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Advanced | Overview

How pricing works

In Apple Search Ads Advanced, search results campaigns use a cost-per-tap (CPT) model, so you only pay when a user taps your ad. Search tab campaigns use a cost-per-thousand-impressions (CPM) model. The actual cost is a result of a second price auction. The amount you pay is based on what the next closest bidder is willing to pay for a tap on their ad or 1,000 impressions, up to your maximum CPT or CPM bid. This means you can bid competitively without the worry of overpaying.

For search results campaigns, whenever 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 in App Store search results. 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.

Find out more about Search tab campaign pricing