To create a Today tab ad, you’ll first need to set up a custom product page in App Store Connect. You can do this anytime without submitting a new app version. All you need is Marketing role access to the App Store Connect account. Your ad creative will be based on the assets from your custom product page. Once you have an eligible custom product page set up, you can begin Today tab campaign creation in Apple Search Ads Advanced. If you have multiple custom product pages set up in App Store Connect, you’ll be able to select which one you want to use during campaign creation.
When creating Today tab ads, keep the following in mind:
The custom product page you use for your ad must include at least four portrait or five landscape assets.
The custom product page must use the correct language for the countries and regions where you want your campaign to run. Note that Today tab ads aren’t currently available on the App Store in mainland China.
Today tab ads require approval by Apple Search Ads to be used for advertising. While in review, your ad will be on hold and you’ll see the ad status “Ad creative in review” on the Ads dashboard.
Your Today tab ad will run as soon at it’s approved, unless you schedule it to start on a specific date or set its status to Pause while in review.
Tip: Plan ahead for review of time-sensitive ads.
If you want your Today tab ad to run during a particular time period, create and submit it for review early. This will help ensure you have time to get it approved — or correct any issues standing in the way of approval — before you want it to run on the App Store.