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Advanced | Overview

How Apple Search Ads works

With Apple Search Ads, you can promote your apps at the top of App Store search results or reach customers before they search by displaying an ad on the Search tab. It’s an efficient and easy way to help people discover your app on the App Store for iPhone and iPad. There’s no better place to be seen and reach engaged users than at the top of App Store search.

Who can use Apple Search Ads Advanced?

You may be eligible to use Apple Search Ads Advanced if you’re a developer who currently has an app on the App Store, or an agency that manages campaigns on behalf of developers. In order for your app to be eligible for Apple Search Ads in a particular market, it must be available for purchase or download on the App Store there, and Apple Search Ads must be available in that country or region.

See countries and regions where Apple Search Ads is available

Please note that there may be some restrictions that make your app ineligible for Apple Search Ads advertising in some markets.

You must also have a valid email address and an Apple ID to sign up. Apple IDs that only use phone numbers will not be accepted. Certain exceptions apply, and all advertisers must comply with Apple Search Ads Advertising Content Policies at all times.

What’s the difference between Apple Search Ads Basic and Advanced?

There are two Apple Search Ads solutions designed for varying levels of expertise, resources, budget and experience with paid app marketing.

Apple Search Ads Basic

Apple Search Ads Basic brings you quality app downloads with minimal effort at a predictable cost. Just set your goals and let us do the rest.

  • How it works: No keywords or audience refinements. Intelligent automation matches your ad to interested users and maximises your results.
  • Ad Placement: Run ads at the top of App Store search results.
  • Payment: Only pay 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 Apple Search Ads recommendation.
  • Reporting: Quick-view dashboard tracks ad performance.
  • API: Apple Search Ads Attribution API but no keyword data or access to the Apple Search Ads Campaign Management API.
  • Max Monthly Budget: Up to US$10,000 per app, per month.
  • App Promotions: Promote up to 50 apps.

Apple Search Ads Advanced

Apple 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 maximum budget.

  • How it works: You choose keywords and audiences for your ads and set the maximum amount you want to pay for a tap based on customer value or another KPI. Control spend at the campaign level.
  • Ad Placement: Choose to run ads at the top of App Store search results or on the App Store Search tab at the top of the suggested apps list.
  • Payment: Only pay when a user taps your ad in search results, up to a maximum price you choose. Or for ads on the Search tab, pay a maximum cost-per-thousand-impressions (CPM) bid.
  • 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.

How to use both Apple Search Ads Basic and Advanced

It’s possible to use both Apple Search Ads Basic and Advanced. However, be aware if you use both solutions to promote the same app, any optimisations you’ve made in your Apple Search Ads Advanced campaigns won’t be considered for Apple Search Ads Basic.

There’s no advantage in the auction of running both Apple Search Ads Advanced and Basic at the same time. 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 Apple Search Ads solutions

If you’re already using Apple Search Ads Advanced but would like to try Apple Search Ads Basic, learn more or start now.

If you’re already using Apple Search Ads Basic but would like to try Apple Search Ads Advanced, learn more or start now.

You’ll still be able to access your account information for either Apple Search Ads Basic or Advanced by clicking the Apple Search Ads logo in the top left-hand corner of your account screen.