How Apple Search Ads Advanced campaigns work
A campaign is set to run ads in one of several ad placements: On the App Store Today tab, on the App Store Search tab, in App Store search results, or across product pages while people are browsing apps. Depending on your ad placement, your campaigns may contain ad groups, audience settings, bids, and keywords, which you select based on your goals for the campaign. Campaigns, ad groups, and keywords can be duplicated, paused, and reactivated at any time. You can create as many campaigns as you need, and can remove unwanted or obsolete campaigns or ad groups from your account any time. Keep in mind that once you remove a campaign or ad group, it can’t be restored or modified, and all ads for that campaign or ad group will stop running.
Note that Search tab ads, Today tab ads, and product pages ads aren’t currently available on the App Store in mainland China.
There are a variety of different ways to organize and manage keywords in search results campaigns. Before you begin creating search results campaigns, take a look at our best practices for how to structure them and organize keywords within them.
See campaign structure best practices
If you create a campaign before adding a payment method, your ads will automatically start running when a valid payment method is added to your account, unless you set your campaign status to Pause. To prevent a campaign from automatically running after creation, set its status to Pause during campaign creation then change the status to Running when you’re ready to start it, or schedule a specific date upon which you’d like it to start.
Tip: Get a head start on reaching the
If you want to cross-promote to users of your other apps and add them as an audience customer type, make sure to use the Apple ID associated with your App Store Connect account when you sign up for Apple Search Ads.