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Basic | Troubleshooting

If you’re not getting installs

There are many factors that affect how your Apple Search Ads app promotions perform, including relevance to user searches on the App Store, user response to your ad and your maximum cost-per-install (max CPI) amount compared with your competitors. If your app isn’t getting any installs (downloads), try the following:

  1. Review your app metadata in App Store Connect to ensure it’s the best representation of your app.
    Your app title, descriptions and keywords are all considerations Apple Search Ads uses to assess your app’s relevance for specific search queries, so you should take great care in crafting them. Apple Search Ads also uses the app name, subtitle, description, preview videos and screenshots approved for your App Store product page to create your ad.

    Learn about optimising your App Store product page

    If you change your App Store metadata, it can take up to 24 hours for it 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.

  2. Take a look at your ad creative. It can play a key role in your app
    promotion performance.

    Because Apple Search Ads uses the app name, subtitle, description, preview videos and up to the first three screenshots approved for your App Store product page to create your ad, you may want to consider adjusting these assets if your ad isn’t performing well.
  3. Consider your product page too, as it can also help drive installs.
    With three app previews, 10 screenshots and new text fields, product pages offer more opportunities to showcase your work.
  4. Try increasing your max CPI, as it may improve the likelihood of your ad being shown.
    You can use the suggested max CPI in your dashboard as a guide to help determine the right amount.
  5. Consider running your app promotions in all countries and regions where your app is available.
    This will give you more opportunities to reach interested customers.
  6. Make sure you’re using the right business model.
    The right business model for your app balances your goals with the expectations of key audiences, and can also affect the performance of your app in App Store search, including with Apple Search Ads. If you’ve tried the previously listed adjustments and still aren’t seeing results, it’s a good idea to review App Store best practices.

    Learn how to choose your business model

  7. Update your app to support 64‑bit.
    Apple Search Ads app promotions for 32‑bit apps don’t appear to users on iOS 11 or later.

    Learn more about submitting apps

If you’ve been notified that your ads have been paused due to a policy violation

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