Apple Search Ads

Ads in the App Store, on search results, the Today tab, the Search tab, and product pages. For iOS apps it is the most direct channel to installs and the one with the cleanest attribution, since Apple owns both the ad and the store.

Where ads run

• App Store search results
• App Store Search tab (before a query is typed)
• Today tab
• Product pages (You Might Also Like)

Campaign types

• Basic (automated, pay per install, capped budget)
• Advanced (keyword-based, pay per tap, full control)

Targeting

• Keywords (exact and broad) and Search Match automation
• Customer types: new users, returning users, users of other apps
• Demographics (age, gender), location, device, schedule

Buying

Auction-based; Advanced campaigns pay per tap with a max cost-per-tap bid and optional cost-per-acquisition goal, Basic campaigns pay per install with a monthly cap. No minimum spend. Search results placements are the volume driver; Today tab is reservation-like in price.

Measurement

Apple Ads Attribution API (AdServices framework) provides deterministic attribution for installs and re-downloads; integrates with all major MMPs; keyword-level reporting.

Watch

Apple Search Ads is the exception to iOS attribution problems because it does not rely on SKAdNetwork. Brand defense on an app's own name is table stakes; competitor and category keywords are where budget scales. Apple expanded ads to Apple News and Stocks in some markets and Maps in 2025; check current placements.

Documentation

https://ads.apple.com/app-store/help/

See also: benchmarks for typical costs, and the glossary for any term used above.