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 Creative Sets 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 campaign budgets and pricing work

When it comes to 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.

Managing your spend is easy. Simply set your campaign budget and add a daily cap to control how your budget is spent over time.

Ad pricing is based on a cost-per-thousand-impressions (CPM) model, and you determine the maximum amount you’re willing to pay. The actual cost is a result of a second price auction, which calculates what you pay based on what the next closest bidder is willing to pay. As a result, you can bid competitively without the worry of overpaying. When you create a Search tab campaign or ad group, you’ll set a max CPM bid at the ad group level, and you can adjust it anytime, just as you do with bids for search results campaigns.

Note that an impression is counted each time at least 50 percent of your ad is visible for one second.