Why advertise

What is Search Ads?

Search Ads is an efficient, easy way to help people discover your app on the App Store for iPhone and iPad.

There’s no better place to be seen than at the top of App Store search. You can reach high-intent, engaged users on the most affordable mobile ad platform.

What is Search Ads Advanced?

Search Ads Advanced is ideal for developers or agencies who want access to powerful marketing tools they can use to control campaigns and the audiences who see their ads. There’s no budget maximum.

  • Choose keywords and audiences for your ads.
  • Set your own bids and budgets.
  • Pay only when a user taps on your ad.
  • View detailed reports of all key metrics.
  • Measure value and manage at scale with APIs.

Who can use Search Ads Advanced?

If you’re a developer with an app currently on the App Store for iPhone or iPad in the available storefronts, or an agency that manages campaigns on behalf of developers, you may be eligible to use Search Ads Advanced. You must have a valid email Apple ID to sign up. Apple IDs that use phone numbers only are not accepted. Certain exceptions apply, and all advertisers must comply with Search Ads Content and Advertising policies at all times.

View a list of countries and regions where your business must be located to be eligible to sign up for Search Ads.

How Search Ads Basic and Search Ads Advanced differ

There are two solutions of Search Ads to choose from: Search Ads Basic and Search Ads Advanced. Choose a version that suits your level of expertise, resources, budget and experience with paid app marketing.

Search Ads Basic

  • How it works: No keywords or audience refinements. Intelligent automation matches your ad to interested users and maximises your results.
  • Payment: Pay only for installs at a cost you choose.
  • Management: Minimal ongoing management needed. Check your performance dashboard a few times per month. Adjust CPI based on Search Ads recommendation.
  • Reporting: Quick-view dashboard tracks ad performance.
  • API: Search Ads Attribution API but no keyword data.
  • Max Monthly Budget: Up to $10,000 (U.S.) per app, per month.
  • App Promotions: Promote up to 50 apps.

Search Ads Advanced

  • How it works: You choose keywords and audiences for your ads and set the max you want to pay for a tap based on customer value or other KPI. Control spend at the campaign level.
  • Payment: Pay only when a user taps on your ad up to a maximum price you choose.
  • Management: Access powerful marketing tools to control campaigns. Keep it simple with Search Match or manage by keyword and audience type to ROI goals.
  • Reporting: Access detailed reports of all key metrics.
  • API: Measure value and manage at scale with APIs.
  • Max monthly budget: Unlimited.
  • App Promotions: Promote an unlimited number of apps.

Can I use both Search Ads Basic and Search Ads Advanced?

Yes, however be aware if you use both Search Ads Basic and Search Ads Advanced to promote the same app, any optimisations you have made in your Search Ads Advanced campaigns will not be considered for Search Ads Basic.

There is no advantage in the auction for running both Search Ads Advanced and Search Ads Basic at the same time as only one ad for the same app is eligible per auction, so you may just be transferring impressions from one to the other.

How to switch to Search Ads Basic

There is an option within the top left of your account to switch. You may wish to consider Search Ads Basic if: You have limited time to promote your app, don't need all the features of Search Ads Advanced and have a budget of less than $10,000 (U.S.) per app, per month.


How pricing works

Search Ads Advanced pricing is a cost-per-tap model (CPT), so you only pay when a user taps on your ad. The actual cost of a tap is a result of a second price auction, which calculates the CPT you pay based on what your nearest competitor is willing to pay for a tap on their ad, up to your maximum CPT bid. This means you can bid competitively without the worry of overpaying.

When you create a new campaign or ad group, we’ll present a max CPT bid suggestion to help you make a more informed decision about your bid. The suggested amount is meant to help increase the likelihood that your ads are shown on the App Store. It’s based on what we know about your app and what advertisers with similar apps are willing to pay. It’s simply a reference point.

Ad details

How ads are created

Search Ads uses the metadata, video and imagery you already provided in your App Store listing to create your ad. 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 for it to be reflected in your ad on the App Store.

Since ad appearance relies on metadata, take the time to review your app metadata in App Store Connect before you start a campaign. Search Ads does not support customisation of ad creative, so you can’t change the way your ad looks or upload your own ad design.

Review App Store metadata best practices.

How ads appear

When a user searches on the App Store, a single, sponsored ad may appear at the top of the search results.

All ads have a blue background and ad disclosure icon. It could appear in one of several formats, depending on the user’s device and what may work best for the search query and user.

To see examples of how your ads look as you set up your campaign, go to the Creative Sets dashboard. The preview doesn’t show actual app ratings, but the live ad shows live ratings plus the price and currency of the app for the storefront you chose.

Whether your ad shows over other advertisers bidding on that same query is determined by the combination of your app’s relevance to the search query and the amount of your bid.

It’s just as important to know when your app won’t appear. For example, if your app isn’t relevant for what the user is looking for, it won’t make it into the ad spot — regardless of how much you may be willing to pay. Search Ads considers both relevance as well as bidding, and does not put apps into auctions if they are not a good match.

