Even the best app is useless if nobody finds it. Apple Ads bring your app directly to potential users in the App Store. Discover now how you can boost your download figures with Apple Ads.
Table of Contents
- What are Apple Ads?
- Apple Search Ads are now Apple Ads
- How Does Apple Advertising Work?
- Apple Ads Basic vs. Advanced
- Where are Ads Displayed in the Apple App Store?
- Advantages and Disadvantages of App Store Advertising
- How Can I Create Apple Ads?
- Further Tips for Apple Ads Campaigns
- Your Swiss Apple Ads Agency
- Frequently Asked Questions
- Conclusion
With the paid advertising platform Apple Search Ads, app providers can promote their offerings directly in the search results. Sponsored apps are positioned at the top of search results and marked as advertisements.
However, this marking does not deter users from actually downloading the app. On the contrary: Apple Ads have conversion rates of approximately 60%!
In April 2025, Apple decided to offer its advertisers even more opportunities to highlight their applications in its own App Store.
Previously, sponsored apps were only displayed in the top positions of search results. Now, there are additional places in the App Store where ads are shown, such as on product pages and even the homepage.
Consequently, advertisements in the Apple App Store are no longer called Apple Search Ads, but simply Apple Ads.
Apple Ads is a type of Paid Advertising, which means you pay for the ads. Just like with search engine ads, you can bid on specific keywords with Apple Ads to make your app appear in the search results when people look for those terms.
However, you only pay for these ads when someone clicks on your ad or installs your app. This payment model is called Cost-per-Click (CPC), Cost-per-Tap (CPT), or Cost-per-Install (CPI) .
Additionally, you have two ways to run App Store Ads: there's a Basic version and an Advanced version.
As their names imply, the Advanced version of Apple Ads provides more features and options than the Basic version.
Let's explore the features and differences of both options to help you determine which one will be more beneficial for you:
The Basic Version: Automated and User-Friendly
The Basic version of Apple Ads has fewer customization options, but it's much simpler to use.
How Apple Ads Basic Works:
Pre-selected Keywords: Not familiar with keyword research? No worries! The Basic version of Apple Ads automatically selects keywords that are relevant to your app. When a user searches for these terms, your app will automatically appear.
Automated Optimizations: The Basic version also takes care of optimizing your campaign automatically. Apple's artificial intelligence analyzes your campaign results and makes adjustments to improve performance on its own.
Cost-per-Installation (CPI) Pricing: With the Basic version, you only pay for ads that lead to an app download. You stay in control by setting a maximum amount you're willing to pay.
Who is the Basic version for?: It's ideal for small businesses that are new to Apple Ads and Paid Advertising, and who prefer not to spend a lot of time managing their campaigns.
The Advanced Version: Flexible Customization for Ad Optimization
The Advanced version of Apple Ads gives you more creative freedom and flexibility, but it does require a bit more time and specialized knowledge to manage.
How Apple Ads Advanced Works:
Custom Keyword Management: If you have experience with search engine marketing and keyword research, you might want to choose the exact keywords for which your apps appear. The Advanced version allows you to do just that!
Audience Definition: Avoid wasting your ad budget by precisely defining your target audience. The Advanced version of App Store Ads lets you specify the gender, age, location, and other demographic details of the people you want to reach.
Placement Control: Apple provides four different places to show ads within the App Store. You can choose where you want your ads to appear and, if needed, display them in several locations at once.
More In-depth Reports: The Advanced version also gives you more detailed reports, which you can use to analyze your marketing performance and make your own improvements. These reports include data on impressions, clicks, and conversions.
Who is the Advanced version for?: It's designed for larger companies with a marketing team and app developers who want complete control over their marketing campaigns.
Apple Ads allows you to display advertisements in different places within the App Store:
Search Results: Apple Search Ads let you bid on keywords to ensure your app appears at the very top of the App Store search results.
Search Page: By advertising on the Search page, you can promote your app even before a user types anything into the search bar. This means your app will be among the first things they see, helping you proactively prevent them from choosing a competitor.
Homepage: The Apple App Store's homepage, known as the Today tab, features daily changing apps and offers. This includes "Apps of the Day" or "Games of the Day." It's the perfect spot to promote your app and boost download numbers.
