Basic | Overview

How Apple Search Ads works

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

Who can use Apple Search Ads Basic?

You may be eligible to use Apple Search Ads Basic if you’re a developer who has an app currently on the App Store. 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 the countries and regions where Apple Search Ads is currently available. 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 use phone numbers only are not 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.
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 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 $10,000 (US) 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 budget maximum.

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 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.

How to use both Apple Search Ads Basic and Advanced

It’s possible to use both Apple Search Ads Basic and Advanced. But 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 for 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 already use Apple Search Ads Advanced and would like to try Apple Search Ads Basic, learn more or start now.

If you already use Apple Search Ads Basic and 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 upper left of your account screen.