Search Match

Search Match is a default feature that makes it easy to get your ads up and running in just a few minutes. With Search Match on, your ad may be matched automatically to search terms without you having to figure out all keyword possibilities and actively bid on them.

Search Match uses multiple resources to match your ad to relevant searches on the App Store, including the metadata from your App Store listing, information about similar apps in the same genre and other search data.

Creating campaigns

Search Ads Advanced lets you create as many campaigns as you need. Campaigns contain ad groups and keywords, which you select based on your goals for the campaign. Campaigns, ad groups and keywords can be paused and reactivated at any time, as you manage your campaigns. You can also remove unwanted or obsolete campaigns and ad groups from your account. However, bear in mind that once you remove a campaign or ad group, it cannot be restored or modified, and all ads for that campaign or ad group will stop running.

Preparing to start a campaign

  • Have your Apple ID associated with your App Store Connect account ready.
  • Have an app live on the App Store.
  • Choose the country or region to promote your app.
  • Know how much you can spend.
  • Sign up for a Search Ads account.
  • Add a valid credit card.

If you’re an agency, please contact us. Agencies that plan to promote third-party apps are required to have Search Ads accounts set as Agency accounts. Please note that the Agency setup process can take time and is not guaranteed.

If you want to cross promote to your existing app downloaders or 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 Search Ads.

If you have a campaign that’s already performing well in one country or region, it may be eligible to run in another. Use our Duplication feature to save time and copy ad groups, keywords and other settings across.

Understanding ad groups

Ad groups are a collection of keywords and refinements relevant to the app you’re promoting in App Store search results. You can set specific audience refinements and bid amounts for each ad group.

To make each ad group as efficient and effective as possible, think about how users search. Each ad group should focus on a common theme or strategy related to your app in anticipation of how users might search for it.

How to choose keywords

Keywords are relevant words or terms someone may use when searching for an app like yours. When an App Store user types in a search query that includes one of your keywords, your ad could appear.

Search Ads knows a lot about your app and its genre, and it can provide a list of keyword recommendations to save you time. You can also add keywords of your own. If that’s the case, Search Ads suggests a further set of keywords related to the ones that you’ve provided. You can choose to use them or not. It’s up to you. You can also bulk upload keywords using a spread sheet in the Keywords tab within the Campaigns dashboard. Download the keyword template here.

If you want to choose your own keywords, here are a few tips:

Think like your customers.
Consider the search terms someone might use to find your type of app. Which words explain the need your app meets or the service it provides?

For example, if your app is a new camera app with some unique filters that aren’t available anywhere else, you’ll want to start with the basics, such as your app’s name. But then, think about what your app can do. Terms like “colour editor”, “picture editor” and “photo editor” might be successful at driving downloads.

Try both general and specific keywords.
General keywords should still be relevant to what your app offers. Otherwise, your ad is unlikely to make it into the auction for those searches. Using general keywords helps you reach a wider audience, but they might be more competitive, requiring higher bid amounts.

When you choose specific keywords, your ad may show for search queries that are more narrowly related to your app. Specific search terms can help you improve the rate of ad taps to conversions. But if keywords are too specific you may not reach as many customers as you’d like.

Here’s how each might look, again using a camera app that offers unique filters as an example:

General keyword
Consider using “camera app” to increase the likelihood that your app is considered for relevant searches.

Specific keyword
A keyword like “photo editor” explains what your app does and can help you narrow down your audience.

Working with match types

A match type is a Search Ads keyword setting that helps you control how your keywords are matched to user searches. There are two types you can apply:

Broad match
This is the default match type in Search Ads. Broad match ensures your ad runs on relevant close variants of a keyword, such as singular, plurals, misspellings, synonyms, related searches and phrases that include that term (fully or partially).

Note that in some cases, foreign language words may match to searches if they are relevant to the app. For instance, the word “amigo” may broad match to the search term “friend”.

Exact match
For the most control over searches where your ad may appear, use exact match. You can target a specific term and its close variants, such as common misspellings and plurals. Your ad may see fewer impressions as a result, but your tap-through rates (TTRs) and conversions on those impressions may be higher because you’re reaching the customers most interested in what your app offers.

You can pause a match type and add a different one any time, but you cannot change a match type once you’ve saved it to your campaign.

Tip: Use both match types.
We recommend you run campaigns with both broad match and exact match to ensure good coverage and performance. Broad match covers a wider pool of related search terms, which increases your coverage from that keyword. It’s common to run a term on broad match for keyword discovery and to ensure greater coverage with fewer keywords. Exact match provides the opportunity to show your ad for the exact search term. While it gives you less coverage, the user intent is more clearly defined and you can price the keyword appropriately to maximise impressions. View more on keywords and match types.

How to set your maximum cost-per-tap (max CPT) bid

Your max CPT bid is the maximum amount you are willing to pay for a tap on your ad.

Your default max CPT bid applies across all keywords unless you specify a max CPT bid at the keyword level.

When calculating the amount of your max CPT bid:

What amount you can afford to spend on a new customer or action. Let’s say it’s $2.50 (U.S.).

The percentage of users who tap on your ad and who you think will download your app or take your desired action. In this case, you estimate 40%.

