value":230}," – via Sensor Tower oder data.ai das User-Demographic des Konkurrenz-Games ziehen, nur die mit 60%+ Overlap auswählen. Beispiel: Haben Sie ein Hyper-Casual-Game, ist das Keyword eines Match-3-Legend-Spiels Verschwendung – unterschiedliche Core Motivation.",{"type":32,"tag":232,"props":233,"children":234},"table",{},[235,264],{"type":32,"tag":236,"props":237,"children":238},"thead",{},[239],{"type":32,"tag":240,"props":241,"children":242},"tr",{},[243,249,254,259],{"type":32,"tag":244,"props":245,"children":246},"th",{},[247],{"type":37,"value":248},"Konkurrenz-Typ",{"type":32,"tag":244,"props":250,"children":251},{},[252],{"type":37,"value":253},"TTR-Benchmark",{"type":32,"tag":244,"props":255,"children":256},{},[257],{"type":37,"value":258},"CPP vs Brand Delta",{"type":32,"tag":244,"props":260,"children":261},{},[262],{"type":37,"value":263},"CPP-Einsatz",{"type":32,"tag":265,"props":266,"children":267},"tbody",{},[268,292,315],{"type":32,"tag":240,"props":269,"children":270},{},[271,277,282,287],{"type":32,"tag":272,"props":273,"children":274},"td",{},[275],{"type":37,"value":276},"Direkter Konkurrent (gleiches Subgenre)",{"type":32,"tag":272,"props":278,"children":279},{},[280],{"type":37,"value":281},"3,5–5 %",{"type":32,"tag":272,"props":283,"children":284},{},[285],{"type":37,"value":286},"+15–20 %",{"type":32,"tag":272,"props":288,"children":289},{},[290],{"type":37,"value":291},"Ja, hohe Priorität",{"type":32,"tag":240,"props":293,"children":294},{},[295,300,305,310],{"type":32,"tag":272,"props":296,"children":297},{},[298],{"type":37,"value":299},"Benachbartes Genre (ähnliche Core Loop)",{"type":32,"tag":272,"props":301,"children":302},{},[303],{"type":37,"value":304},"2,8–4 %",{"type":32,"tag":272,"props":306,"children":307},{},[308],{"type":37,"value":309},"+25–35 %",{"type":32,"tag":272,"props":311,"children":312},{},[313],{"type":37,"value":314},"Ja, testen",{"type":32,"tag":240,"props":316,"children":317},{},[318,323,328,333],{"type":32,"tag":272,"props":319,"children":320},{},[321],{"type":37,"value":322},"Kategorie-Leader (andere Mechanik)",{"type":32,"tag":272,"props":324,"children":325},{},[326],{"type":37,"value":327},"1,5–2,5 %",{"type":32,"tag":272,"props":329,"children":330},{},[331],{"type":37,"value":332},"+50%+",{"type":32,"tag":272,"props":334,"children":335},{},[336],{"type":37,"value":337},"Nein, Verschwendungsrisiko",{"type":32,"tag":40,"props":339,"children":341},{"id":340},"brand-defense-warum-der-eigene-name-eine-separate-kampagne-braucht",[342],{"type":37,"value":343},"Brand Defense: Warum der eigene Name eine separate Kampagne braucht",{"type":32,"tag":33,"props":345,"children":346},{},[347,349,354],{"type":37,"value":348},"Die Brand-Exact-Kampagne – Ihr Spiel-Name, Studio-Name – ist die unterste Funnel-Schicht und die ",{"type":32,"tag":52,"props":350,"children":351},{},[352],{"type":37,"value":353},"günstigste Conversion-Ebene",{"type":37,"value":355},". Bei Apple Search Ads liegt der CPT (Cost Per Tap) für Brand Keywords meist bei $0,10–0,30, während Broad Match $1,50–3,00 kostet. Viele Studios denken «Nutzer, die uns suchen, laden ohnehin organisch herunter» – das ist ein Install-Verlust von 12–18 %.",{"type":32,"tag":33,"props":357,"children":358},{},[359],{"type":37,"value":360},"Warum? Weil Konkurrenten auf Ihrem Brand-Keyword bieten. Sie besitzen das Spiel «Puzzle Master», aber Konkurrenz «Match Kingdom» bietet $2 auf Ihren Brand-Keyword. Apples Auktions-Algorithmus wählt nach Relevanz + Bid – wenn Sie nicht bieten, gewinnt manchmal der Konkurrent. Brand Defense Kampagnen verhindern diesen Hijack.",{"type":32,"tag":33,"props":362,"children":363},{},[364,366,371],{"type":37,"value":365},"In der Brand-Kampagne liegt TTR bei 18–35 % – sehr hoch, weil Intent sicher ist. Hier: ",{"type":32,"tag":52,"props":367,"children":368},{},[369],{"type":37,"value":370},"Nur Exact Match",{"type":37,"value":372},", Bid $0,50–$1,00 (reicht, um Konkurrenten auszustechen), Creative mit «neue Season» oder «Update»-Botschaft – wer das Spiel kennt, braucht einen Fresh Reason.",{"type":32,"tag":84,"props":374,"children":376},{"id":375},"brand-kampagne-bid-strategie",[377],{"type":37,"value":378},"Brand-Kampagne