In today’s App Store, where over 650 million users search for new apps every week, effective advertising is the key to success.

In this article, Promodo’s mobile app marketing expert explains how targeting works in App Store Search Ads, what ad formats are available, and how to manage App Search Ads.

Apple Ads: What Is It and How Does It Work?

Apple Ads is a platform for advertising iOS apps in the App Store. Over 650 million people visit the App Store weekly, and there are more than 1.6 million apps on the platform.

Apple Search Ads Targeting

Apple Ads uses intelligent targeting. To accurately select the audience that will see your ad at the exact moment users are actively searching for apps similar to yours, the platform applies artificial intelligence and machine learning algorithms.

1. The system analyzes users’ search queries and compares them to the keywords and metadata of your app (title, description, category, keywords).
   It continuously evaluates historical data on conversions, clicks, and user behavior. Based on this, the system automatically adjusts its settings to increase the chances of showing the ad to users who are more likely to interact and install the app.
2. Audience segmentation is based on several parameters: age, gender, location, and customer type (new, returning, all users, users from my other apps). This helps target ads to the most relevant user groups.
3. Automatic keyword expansion helps identify new relevant search queries that you may not have included manually. It’s best to disable this feature if you require precise targeting.
4. The system can also automatically adjust bids, change ad placements, and enhance targeting. For example, the algorithm analyzes which ads generate more installs and adjusts bids (maximum cost per tap) for individual keywords. Even if you've set a max bid, the actual cost per tap is often lower due to competitive auctions and precise targeting.

Ad Serving Algorithm Features

Ads are shown in search results when user queries closely match the advertiser’s selected keywords. This means the user is already interested in downloading an app, making the ad highly relevant.

95% of downloads after clicking an ad happen within one minute.

The system allows advertisers to set specific keywords and localize campaigns for different markets.

With continuous data analysis, Apple Ads can automatically adjust bids and refine targeting, helping advertisers achieve better results—even in changing market conditions.

Campaign performance can be evaluated through detailed analytics, including app download tracking.

There are two bidding models available:

• Cost per Tap (CPT) – pay per click
• CPA Goal – set a maximum cost per install

In 2024, Apple introduced view-through attribution, allowing advertisers to track installs that happen after a user views an ad but doesn’t click it. This provides a much deeper understanding of campaign effectiveness.

Ad Formats in Apple Store Search Ads

Apple Ads allows your app to stand out at the right moment for potential users in key placements — at the top of search results, on the Today tab, the Search tab, or on product pages of other apps.

1. Search Results Ads

These ads appear at the top of the search results when a user enters a query that matches your chosen keywords. The ad is labeled with a small “Ad” badge.

2. Today Tab Ads

Ads appear alongside featured apps and trending content, helping you reach users who are actively exploring and discovering something new.

3. Search Tab Ads

Search Tab Ads appear in the “Suggested” section of the Search tab right when users open it—before they even type anything. This gives your app the chance to grab attention early, showing up among recommended apps when users are just beginning to explore.

4. Product Page Ads

This ad format displays your ads on the product pages of other specific apps. It’s a great opportunity to reach users who are already browsing related apps, encouraging them to discover, engage with, or download your app instead.

“Thanks to intelligent technologies, the system supports adaptive ad formats that automatically adjust to specific devices and display conditions. Additionally, Apple Ads Advanced offers extra customization options for creatives to better engage your target audience”.

Viktoriia Loshak, Mobile App Marketing Specialist

How the Search Tab Placement Works in Apple Ads

Search Tab Placement is ad placement in the “Search” tab of the App Store — both before and during a user’s search. There are two display options:

1. Search Results
   Ads appear in search results after a user enters a keyword.
   
   

• The system compares the user’s query with your keyword list. The frequency and relevance of your ad’s appearance depend on how well your keywords match the query.
• The algorithm evaluates the relevance of the query to your app’s title, description, category, and keywords. The more relevant, the higher the ad’s position.
  
  

2. Search Tab Ads
   Ads appear in the recommended section before the user even types anything.

• Ads are ranked based on a combination of your bid, quality (CTR, CR), and relevance. The winning ads are those with the best balance of these factors.
• Based on users’ search history, installs, and behavior, the algorithm adjusts impressions to achieve the highest conversion rate.
  
  

This two-phase approach allows you to reach users both before they’ve decided what to search for and while they’re actively looking for a specific app.
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This is a relatively simple format: ads are generated automatically using the metadata you’ve provided in your App Store Connect settings. Your ad will include your app’s name, app icon, subtitle, and the “Ad” label.

 Viktoriia Loshak, Mobile App Marketing Specialist

What to Do When Personalized Ads Are Disabled in Apple Ads?

Even if users have turned off personalized ads in their iOS settings, your iOS app advertising campaigns can still perform effectively. Your ads will appear on the main Search tab, where users see contextual recommendations even without personalization enabled.

Here are some tips:

• Target not only branded keywords but also category and competitor queries.
• Use the Today Tab to reach users on the App Store’s homepage. Personalization isn’t needed here — ads show to all visitors of the Today tab.
• Promote your app on the product pages of other relevant apps.
• Keep working on your ASO (App Store Optimization).
• Regularly optimize your app’s title, subtitle, and description with key search terms.
• Choose clear screenshots and video previews that highlight your app’s main benefits.
• With personalization off, the algorithm relies solely on search and context signals, so consider raising your CPT (cost per tap) slightly to stay competitive in auctions.
• Run ads during your users’ peak activity times to catch them in the context of their search sessions, even without personal data.
  
  

What does this mean for marketers wanting to add Search ads to their marketing mix? The answer is simple: run a test campaign and see if this placement works well for your app.
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“Overall, our clients most often use Search Result ads — ads shown in the search results. However, to reach a broader audience, it’s also possible to run additional placements”.

