Improve Basic app promotion results

Drive Apple Search Ads Basic performance by following best practices

Many factors affect how your Apple Search Ads Basic app promotions perform, including relevancy, your maximum cost-per-install (max CPI) amount compared to your competitors, and user response to your ad. The following best practices can help improve your app promotion results.

  • Review your metadata in App Store Connect to ensure it’s an accurate representation of your app. Your app title, descriptions, and keywords are all considerations Apple Search Ads uses to assess your app’s relevance for specific search queries.

    Review App Store metadata best practices

    Note that if you change your App Store metadata, it can take up to 24 hours to be reflected in the ad preview within your account, and up to two hours to be reflected in your ad on the App Store.
  • Take a look at your ad creative. It can play a key role in your app promotion performance. Because Apple Search Ads uses the app name, subtitle, description, preview videos, and up to the first three screenshots approved for your App Store product page to create your ad, you may want to consider adjusting these assets if your ad isn’t performing well.
  • Consider your product page, too, as it can also help drive installs. With three app previews, 10 screenshots, and new text fields, product pages offer more opportunities to showcase your work.
  • If your ad isn’t delivering results, try raising your max CPI to increase the likelihood of your ad being shown. You can use the suggested max CPI in your dashboard as a guide to help determine the right amount.
  • Consider running your app promotion in all the countries and regions where your app is available. This will give you more opportunities to reach interested customers. Check your monthly budget to make sure you’re reaching as many customers as possible. You may need to increase your budget, especially if you’re running app promotions in multiple countries and regions.
  • Make sure you’re using the right business model. The right business model for your app balances your goals with the expectations of key audiences, and can also affect the performance of your app in App Store search, including with Apple Search Ads. If you’ve tried the above and still aren’t seeing results, it’s a good idea to review App Store best practices.

    Learn how to choose your business model