Apple Ads: Maximize your app’s visibility on the App Store
Reach high-intent users at the exact moment they’re searching for apps like yours.
Get the resources you need to see how Apple Ads work, why they matter, and how to optimize your campaigns for success.
Why Apple Ads matter
Apple Ads are an opportunity to turn the moment of intent into the most valuable installs.
Understanding Apple Ads
Starting out in Apple Ads? Here are some resources for you to help you get started.
Apple Ads placements
Apple Ads offer four placements to reach users across the App Store.
Today tab
Reach users on the App Store’s homepage with prominent ad placements.
Search tab
Run ads in the Search tab to connect with users before they enter a search.
Search results
Promote your app in relevant search results on the App Store.
Product Page
Show your app to users exploring similar apps with ads on relevant product pages.
Discover how to improve your Apple Ads performance with multiple ad placements
Setting up your Apple Ads campaigns
Here's your step-by-step guide to launching a campaign on Apple Ads
Set your campaign goals
Define what you want to achieve: app installs, re-engagement, brand visibility, or audience expansion.
Choose Apple Ads Basic or Advanced
Select the campaign type based on your goals and desired level of control.
Select ad placement
Choose one or more App Store ad placements: Today tab, Search tab, search results, or product pages.
Set budgets and bids
Set your budget and configure cost-per-tap settings based on campaign goals.
Ensure creatives and metadata are refreshed
Make sure your metadata and creatives reflect your Apple Ads targeting.
Monitor performance and optimize
Regularly refine campaigns based on performance insights to maximize ROAS.
Set your campaign goals
Define what you want to achieve: app installs, re-engagement, brand visibility, or audience expansion.
Choose Apple Ads Basic or Advanced
Select the campaign type based on your goals and desired level of control.
Select ad placement
Choose one or more App Store ad placements: Today tab, Search tab, search results, or product pages.
Set budgets and bids
Set your budget and configure cost-per-tap settings based on campaign goals.
Ensure creatives and metadata are refreshed
Make sure your metadata and creatives reflect your Apple Ads targeting.
Monitor performance and optimize
Regularly refine campaigns based on performance insights to maximize ROAS.
Tips to optimize Apple Ads
The best app marketers improve campaign performance using these methods.
Keyword optimization
Product page optimization
Resources to deepen your knowledge
Here are AppTweak’s top Apple Ads resources to help you grow.
Custom product pages guide
Webinars
Apple Ads performance benchmarks
Apple Ads best practices
The keyword discovery guide
The ultimate Apple Ads guide
Apple Ads FAQs
Below we answer the most commonly asked questions about Apple Ads.
What are Apple Ads?
Apple Ads (formerly Apple Search Ads) are paid advertisements that appear in the App Store, including search results, on the Search tab, and Today tab. They help developers and app marketers promote their apps to users across various moments of discovery.
Are Apple Ads worth it?
Yes, Apple Ads typically offer high conversion rates (60%+ average) because they target users with strong purchase intent who are already browsing the App Store for apps.
How much do Apple Ads cost?
Apple Ads use a cost-per-tap (CPT) model with auction-based pricing. Costs vary by keyword competition. According to AppTweak’s Apple Ads benchmarks, the median CPT worldwide is $0.92 and in the U.S. $1.91.
What's the difference between Apple Ads Basic and Apple Ads Advanced?
Apple Ads Basic offers a simplified setup with automated targeting and bidding, while Apple Ads Advanced provides greater control, allowing advertisers to choose keywords and audiences, set their own CPT bids, and manage campaigns in more detail.
How long does it take to see results from Apple Ads?
You can start seeing initial data within hours of campaign launch, but meaningful optimization insights typically emerge after 1-2 weeks of running campaigns with sufficient traffic.
Can I target specific demographics with Apple Ads?
With Apple Search Ads Advanced, you can target users based on location, device type, customer type (new vs. returning), and custom audiences using your own customer data. While demographic targeting by age or gender isn’t supported, these audience settings allow for strategic segmentation. Apple Search Ads Basic does not offer any manual targeting options.
Does AppTweak provide consulting services?
Yes, AppTweak offers strategic consulting and customer support in over 17 languages. Our global customer success team works closely with mobile leaders like SoundCloud, King, and Binance to build scalable ASO and paid UA strategies, tailored to their market and goals.
