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Advanced | Overview

How ads are created

Your ad is created using the metadata and assets you already uploaded for your App Store product page. For Search tab ads, your app name, app icon, and subtitle are used. Search results ads use your app name, subtitle, description, preview videos, and screenshots. If you update your metadata or assets, your app will need to go through the App Store approval process again.

Tip: Review app metadata.

Since ad content relies on metadata, take the time to review your app metadata in App Store Connect before you start a campaign. Apple Search Ads doesn’t support customization of ad creative, so you can’t change the way your ad looks or upload your own ad design. However, for search results ads, you can use Creative Sets to create more ad variations that leverage additional App Store assets and align to your ad group keyword themes or audiences.

Learn about optimizing your App Store product page

How ads appear

With Apple Search Ads Advanced, you have two ad placement options. Get your app seen before people search with Search tab ads, and show up at the moment of search with an ad at the top of search results.

Search results ads
When a user searches on the App Store, a single, sponsored ad may appear at the top of the search results. All ads have a blue background and ad disclosure icon. Ads can appear in one of several formats, depending on the user’s device and what may work best for the search query and user.

To see examples of how your search results ads look as you set up your campaign, go to the Creative Sets module during campaign creation. The preview doesn’t show actual app ratings, but the live ad on the App Store shows live ratings plus the price and currency of the app for the country or region you chose.

Whether your ad shows over other advertisers bidding on that same query is determined by the combination of your app’s relevance to the search query and the amount of your bid.

It’s just as important to know when your app won’t appear. For example, if your app isn’t relevant to what the user is looking for, it won’t make it into the ad spot — regardless of how much you may be willing to pay. Apple Search Ads considers both relevance as well as bidding, and does not put apps into auctions if they are not a good match.

Search tab ads
Search tab ads appear at the top of the suggested apps list, and also have a blue background and ad disclosure icon. Whether they show over other advertisers is determined by factors including relevance, performance, and bid amount.

Learn about ads on the Search tab