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Improve app promotion results

Many factors affect how your Apple Search Ads app promotions perform, including relevancy, your maximum cost-per-install (max CPI) amount compared with your competitors and user response to your ad.

The following best practices can help improve your app promotion results.

  1. Review your 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 Basic also uses the app name, subtitle, description, preview videos and screenshots approved for your App Store product page to create your ad. Take the time to review your app metadata in App Store Connect before you start using Apple Search Ads Basic.

    Find out more about optimising your App Store product page

    Please note that when 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. If your ad isn’t delivering results, consider raising your max CPI to increase 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.
  3. Consider running your app promotion in all the countries and regions where your app is available. Check your monthly budget to make sure you’re reaching as many customers as possible. You may need to increase your budget, especially if you’re running app promotions in multiple countries and regions.
  4. 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 above and still aren’t seeing results, it’s a good idea to review App Store best practices.

    Find out how to choose your business model