Advertising on the Apple App Store is one of the most effective ways to drive high-intent app installs. With users actively searching for apps, Apple Search Ads allows advertisers to reach people at the exact moment they’re ready to download.
However, publishing ads on the App Store is not as simple as “set and forget.” Apple has strict policies, unique campaign structures, and performance nuances that differ significantly from Google or Meta.
In this guide, we’ll walk through how to publish ads on the Apple App Store, what to keep in mind before launching, and how to optimise for better performance and lower cost per install (CPI).
What Are Apple App Store Ads (Apple Search Ads)?
Apple App Store ads—officially called Apple Search Ads—are paid placements that appear across the App Store, including:
- Search results
- Search tab
- Today tab
- Product pages
These ads look native and blend seamlessly into the App Store experience, which is why they often outperform other paid channels in terms of conversion rate and user quality.
Step 1: Set Up Apple Search Ads Correctly
Before you can publish ads, you’ll need:
Requirements
- An Apple Developer account
- An approved app live on the App Store
- An Apple Search Ads account (separate from App Store Connect)
- A verified payment method
Once your account is approved, link your app from App Store Connect and ensure all app metadata is finalised—Apple uses this metadata heavily for ad relevance.
Step 2: Choose the Right Campaign Structure
Apple Search Ads offers multiple placements. Choosing the right one depends on your goal.
Search Results Ads (Most Common)
- Targets users actively searching for keywords
- Highest intent and typically best ROI
- Ideal for performance-driven campaigns
Search Tab Ads
- Appear before users even search
- Great for brand awareness and scale
- Typically higher CPI
Today Tab Ads
- Premium placement on the App Store homepage
- Best for major launches or promotions
- Requires strong creative assets
Product Page Ads
- Show your app on other apps’ product pages
- Useful for competitor conquesting
👉 Tip: If you’re new, start with Search Results ads only.
Step 3: Keyword Strategy Matters More Than You Think
Apple Search Ads is fundamentally keyword-driven.
Best Practices
- Start with exact and broad match keywords
- Separate brand keywords, generic keywords, and competitor keywords into different ad groups
- Use Apple’s Search Match feature initially to discover new converting keywords
- Regularly review search term reports and add negative keywords
Unlike Google, Apple relies heavily on app title, subtitle, and keyword field for relevance—poor App Store Optimisation (ASO) will hurt performance.
Step 4: App Store Optimisation (ASO) Is Non-Negotiable
Your ads can only be as good as your App Store listing.
What Apple Uses to Rank and Serve Ads
- App title
- Subtitle
- Keyword field
- Category
- App description (indirectly)
- Conversion rate (CVR)
Optimisation Tips
- Include primary keywords naturally in the title and subtitle
- Use strong screenshots that clearly show the value proposition
- Add preview videos where possible
- Localise metadata for different regions
Higher conversion rates = lower CPI over time.
Step 5: Creative and Messaging Still Matter
Even though Apple auto-generates most ad creatives from your App Store listing, you still influence performance through:
- Screenshot order
- App preview videos
- Clear value propositions
- Trust signals (ratings, reviews, awards)
Your first two screenshots are especially important—they appear most often in ads.
Step 6: Budgeting and Bidding Smartly
Apple Search Ads uses a CPT (cost-per-tap) bidding model.
Key Things to Keep in Mind
- Start with conservative bids and scale gradually
- Brand keywords usually have the lowest CPT
- Generic keywords are more competitive but scalable
- Competitor keywords can be expensive and volatile
Monitor:
- Cost per install (CPI)
- Tap-through rate (TTR)
- Conversion rate (CVR)
- Retention and post-install quality
Apple rewards strong performance with better auction positioning.
Step 7: Policy & Compliance (Critical)
Apple has very strict advertising guidelines, especially for regulated industries.
Common Reasons Ads Get Rejected
- Misleading claims
- Inconsistent pricing or promotions
- Prohibited content (e.g. gambling without proper licensing)
- Landing page mismatch
- Restricted audience targeting issues
If you operate in industries like betting, finance, health, or crypto, ensure:
- All disclaimers are present
- App metadata matches ad intent
- Regional compliance is met
Failure here can lead to account suspension.
Step 8: Measurement & Attribution
Apple prioritises privacy, so tracking differs from other platforms.
Tools to Use
- Apple Search Ads dashboard
- App Store Connect analytics
- Mobile Measurement Partners (MMPs) like Adjust, AppsFlyer, or Branch
- SKAdNetwork where applicable
Focus on incremental performance, not just raw installs.
Common Mistakes to Avoid
- Launching ads without ASO optimisation
- Mixing brand and generic keywords in one ad group
- Setting bids too high too early
- Ignoring negative keywords
- Not monitoring search term reports weekly
- Expecting Apple Search Ads to behave like Google Ads
Final Thoughts
Publishing ads on the Apple App Store can be one of the highest-ROI acquisition channels for mobile apps—but only when done correctly.
Success depends on:
- Clean campaign structure
- Strong ASO foundations
- Ongoing optimisation
- Compliance with Apple’s strict policies
If managed properly, Apple Search Ads can deliver lower CPI, higher-quality users, and sustainable growth.
Need Expert Support with Apple App Store Ads?
Apple Search Ads can deliver exceptional results when managed correctly, but they require ongoing optimisation, a strong ASO foundation, and a deep understanding of Apple’s policies and auction dynamics.
At FEDA, we help app businesses plan, launch, and scale Apple App Store advertising with a performance-first approach. From campaign structure and keyword strategy to compliance checks, bid management, and continuous optimisation, we work as an extension of your team to ensure your Apple Search Ads deliver sustainable growth—not wasted spend.
If you need assistance setting up Apple Search Ads, improving cost per install, or navigating Apple’s strict advertising requirements, reach out to FEDA to see how we can support your app’s growth.
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