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News and Updates

A smiling person stands in a closet and folds a sweater.

May 16, 2024

Rakuten drives more installs and
better conversion.

Rakuten reached more first-time buyers with a multiple ad placement strategy, increasing visibility across every stage of the marketing funnel.

A person working on a MacBook creates a new campaign in Apple Search Ads.

May 9, 2024

New best practices: leveraging multiple
ad placements.

Find out how to build a strong app promotion strategy using multiple ad placements across the App Store.

A person smiles while playing a game on an iPhone.

April 30, 2024

Harry Potter: Magic Awakened boosts ROAS
by 571%.

Gaming app Harry Potter: Magic Awakened ran multiple ad placements across the App Store and increased impressions, conversions, and return on ad spend around the globe.

An iPhone showing a search results ad on the App Store for the example app, AwayFinder. The ad appears in Portuguese and the search term “vacation planner” is entered in the search field in Portuguese.

April 23, 2024

Now you can be discovered in one of the world’s largest
markets, Brazil.

Apple Search Ads is now available in Brazil, plus eight additional countries, so you can find even more people looking for an app like yours.

A person sleeping in bed. Below them is the Pillow app icon.

March 28, 2024

Pillow increases new 
subscription revenue
19 percent.

Sleep-tracking app Pillow drove app discovery across all Apple Search Ads placements, boosting downloads and new subscription revenue.

A map of Central America and South America with Brazil, Bolivia, Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras, Panamá, and Paraguay highlighted in blue, green, and yellow.

February 22, 2024

Apple Search Ads is
coming to Brazil and more
Latin American markets.

You’ll soon have the opportunity to promote your app in one of the largest markets in the world, Brazil, plus Bolivia, Costa Rica, Dominican Republic, El Salvador, Guatemala, Honduras, Panamá, and Paraguay.

The Today tab with an ad for the example app, TripTrek, prominently placed on the page.

December 12, 2023

Now run larger, more dynamic Today tab ads.

To provide an even better experience for advertisers and customers, Today tab ads are now larger and feature custom product page assets animating in the background.

 The search term “rocket money” is entered in the App Store search box, and below it is a search results ad for the Rocket Money app.

October 5, 2023

Rocket Money drives 1.5x increase in peak season growth.

Finance app Rocket Money ran ad placements across the App Store and used custom ads to increase awareness and ad relevancy during a key seasonal opportunity.

The Today tab with an ad for the example app, TripTrek, prominently placed on the page.

July 11, 2023

New format and streamlined setup for Today tab ads.

Today tab ads are now fully visible when people first arrive to the App Store. Ads feature your app name, icon, and subtitle, and lead to a custom product page.

Two people working together on a MacBook.

January 25, 2023


Now measure impression share using our API.

Our Campaign Management API now lets you measure impression share, rank, and search popularity by search term, app, and country or region.

Examples of a product page ad and a Today tab ad on two iPhones.

September 27, 2022

Announcing new ad placements on the App Store.

Now you can get your app discovered in
more places across the App Store with new
Today tab and product page ad placements.

A Mac showing the bonus lessons tab on the Certification page.

August 23, 2022

Introducing new Certification lessons.

Build on what you’ve learned. Now you can explore best practices to help you reach customers in more countries and regions, make the most of seasonal opportunities, and reconnect with past customers.

An iPhone showing a Search tab ad within the App Store.

July 19, 2022

Search tab campaigns now use cost-per-tap (CPT) pricing. 

Now you can promote your app before customers search and pay only when they tap your ad. 

A Mac screen showing the Create Ad page where ad variations can be built using custom product pages.

January 26, 2022

Custom product pages now integrated with Apple Search Ads.

You can now easily create up to 35 tailored ad variations from the custom product pages you set up in App Store Connect.

"Ni hao" is written, which means "Hello" in Pinyin for Simplified Chinese.

July 20, 2021

Apple Search Ads is now available in mainland China.

Whether you're a developer in mainland China or looking for a new market for your app, you can now be discovered by even more people searching for apps like yours.

Example of a Search tab ad on the App Store.

May 4, 2021

Be seen before they search.

Now you can promote your app on the App Store Search tab at the top of the suggested apps list. Get exposure for your app before search even happens.

Customer viewing Apple Search Ads Certification training on a Mac.

October 19, 2020

Introducing Apple
Search Ads Certification.

Fast-track your expertise and drive advertising performance with our curated Apple Search Ads Certification course.

Outline of a world map, with the Russian flag over Russia.

April 27, 2020

Apple Search Ads is now in Russia.

With availability in 60 countries and regions worldwide, you can find even more customers for your app. Start booking your campaigns now. Ads go live May 4.

The Recommendations page showing available, dismissed, and applied recommendations for keywords, bids, and daily cap.

March 18, 2020

Improve performance with new recommendations.

The new Recommendations page in Apple Search Ads Advanced gives you actionable insights for keywords, bids, and daily cap.

An iPhone showing Apple Card in Wallet.

October 30, 2019

Get 3% Daily Cash when you use Apple Card.

Apple Card is a new kind of credit card from Apple. Use it to pay for Apple Search Ads and get 3% unlimited Daily Cash back.

The Campaigns dashboard showing a Duplicate Campaign window.

July 10, 2019

Now easily duplicate campaigns and edit bids in bulk.

Apple Search Ads Advanced users can now duplicate campaigns for new audiences, promotions, or markets, and easily update bids for multiple keywords at once.

Outline of a world map.

March 27, 2019

Promote apps in 46 new countries and regions.

We’ve expanded into more countries and regions worldwide and are now enabling Apple Search Ads Advanced users to create single campaigns across multiple locations.

Customers working with an Apple Search Ads Partner.

February 20, 2019

Introducing partners for Apple Search Ads.

Manage and optimize your campaigns with one of our partners who offer tools and expertise.

The Create Report page showing the dimensions and metrics you can use to create custom reports.

December 12, 2018

New custom reports make reporting easier.

New custom reports for Apple Search Ads Advanced let you easily view multiple metrics and dimensions — at the keyword, ad group, campaign, storefront, or app level.

The Ad Group Keywords dashboard for a search results campaign with bid insights highlighted.

November 12, 2018

New support for bid optimization.

To help you make more informed decisions about your bids, Apple Search Ads Advanced now includes new bid suggestions and insights.

Apple Search Ads Basic dashboard.

August 22, 2018

Apple Search Ads Basic now in more countries.

Starting today, easily promote your app on the App Store in multiple countries with a single budget and max CPI.

The flags of France, Germany, Italy, Japan, South Korea, and Spain.

July 25, 2018

Apple Search Ads Advanced now in more countries.

Starting today, developers can promote their apps on the App Store in France, Germany, Italy, Japan, South Korea, and Spain.

An ad for WWDC 2018.

June 11, 2018

Apple Search Ads highlights from WWDC.

Apple Search Ads Advanced and Basic are coming to the App Store in more countries and regions this summer. View details and other new features.

A developer looking at a Mac screen.

June 6, 2018

Apple Search Ads now available to more developers.

Developers based in China and South Korea can now promote their apps on the App Store where Apple Search Ads is currently available.

The redownload icon.

May 29, 2018

New conversion insights for Apple Search Ads Advanced.

New data fields in your Campaigns dashboard show how many of your conversions are new downloads or redownloads of your app.