What is Keyword Boost Campaign for App Growth? Why Should You Avoid It?

Understanding Keyword Boost Campaigns in the App Store

How Keyword Rankings Work in the App Store

Whenever you launch an app, it will rank in the Google Play Store or Apple App Store for certain keywords that users search for.

For example:

• If someone searches "face yoga," they will see a long list of apps related to that keyword.

• If they type "wellness app," again, hundreds of apps will appear.

Now, let’s say you’ve developed a face yoga app. Naturally, you’d want your app to appear on the first page when someone searches for "face yoga" - ideally in the top five or ten positions.

But in reality, your app may not rank that high. Why?

• It isn’t as well-known as other apps in the category.

• It might be ranked at position 50, 100, or even 200 in the search results.

What Does a Keyword Boost Campaign Do?

A keyword boost campaign is designed to artificially improve your app’s ranking. For example:

• If your app is ranked 100th for the keyword "face yoga," a keyword boost campaign aims to push it up to the top 10 or top 5.

At this point, you might be thinking:

• That sounds great! Why isn’t everyone doing it?

• Why shouldn’t I use this strategy?

Before jumping to conclusions, let’s break down how it actually works - and why it’s a risky and unsustainable tactic.

How Does a Keyword Boost Campaign Work?

If you want your app to rank higher for a specific keyword, a keyword boost campaign artificially inflates its position in search results. Here’s how it works:

1. Select the Keyword and Target Country

   • The marketer (or app owner) chooses a keyword to rank for (e.g., "face yoga").

   • They also select a target country where they want to improve rankings.

     
     

2. Using Specialized Tools

   • These campaigns are typically offered by marketing agencies or ASO (App Store Optimization) service providers.

   • They use automated tools to execute the campaign.

     
     

3. Generating Fake Downloads
   These tools simulate real user behavior by sending bots to:

   • Search for the target keyword (e.g., "face yoga").

   • Scroll through search results until they find your app.

   • Click on your app and install it.

     
     

4. Boosting Your App's Ranking Artificially

   • Since downloads are a key ranking factor, the App Store algorithm interprets this spike in downloads as genuine interest from real users.

   • This tricks the algorithm into thinking your app is becoming more popular, boosting your ranking.

     
     

5. Brute-Force Downloading

   • These tools don’t just generate a few downloads - they flood the system with installs in a short period.

   • For example, thousands of downloads can be generated instantly to force the algorithm to push your app higher.

By doing this tactics, the App Store algorithm temporarily pushes your app's rank for a particular keyword to the top. However, by using these unethical practices, the boost is not permanent. In fact, after a few days, your ranking will drop back to where it was - or even lower - potentially harming your app. I will explain this further later in the article.

Also, don't confuse Apple Search Ads or Google Search Ads with Keyword Boost or Install Campaigns. These are completely different. Search ads are executed through the official Apple or Google Ads platform, whereas keyword boost campaigns, also known as keyword install campaigns, are carried out using third-party tools.

Why Do Marketers Use Keyword Boost Campaigns?

Now that you understand what keyword boost campaigns are and how they work, let’s address the next big question: Why do some marketer still use them if they are so risky?

The truth is that many marketing agencies and app marketers use these techniques because they provide instant results - even if those results are misleading.

1. Instant (But Fake) Ranking Boosts

App marketers and agencies use keyword boost campaigns to artificially improve an app’s ranking in a short period. This allows them to show quick results to their clients.

For example:

• If an app was previously ranked #100 for a certain keyword, after a boost campaign, it might jump to the top 5 or top 10 in just a few days.

• This makes it look like the agency’s marketing strategy is working, which helps them justify their fees.

2. A Common Black Hat ASO Technique

This method is considered black hat in the world of App Store Optimization (ASO).

There are many black hat ASO tactics, and keyword boost campaigns are one of the most commonly used.

But here’s the key issue - Just because something works temporarily doesn’t mean it’s a good strategy.

Why Do Some Marketing Agencies Push Keyword Boost Campaigns?

If keyword boost campaigns are so dangerous, why do many marketing agencies still offer them? The simple answer:

• They want to show quick results to clients.

• They want to justify their fees.

• They know that many app owners don’t fully understand the risks.

1. Manipulating Rankings to Show "Success"

When an app owner hires an agency to improve their app’s rankings, the agency wants to deliver fast results.

• Running a keyword boost campaign can quickly push an app up in rankings, making it seem like their marketing efforts are working.

• The app owner sees their app jump from #100 to the top 10 in just a few days and assumes the agency’s strategy is effective.

• But as soon as the campaign stops, the rankings crash.

Most agencies don’t explain that the increase in rankings was artificial and temporary. Instead, they take credit for the short-term boost and hope the client doesn’t notice when rankings drop later.

2. Keeping Clients Dependent on Their Services

Some agencies intentionally keep their clients in the dark about the tactics they are using.

• If an app’s rankings suddenly drop after stopping the agency’s services, the agency can say:

  • "Your rankings dropped because you stopped working with us."

  • "You need to continue using our service to maintain your rankings."

• In reality, the rankings were never real - they were temporarily inflated by a keyword boost campaign.

This strategy keeps app owners trapped in an endless cycle, constantly paying for services that provide no real long-term value.

3. Some Agencies Use Keyword Boosting Without Telling You

Some marketing agencies run keyword boost campaigns without asking for the app owner’s permission.

• They include keyword boost tactics as part of their ASO (App Store Optimization) service without mentioning it.

• If Apple or Google detects the manipulation, the app gets penalized - but the agency faces no consequences.

This is why it’s essential to ask agencies directly if they use keyword boost campaigns. If they do, it’s a major red flag.

