Yes, the checklist should be updated based on the feedback we've implemented. Here's the revised version:

Phase 1: Pre-Launch Setup (2-3 hours)

App Store Optimization:

• [ ]  Update app title with primary keyword
• [ ]  Write compelling 30-character subtitle
• [ ]  Create 5 screenshots with headlines using the framework above
• [ ]  Check current rating (aim for 4.5+ with 100+ reviews before heavy spending)
• [ ]  Set up review request email template (focus on authentic reviews only)

‍Account Setup:

• [ ]  Create Apple Search Ads account at ads.apple.com
• [ ]  Choose "Advanced" version for full control
• [ ]  Verify your app appears in app selection

‍Keyword Research:

• [ ]  Create spreadsheet with Brand, Generic, Competitor, Discovery columns plus Priority and Expected Volume
• [ ]  Research 15-20 brand keywords (your app name + variations)
• [ ]  Research 25-30 generic keywords (core functionality terms)
• [ ]  Research 15-20 competitor keywords (direct competitor names)
• [ ]  Target 50-100 total keywords for initial testing
• [ ]  Use Google Keyword Planner and Apple's suggestion tool
• [ ]  Consider Discovery campaigns for niche apps to uncover hidden volume

Phase 2: Campaign Creation (2-3 hours)

Campaign 1: Brand

• [ ]  Create campaign with $50 weekly budget
• [ ]  Add ad group with exact match keywords only
• [ ]  Set bid at 50-100% of Apple's suggested bid (typically $3.00-4.00 for high intent)
• [ ]  Turn OFF Search Match
• [ ]  Use default creative set

‍Campaign 2: Generic

• [ ]  Create campaign with $100 weekly budget
• [ ]  Add ad group with exact match keywords only
• [ ]  Set bid at 50-100% of Apple's suggested bid (typically $2.00-3.00 for medium intent)
• [ ]  Turn OFF Search Match
• [ ]  Use default creative set

‍Campaign 3: Competitor

• [ ]  Create campaign with $100 weekly budget
• [ ]  Add ad group with exact match competitor keywords
• [ ]  Set bid at 50-100% of Apple's suggested bid (typically $2.50-3.50 for moderate intent)
• [ ]  Turn OFF Search Match
• [ ]  Use default creative set

‍Campaign 4: Discovery

• [ ]  Create campaign with $50 weekly budget
• [ ]  Create "Search Match" ad group with Search Match ON, no keywords
• [ ]  Create "Broad Match" ad group with all your exact keywords as broad match
• [ ]  Set bid at 50-100% of Apple's suggested bid (typically $1.00-2.00 for low intent)
• [ ]  Add all exact match keywords as negative keywords to Discovery campaign
• [ ]  Tailor campaign settings per region if targeting multiple countries

Phase 3: Monitoring (5 minutes daily)

Daily Checks:

• [ ]  Verify all campaigns show "Running" status (not "On Hold" or "Paused")
• [ ]  Check impression counts (should see 50-100+ daily)
• [ ]  Monitor total spend vs. daily budget targets
• [ ]  Note any keywords with early install activity

‍Weekly Reviews:

• [ ]  Review Search Terms report and add irrelevant terms as negatives across campaigns
• [ ]  Calculate TTR for each campaign (target: 5%+ generic, 15%+ brand)
• [ ]  Calculate conversion rates (target: 15%+)
• [ ]  Identify top 3-5 performing keywords
• [ ]  Note problem areas (zero impressions, high spend/no installs)

Success Benchmarks

Week 1 Targets:

• [ ]  All campaigns active and spending 70%+ of budget
• [ ]  At least 10 total installs across all campaigns
• [ ]  TTR above 3% on generic keywords
• [ ]  No campaigns with zero impressions ‍

Week 2 Targets:

• [ ]  CPI below $10 for at least one campaign
• [ ]  Identified 3-5 winning keywords to scale
• [ ]  App store conversion rate above 15%
• [ ]  Clear understanding of which campaign types work best

‍Month 1 Goals:

• [ ]  Profitable CPI on primary campaigns (CPI < 3x LTV)
• [ ]  20+ winning keywords identified and optimized
• [ ]  Decision on whether ASA is viable channel for your app
• [ ]  Process for ongoing optimization established

Troubleshooting Checklist

If getting zero impressions:

• [ ]  Increase bids by 50%
• [ ]  Check if keywords are too competitive
• [ ]  Verify campaigns are approved and running (not "On Hold")

‍If getting impressions but no taps:

• [ ]  Review app store screenshots and title
• [ ]  Check if keywords match user intent
• [ ]  Consider improving app icon

‍If getting taps but no installs:

• [ ]  Focus on app store page optimization
• [ ]  Improve description and screenshots
• [ ]  Check if app preview video would help

‍If CPI is too high:

• [ ]  Lower bids by 25%
• [ ]  Focus on higher-intent keywords
• [ ]  Improve app store conversion rate
• [ ]  Consider if your LTV supports current costs

What's Next

Once your ASA campaigns are running profitably, consider these advanced optimizations:

Expand Geographically: Test campaigns in Canada, UK, Australia

‍Custom Product Pages: Create campaign-specific app store pages

‍Advanced Targeting: Add demographic and behavioral targeting

‍Creative Testing: A/B test different screenshot sets

‍Competitor Intelligence: Use tools like MobileAction to spy on competitor keywords

‍Seasonal Optimization: Add holiday and event-based keywords

Remember: ASA is about capturing existing demand, not creating it. Focus on keywords where people are already looking for solutions like yours, and the channel will work much better than trying to expand to tangential terms.

The foundation you build with this 4-campaign structure will scale as your app grows and your ASA expertise increases.