Understand where your ad can run on the App Store
Apple Search Ads Advanced offers four different ad placements to help you promote your app throughout the App Store user journey. Keep in mind that some categories of apps aren’t currently eligible to run ads on various placements, due to our policies and restrictions, which may vary by country or region.
Drive visibility and downloads of your app with ad placements including:
These placements help you promote your app throughout the App Store user journey. Here’s more information about each placement option:
Today tab ads let you reach people on the front page of the App Store, where users start their visit. Ads are fully visible when people first arrive, and feature your app name, icon, and subtitle. Each ad uses a custom product page you set up in App Store Connect as the tap destination. Your app name, icon, and subtitle must be approved for advertising before your ad can run. Note that Today tab ads aren’t currently available on the App Store in mainland China.
Search tab ads let you reach users before they search for something specific, with an ad that appears prominently at the top of the suggested apps list on the Search tab.
Search results ads let you reach users when they search for something specific, with an ad at the top of relevant search results. To match your ad with potential customers’ search terms, you can choose your own keywords or use the ones we suggest. Matching is based on a direct signal of customers’ intent — their search query.
Product pages — while browsing ads let you reach people while they browse apps on pages across the App Store, whether their journey started on the App Store or from an outside link. When interested users have scrolled to the bottom of product pages, ads appear at the top of the You Might Also Like list. Note that product page ads aren’t currently available on the App Store in mainland China.
To advertise an app on the App Store in mainland China, your business and app must be approved. Additional requirements also apply, and may vary depending on the ad placement.
See the Apple Advertising Policies for more details
Below are some additional details on the similarities and differences between ad placements:
How ads are created
Ads are created using the metadata and assets you already uploaded in App Store Connect.
Today tab, Search tab, and product page ads feature your app name, icon, and subtitle. Today tab ads require a custom product page as the tap destination. For search results ads, you can create a default ad that’s based on your app’s product page, or you can create ad variations from custom product pages you set up in App Store Connect.
All ads have an ad disclosure icon.