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Basic | Getting Started

Promote an app

It takes just a few simple steps to get started with Apple Search Ads Basic:

1. Choose the app you want to promote.

From the menu on your account dashboard, choose the app you want to promote. You’ll be given the option to promote only the apps associated with your linked App Store Connect account(s). If you’d like to promote more than one of your apps, you can do so from your dashboard later. You can promote up to 50 apps. Can’t see your app?

Find out why your app may not appear

2. Choose countries and regions.

After you choose an app to promote, you can choose to either run your promotion in all the countries and regions where it’s available, or select specific countries and regions. If you promote in all countries and regions where your app is eligible, you’ll automatically be added to new markets as they become available.

App Store in France

In compliance with the French law known as the Sapin Law, which intends to make the business of media buying more transparent, only the advertiser who owns both the app and the Apple Search Ads account can promote an app on the App Store in France.

Learn more about Apple Search Ads and the Sapin Law

3. Add your monthly budget.

This budget represents the most you want to spend to promote your app every calendar month and is a single budget across all the countries and regions where your app promotion will run. The maximum monthly budget for Apple Search Ads Basic is $10,000 (US) per app, per month. We’ll maximise the number of installs up to your maximum cost-per-install (max CPI) and the total amount you enter for your budget.

4. Define your maximum cost-per-install.

We suggest a max CPI based on what we know about your app and what other developers are willing to pay to reach the same users. You can accept this amount, or set your own. However, we recommend using our suggested max. CPI to increase the likelihood that your ad is the one that is shown for relevant user searches.

Please note that if you create an app promotion before you've added a payment method, your ads will start running automatically when a valid payment method is added to your account, unless you set your app promotion status to Pause. To prevent an app promotion from running automatically after it's been created, set its status to Pause during the creation process. Change the status to Run when you’re ready for it to start.

How to change your monthly budget

You can adjust your budget at anytime by doing the following:

  1. Sign in to your account.
  2. Choose the app if you have more than one.
  3. Enter the new amount in the Monthly Budget field.

Budget increase changes take effect immediately. Budget decrease changes take effect at the start of the next calendar month. Your performance is optimised based on your existing monthly budget. When a lower budget is entered, your app promotion will be optimised using the new budget for the next calendar month. This minimises the potential performance impact for your current month’s app promotion.

Once you’ve reached your monthly budget, the app promotion status will appear as “Running” . However, no ads will be served until the next calendar month.

How max CPI updates in your dashboard work

In your dashboard, you may see updates to the suggested max. CPI for each of your apps at any time. Updated suggestions are based on our assessment of multiple factors, including how customers have responded to your ad and to other ads for similar apps.

The suggestions that you see may vary over time. They’re not a directive for where you should set your max CPI. However, keeping your max. CPI at or above the suggested max. CPI can help increase the likelihood that your ad is the one that is shown for relevant user searches.

You can change your max. CPI at any point. Simply visit your dashboard, select the app promotion, and make changes in the max CPI field. Max. CPI changes take effect immediately.

How to change the countries and regions for your app promotions

You can adjust where your app promotions run by doing the following:

  1. Sign in to your account.
  2. Choose the app promotion you wish to change in the dashboard.
  3. Next to the current number of countries and regions where the app promotion appears, click Edit.
  4. Select the eligible countries and regions where you want to promote your app. To add or remove them, you can select them individually or select all.