Understand Search
tab campaigns

Reach customers before they search

Ads on the App Store Search tab let you drive awareness and downloads of your app by promoting it in a prominent location, at the top of the suggested apps list. Millions of users visit the App Store Search tab every day to find and download their next app. With Search tab ads, you can capture the attention of these customers before they search. Like ads in App Store search results, ads on the Search tab can run in any eligible country or region where Apple Search Ads is offered. Ads are automatically created and seamlessly integrated into the user’s experience.

Search tab campaigns are only available as part of Apple Search Ads Advanced. Ads on the Search tab are created using the assets you’ve already uploaded to your App Store product page, and feature your app name, icon, and subtitle. Because of this, keywords aren’t needed for Search tab campaigns and ad variations aren’t available.

Note that Search tab ads aren’t currently available on the App Store in mainland China.

Search tab ad example

How Search tab budgets and
pricing work

When it comes to daily budget and pricing, Search tab campaigns offer flexibility similar to search results campaigns. There’s no minimum spend, you can invest as much or as little as you want, and you can also start, stop, or adjust your campaigns at any time.

Ad pricing is based on a cost-per-tap (CPT) model, and you determine the maximum amount you’re willing to pay. The actual amount you’ll pay is a result of a second price auction, so you can bid competitively without the worry of overpaying.

Note that CPT campaigns will start running in July. Previously created campaigns were based on a cost-per-thousand-impressions (CPM) model, and will continue to run until the transition to CPT pricing, at which time they’ll be put on hold.

For campaigns using CPM bids, an impression is counted each time at least 50 percent of your ad is visible for one second. Historical reporting data for ads using CPM bids will continue to be available after the transition to CPT pricing.