Hi there!
Short answer: YES you can.
Long answer: YES you can BUT don’t do it.
Here’s why.
Apple combines single terms from the Keyword Field with each other. At AppTweak, we do recommend using single keywords that are easily combinable with each other in order to create a series of long tail (and broad) keywords you want to target. (e.g: “cheap,hotel,booking” will match: cheap hotel booking, cheap booking hotel, hotel cheap booking, booking hotel cheap, hotel booking, etc.)
If you use a phrase in the keyword field, you’re simply loosing potential of being ranked on other combinations.
Indeed, by including explicitly broad keywords or long tail keywords — so in our example: “cheap hotel booking” — your app will only be ranked on the exact match “cheap hotel booking” (no other combinations will be created).
Your app power on that long tail keyword may be stronger than in option 1 (using single keywords) but it is most likely not worth losing other combinations ranking opportunities.
In a nutshell, I’d advise you to target long tail keywords using single keywords in your Keyword Field. Make sure not to repeat the keywords used in your Keyword Field in your app title and subtitle, as they are taken into account only once by the algorithm.
AppTweak ASO Tool is a very powerful platform helping you to find the best keywords for your app but also providing a variety of indicators that will help you understand a keyword’s performance in terms of Volume (Search Popularity, Competition, or rank for instance) — for single, broad and long tail keywords.
I hope this helps!
Oh and remember: “It is more effective to rank high for a lower popular keyword than to rank low for a high popular keyword.”
That is why, I’d highly recommend you to indeed target long tail keywords, especially if your app is new and/or doesn’t have a lot of traction.
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