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Advanced | Overview

How pricing works

Apple Search Ads Advanced pricing uses a cost-per-tap (CPT) model, so you pay only when a user taps on your ad. The actual cost of a tap is a result of a second price auction. The CPT you pay is based on what your nearest competitor is willing to pay for a tap on their ad, up to your maximum CPT bid, and other factors. This means you can bid competitively without the worry of overpaying.

Anytime you create a new campaign or ad group, we’ll present a max CPT bid suggestion to help you make a more informed decision about your bid. The suggested amount is meant to help increase the likelihood that your ads are shown on the App Store. It’s based on what we know about your app and what advertisers with similar apps are willing to pay. It’s simply a reference point.