How to Identify If Your Agency is Using Keyword Boost Campaigns

Since some agencies don’t tell you they’re using keyword boost campaigns, how can you spot the signs? Here are a few red flags that indicate your app may be involved in one - whether you agreed to it or not.

1. Your App Ranking Jumps Suddenly - Then Drops Just as Fast

• Organic ASO results take time. If your app ranking suddenly jumps from #100 to #5 overnight, it’s likely due to a keyword boost campaign.

• Check your rankings a few days later - if they drop just as quickly, something isn’t right.

2. Your Downloads Increase - But Engagement Doesn’t

• Real downloads come from real users who open, engage with, and use your app.

• If your download numbers increase but user activity remains the same, the downloads are likely fake.

3. Your Agency Focuses Only on Rankings and Downloads

• Keyword ranking is NOT the most important metric.

• The real question is: Are these downloads turning into active users or paying customers?

• If your agency only talks about rankings but never discusses revenue or engagement, be suspicious.

4. Your Rankings Drop Every Time You Stop Working with the Agency

• If your rankings are only strong while you’re paying the agency and drop immediately when you stop, they were likely using short-term black hat tactics.

• A good ASO strategy should deliver long-term, sustainable growth - not temporary spikes followed by crashes.

5. The Agency Avoids Answering Questions About Their Methods

• If you ask an agency how they are improving your rankings and they give vague answers, be cautious.

• Any legitimate ASO expert should be able to explain their strategy in detail without hesitation.

If you notice any of these red flags, there’s a high chance your agency is using keyword boost campaigns. The best course of action is to stop working with them immediately before it harms your app’s long-term success.

The "Lies" Agencies and ASO Tools Tell You About Keyword Boosting 🫣

Even when agencies do admit to using keyword boost campaigns, they try to convince app owners that it’s safe. Here are some common excuses they use - and why they are misleading.

1. "We are experts, and we know how to do it safely."

The truth: No one is better than the App Store algorithm. Apple and Google constantly update their detection systems, and no marketer can outsmart them forever.

2. "Your app already gets thousands of downloads, so boosting a few hundred won’t matter."

The truth: Even if your app is getting a large number of real downloads, the App Store monitors patterns of manipulation. A sudden spike in downloads that doesn’t match user engagement will still be flagged.

3. "We use real users, not bots, so it’s safe."

The truth: Whether they use bots or a group of real people, it’s still manipulation. The App Store tracks what happens after a download, and fake users won’t interact with your app in a meaningful way.

4. "Our method is undetectable."

The truth: No method is truly undetectable. Apple and Google have been monitoring ranking manipulation for years and continuously improve their detection technology.

5. "Everyone does it, so you should too."

The truth: Just because some people break the rules doesn’t mean you should. Many apps have been banned from the App Store for using black hat techniques. Do you want to risk everything for short-term gains?

Agencies that make these claims are not looking out for your best interests. They want to sell their services, even if it means putting your app at risk.

Why You Should NEVER Use Keyword Boost Campaigns

If you’re still wondering whether keyword boost campaigns are worth it, here’s a final breakdown of why they are a bad idea.

1. They Violate Apple and Google Policies

Keyword boost campaigns go against the guidelines of both the App Store and Google Play. If caught, your app can be penalized, removed, or even permanently banned.

2. They Do Not Bring Real Users

These campaigns may temporarily inflate download numbers, but fake installs don’t turn into engaged users, paying customers, or long-term growth. Without real user engagement, your app’s rankings will eventually drop.

3. They Can Get Your App Banned

Many apps that have used keyword boost campaigns have been permanently removed from the App Store. Apple and Google do not tolerate ranking manipulation, and they are constantly improving their detection methods.

4. Your Rankings Will Drop Once the Boost Stops

Even if your app reaches the top of search results, it won’t stay there. Once the boost campaign ends, your ranking will plummet - sometimes even lower than before.

5. It’s a Waste of Money

Keyword boost campaigns create an illusion of success, but they don’t lead to sustainable growth, real revenue, or long-term user retention. You’ll spend money for temporary results that disappear as soon as the campaign stops.

Instead of relying on shortcuts, focus on proven, ethical strategies that help your app grow the right way. In the next section, I’ll explain exactly how to do that.

What Should You Do Instead?

If keyword boost campaigns are a bad idea, what’s the right way to grow your app?

1. Focus on Organic App Store Optimization (ASO)

Optimize your app’s metadata, improve screenshots, write compelling descriptions, and encourage real user reviews.

2. Use Apple Search Ads (ASA) and Google Ads

These platforms allow you to target users who are genuinely interested in your app, bringing in real downloads and engagement.

3. Work With Ethical Growth Marketers

If you need help with marketing, choose experts who focus on sustainable ASO and legitimate user acquisition strategies.

4. Build a Product That People Love

The best way to rank high in the App Store is to have an app that people actually want to use and share.

5. Implement a Referral System

Encourage users to invite friends by offering in-app rewards, discounts, or exclusive features.

Final thoughts💡

Keyword boost campaigns might seem like an easy way to climb the rankings, but the reality is that they do more harm than good. While they can temporarily push your app higher in search results, they don’t bring real users, they violate app store policies, and they put your entire app at risk of being removed or banned.

If you want long-term success, focus on ethical, sustainable growth strategies. Invest in organic ASO, legitimate advertising like Apple Search Ads, and a great user experience. Apps that rank well and thrive over time are the ones that provide real value, not those that manipulate the system.

Before choosing any ASO service, ask the right questions. If an agency promises instant rankings without a clear strategy, it’s a red flag. The best approach to app growth isn’t a shortcut - it’s a commitment to real user engagement, quality, and ethical marketing.

By staying away from keyword boost campaigns and focusing on legitimate strategies, you’ll build a stronger foundation for your app - one that leads to real downloads, real users, and long-term success!