What you can afford to pay up to 40% of $2.50 (U.S.) (or $1.00 U.S.) for each tap. Therefore, set your starting default maximum CPT bid to $1.00 (U.S.).

To help inform your bid decisions, we’ll present a max CPT bid suggestion to you when you create a new campaign or ad group. The suggested amount will help increase the likelihood that your ads are shown on the App Store. It’s based on what we know about your app and what advertisers with similar apps are willing to pay. It’s simply a reference point.

Remember, your max CPT bid is the maximum amount you’ll ever pay for a tap on your ad. The actual amount you’ll pay is based on what your nearest competitor is willing to pay for a tap on their ad. Learn more

Cost-per-acquisition (CPA) goal

Cost-per-acquisition (CPA) goals are optional. We use your CPA goal as guidance to help maximise your conversions. (Note: It’s not guaranteed.)


  • We recommend that you give your campaign time to run so you can learn from the results before you set a CPA goal.
  • Be realistic when setting the cost you can afford to pay for a conversion.

Setting your time zones

You can choose a time zone when you create your Search Ads account. Your selection defines the start times and end times for all of your ad groups and reporting metrics.

Important note: Once you set your time zone for your account, you cannot change it. Also, your billing will be based on UTC, rather than the time zone you select.

Campaign issues

If your app isn’t available in the Create Campaign page

If you’re trying to create a campaign but your app doesn’t appear as an option when you type or search, it may be because:

Your Apple ID isn’t associated with an App Store Connect account
You must be assigned as Admin, Legal or Marketing role in your App Store Connect account to link accounts to Search Ads.

If you’re an agency, please contact us. Agencies that plan to promote third-party apps are required to have Search Ads accounts set as Agency accounts. Please note that the Agency setup process can take time and is not guaranteed.

Your app is new to the App Store
It can take up to 24 hours for your app to appear when you create a campaign.

Your app can’t be promoted in Search Ads
Your app might be in violation of one or more of the Search Ads Advertising Content Policies. It’s also possible that your app is not compliant with App Store Guidelines. Please review the policies – and if you have any further questions contact us.

Your app name contains a special character
If your app contains an accented letter or other unique character, make sure to include it consistently to ensure that your app name appears in the Campaign Creation flow. To type an alternative version of a character, hold the key down until its alternative characters are displayed. Then either click on the one you want to use, or type the number that appears underneath. Learn more.

If you’ve been notified that your Search Ads campaigns are paused due to a policy violation

Your app might be in violation of one or more of the Search Ads Advertising Content Policies. It’s also possible that your app is not compliant with App Store Guidelines. Please review the policies and if you have any further questions contact us.

If Search Ads is showing the wrong price for your app

If you change the price of your app on the App Store, it could take up to two hours for that change to appear in Search Ads.

If you’re trying to advertise an app bundle

Search Ads doesn’t currently support app bundles.

If you can’t access Search Ads from your browser

Supported operating systems
Mac OS High Sierra 10.13.2 or later
Windows 10 or later

Supported browsers
Safari 11.0.2 or later
Chrome 62 or later

If you’re not seeing impressions on your ads

Many factors can affect whether your ad receives impressions, including relevancy and bid amount comparative to your competitors, and the number of times users on the App Store are searching for apps like yours.

Impressions are not guaranteed, but there are a few things you can do to improve your chances:

  • Increase your maximum cost-per-tap (max CPT) bid. Many developers raise it gradually while tracking results. You can refer to our suggested bid range and bid strength indicators as guides.
  • Turn on Search Match for automatic search term matching.
  • Analyze Search Match results to identify search terms that are performing well and add them as bidded keywords at a higher max CPT bid.
  • Turn off or limit audience refinement to expand your reach.
  • Check your CPA. If you set your CPA goal too low or below your max CPT bid, you may miss out on valuable impressions and conversions.

If your account is on hold

A campaign or account will reflect the status “on hold” if any of the following criteria are met:

If you’re trying to advertise a 32-bit app

Update your app to support 64‑bit. Search Ads for 32-bit apps do not appear to users on iOS 11. Learn more about submitting apps.

If you can’t run your campaigns on the App Store in France

In compliance with the French law known as “Sapin Law,” which intends to make the business of media-buying more transparent, only the advertiser who owns both the app and the Search Ads account can promote an app on the App Store in France. That means if you are an agency, agent, or representative who manages Search Ads for a client whose company is either registered, established, or otherwise located in France, you are not eligible to run ads on behalf of that advertiser on the France App Store.

If your campaigns on the App Store in France say they’re ‘Incomplete’

If you or an account admin previously identified yourself as an ‘Agent’ in ‘Account Information’, you also need to answer the following question: Are you promoting the app on behalf of or for the benefit of a French company? Click ‘Edit campaign settings’ to answer this question.

If you or an account admin never previously self-identified as an ‘Agent’ / ‘Not an agent’ in ‘Account Information’, you will need to answer the question of whether or not you are promoting the app on behalf of a French company. If you already answered ‘Yes’ to this question, then another account admin needs to answer this question. Once all users in your account with the admin role answer this question, the campaign status will update.