Bid-Strategie",{"type":32,"tag":91,"props":380,"children":382},{"className":93,"code":381,"language":95,"meta":16,"style":16},"if competitor_bid_on_brand:\n    brand_bid = competitor_avg_bid * 1.3  # Konkurrenz outbidden\nelse:\n    brand_bid = 0.3  # Minimales Bid, Blend aus organisch + paid\n",[383],{"type":32,"tag":98,"props":384,"children":385},{"__ignoreMap":16},[386,399,430,443],{"type":32,"tag":102,"props":387,"children":388},{"class":104,"line":105},[389,394],{"type":32,"tag":102,"props":390,"children":391},{"style":115},[392],{"type":37,"value":393},"if",{"type":32,"tag":102,"props":395,"children":396},{"style":109},[397],{"type":37,"value":398}," competitor_bid_on_brand:\n",{"type":32,"tag":102,"props":400,"children":401},{"class":104,"line":160},[402,407,411,416,420,425],{"type":32,"tag":102,"props":403,"children":404},{"style":109},[405],{"type":37,"value":406},"    brand_bid ",{"type":32,"tag":102,"props":408,"children":409},{"style":115},[410],{"type":37,"value":118},{"type":32,"tag":102,"props":412,"children":413},{"style":109},[414],{"type":37,"value":415}," competitor_avg_bid ",{"type":32,"tag":102,"props":417,"children":418},{"style":115},[419],{"type":37,"value":128},{"type":32,"tag":102,"props":421,"children":422},{"style":131},[423],{"type":37,"value":424}," 1.3",{"type":32,"tag":102,"props":426,"children":427},{"style":164},[428],{"type":37,"value":429},"  # Konkurrenz outbidden\n",{"type":32,"tag":102,"props":431,"children":432},{"class":104,"line":170},[433,438],{"type":32,"tag":102,"props":434,"children":435},{"style":115},[436],{"type":37,"value":437},"else",{"type":32,"tag":102,"props":439,"children":440},{"style":109},[441],{"type":37,"value":442},":\n",{"type":32,"tag":102,"props":444,"children":446},{"class":104,"line":445},4,[447,451,455,460],{"type":32,"tag":102,"props":448,"children":449},{"style":109},[450],{"type":37,"value":406},{"type":32,"tag":102,"props":452,"children":453},{"style":115},[454],{"type":37,"value":118},{"type":32,"tag":102,"props":456,"children":457},{"style":131},[458],{"type":37,"value":459}," 0.3",{"type":32,"tag":102,"props":461,"children":462},{"style":164},[463],{"type":37,"value":464},"  # Minimales Bid, Blend aus organisch + paid\n",{"type":32,"tag":33,"props":466,"children":467},{},[468,470,475],{"type":37,"value":469},"In der Brand-Kampagne sollte ",{"type":32,"tag":52,"props":471,"children":472},{},[473],{"type":37,"value":474},"Search Match ausgeschaltet",{"type":37,"value":476}," sein – der Algorithmus dehnt manchmal Brand-ähnliche Begriffe auf irrelevante Keywords aus, erzeugt Budget-Leak.",{"type":32,"tag":40,"props":478,"children":480},{"id":479},"budget-fluss-zwischen-funnel-schichten-waterfall-architektur",[481],{"type":37,"value":482},"Budget-Fluss zwischen Funnel-Schichten: Waterfall-Architektur",{"type":32,"tag":33,"props":484,"children":485},{},[486,488,493],{"type":37,"value":487},"Statt die drei Schichten mit isolierten Budgets zu führen, erzeugt ",{"type":32,"tag":52,"props":489,"children":490},{},[491],{"type":37,"value":492},"Waterfall-Budget-Allocation",{"type":37,"value":494}," einen ROAS-Anstieg von 25–40 %. Die Logik: Jede Schicht, die einen Performance-Threshold überschreitet, leitet Overflow-Budget nicht nach oben, sondern reinvestiert in die nächste Test-Runde – Discovery und Conversion Efficiency bleiben ausbalanciert.",{"type":32,"tag":33,"props":496,"children":497},{},[498],{"type":37,"value":499},"Waterfall-Regeln:",{"type":32,"tag":501,"props":502,"children":503},"ol",{},[504,515,525],{"type":32,"tag":505,"props":506,"children":507},"li",{},[508,513],{"type":32,"tag":52,"props":509,"children":510},{},[511],{"type":37,"value":512},"Brand Exact ist immer vollfinanziert",{"type":37,"value":514}," – wenn diese Schicht ROI positiv ist, kein Budget-Limit",{"type":32,"tag":505,"props":516,"children":517},{},[518,523],{"type":32,"tag":52,"props":519,"children":520},{},[521],{"type":37,"value":522},"Competitor Exact → Brand Feed",{"type":37,"value":524}," – wenn Competitor LTV\u002FCPI > 1,2 erreicht, fliesst Overflow-Budget nicht zu Brand, sondern zu neuen 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