Victoria Loshak, Mobile App Marketing Specialist

Benefits of Advertising in the Search Tab Placement
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The Search Tab is the first place where over 70% of App Store visitors go when looking for new apps. 

Ads here appear above the "Recommended" list, allowing you to reach users even before they type a query.

Showing ads on the Search Tab creates a “halo effect” (first impression) for apps — this boosts click-through rates and conversions both in paid and organic search results.

Search Tab Ads automatically pull the same metadata and visual assets (icon, name, screenshots) from your App Store Connect. There’s no need to prepare separate creatives — approved Apple assets are enough.
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By combining Search Tab Ads with Search Results, Today Tab, or Product Page Ads, you build a multi-placement strategy that reaches users at every stage of their App Store journey — from initial discovery to active searching and browsing related apps.

Optimizing Ads in Apple App Ads

Apple Search Ads optimization includes 5 steps.

Step 1. Divide Campaigns by Goals:

• Brand — keywords related to your app’s name/brand.
• Category/Generic — general category searches (e.g., “photo editor”).
• Competitor — competitor names and variations.
• Discovery — broad match and Search Match for finding new ideas (after discovery, those keywords move to stricter match types).
  
  

To achieve the desired ROI%, you need to limit budgets and bids (CPT or CPA Goal) and properly segment search queries.

Step 2. Choose Keywords

• Exact Match for main, proven queries — ensures maximum relevance and conversion.
• Broad Match in Discovery campaigns — to find new relevant queries (after analysis, move them to Exact).
• Negative keywords — block irrelevant searches to reduce spending on “empty” clicks.
  
  

Step 3. Optimize Bids

• Start with moderate CPT — for example, about 50% of the recommended bid, then increase for top queries.
• Regularly analyze Apple’s Recommendations tab and adjust bids to stay competitive.
• Use different CPT for different match types: higher for Exact, moderate to low for Broad/Discovery.
  
  

Step 4. Use Custom Product Pages (CPP) to Tailor Creatives

• Create up to 35 CPPs in App Store Connect. Each CPP is a separate landing page with its own set of screenshots, preview videos, and text elements.
• Adapt each page for a specific audience:
  
  • Show screenshots highlighting feature X for users searching for that function.
  • Emphasize relevant use cases for those interested in category Y.
• Test and analyze:
  
  • Run different CPPs simultaneously to compare conversion rate (CR) and tap-through rate (TTR).
  • Find the best combinations of screenshots and text for your most productive segments.
• Optimize the main listing as well: update title, subtitle, description, and screenshots to match popular keywords and boost organic conversions.
  
  

Step 5. Set Geo- and Time Targeting

• Focus budget on the most promising countries/regions, considering local language and demand specifics.
• Highlight peak hours and days with the highest traffic and increase bids during these periods.
  
  

Optimizing Apple Ads is a continuous cycle of analysis, testing, and adjustment. Constantly monitor metrics, refine campaign structure, work on creatives, and automate routine tasks.

Measuring the Effectiveness of App Store Advertising

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Analysis Recommendations

• Track dynamics: compare week-on-week and month-on-month metrics to identify seasonal trends and anomalies.
• Focus budget on campaigns and keywords with the highest ROI (low CPA and high CR).
• Test changes: adjust CPT, add/remove Apple search ads keywords, update creatives, and compare results.
• Segment by devices, regions, or demographics and compare performance to optimize targeting.

Essential Tools for Working with Apple App Store Ads

“​​Unlike other iOS channels, Apple Ads uses deterministic attribution without SKAdNetwork and without requiring ATT consent. This provides guaranteed data on the source of installs and allows for accurate evaluation of advertising campaign effectiveness”.

Victoria Loshak, Mobile App Marketing Specialist

• Ads Manager (App Store Connect)
• MMP (AppsFlyer, Adjust)
• ASO and Keyword Intelligence (AppTweak, MobileAction, SplitMetrics)
• Automations for dynamic bid and budget management.

Conclusions

The best results come from constant testing, analysis, and adaptation — from adjusting bids in the auction to improving creatives and product pages. Use all the features of Apple Ads, and your app will definitely find its user.

And the experts at Promodo can help you with that!
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FAQ

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Key Advantages of Apple Ads

• High-Quality Traffic — iOS users with clear intent to install an app
• Precise Targeting — based on search queries and keywords
• Brand Protection — defend against competitors in search results
• Increased Visibility — top positions on the Search Tab and in search results
• Fast Launch — minimal setup required to start a campaign
• Instant Analytics — detailed metrics to optimize ASO and track KPIs

What is App Featuring in the App Store?

Featuring is the placement of an app in one or several themed collections curated by the App Store editorial team. When included in this section, your app is selected and featured for free on the front pages of the store — in one or multiple categories — in the most prominent areas of the platform.

How to Protect your Brand from Competitors in Apple Ads?

Use a Brand Campaign with exclusive keywords related to your app name and trademark. This ensures that your ads appear ahead of competitors when users search for your brand.

What are Custom Product Pages (CPP) and why are they important?

Custom Product Pages are dedicated landing pages you can create in App Store Connect for a single app (up to 35 variations). Each CPP can feature its own screenshots, video previews, title, and description tailored to a specific audience or ad campaign. By using CPPs, you can:

• Target different segments (e.g., gamers, business users, or fitness enthusiasts) with unique messaging and visuals.
• Increase conversion rates by showing relevant content to users looking for a specific feature or benefit.
• Test and optimize different page variants by comparing TTR (tap-through rate) and CR (conversion rate) to identify the most effective creatives.

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