Product Pages: Finally, you can also place ads on product pages. When a user views a product page and scrolls to the bottom, recommendations for other apps they might like appear. While an ad in this position might not be seen by as many people, it could increase Conversion rates, as the ad is only displayed to users who are already interested in similar apps and actively researching.
As you can see, Apple Ads offer an excellent way to place advertisements directly within the App Store. But what exactly are the advantages and disadvantages of using Apple Ads?
Advantages of Apple Ads
Wide Reach: When you advertise in the Apple App Store, you can expect a large number of users to see your ads. Apple states that the App Store is visited by 650 million people every week.
Targeted Approach: Apple Ads are shown to users who are actively interested in apps similar to yours. This enables you to reach your target audience directly and minimize wasted ad spend.
High Conversion Rates: Apple Search Ads reportedly achieve Conversion rates exceeding 60%. This is significantly higher compared to other advertising platforms.
Performance-Based Costs: A significant advantage of Apple Ads is that you only pay for advertisements that generate a response. For ads that don't receive any interaction, you won't pay a single cent!
Flexible Pricing Models: Additionally, Apple provides a flexible pricing model. You determine how much you wish to spend on your ads and can adjust your budget at any time.
API Integration: If you choose to run ads in the Apple App Store, you can connect your account with the Apple Analytics tool to analyze and optimize your campaigns effectively.
Disadvantages of Apple Ads
Less Creative Freedom: Compared to Meta Ads or Google Ads, Apple offers less creative flexibility. Apple Ads automatically use your app's metadata to generate ads that include your app's title, subtitle, and logo.
Less Detailed Reports: Furthermore, Apple's reports are not as detailed as those from Google or Meta, which can make campaign optimization more challenging.
Limited to the Apple App Store: This point is straightforward. When you run Apple App Store Ads, they are, of course, only visible within the App Store itself.
Ready to launch your first Apple Search campaign? Simply follow this step-by-step guide:
To place advertisements in the Apple App Store, you must first create a user account. Simply click on this link to do so.
Next, you can select the region where you want your ads to appear. For instance, you might click on "Switzerland" here.
Now it's time to create your campaign. To begin, choose whether you'd like to use the Basic or Advanced version.
To prevent unexpected costs, the next step allows you to set your budget. You can choose a daily maximum amount, and in the Advanced version, you can also specify how much you are willing to pay per click.
The Advanced version also allows you to refine your target audience, for example, by age, device usage, gender, and more.
If you've opted for the Advanced version, you can also enter Keywords for which you want your app to be found. In contrast, the Basic version automatically determines the Keywords.
Finally, simply review the title and description of the advertisement, which Apple automatically generates from your app's metadata, and make any necessary adjustments to the text.
Click "Start" to activate your campaign. You're all set!
A successful Apple Ads campaign, however, involves more than just its initial setup. To achieve the best results, you should consider the following tips:
Define your key KPIs: To get the most out of your Apple Ads campaign, you should first establish your most important KPIs (Key Performance Indicators) to ensure you stay focused on your objectives. In most cases, the primary KPI in the Apple App Store is the installation rate.
Define your target audience: By clearly defining your target audience, you ensure your app is only displayed to users who are genuinely likely to be interested. This is a straightforward way to prevent wasted ad spend and boost your conversion rates. Apple Ads Advanced allows you to precisely control which users see your advertisements.
Analyze your campaigns: Utilize performance reports to analyze your campaigns and track impressions, clicks, and installation rates.
Monitor your spending: If your app gains significant visibility through Apple Ads, costs can escalate quickly. Therefore, always keep a close eye on your expenditures.
Adjust your bids: Remember that you can modify your budget at any time. If you find that your app isn't appearing for desired keywords, it might be beneficial to increase your bid. Conversely, if you're getting many installations from ads and your spending is rapidly increasing, you can also reduce your maximum bid whenever needed.
Test different ad placements: Apple Ads provides four options for placing your ads in various locations within the App Store. Take advantage of this feature and test which placement yields the best results for you!
Don't feel like managing Apple Ads, or are your campaigns not delivering the desired results? No problem! Our Apple Ads agency onlineKarma is here for you!
As an online marketing agency based in Switzerland, we have years of experience with search engine advertising platforms like Apple Ads, Google Ads, and Microsoft Ads.
We help you define your target audience and business objectives, then create optimized marketing campaigns that capture attention for your company and sustainably boost your sales.
Contact us now for a free initial consultation to discover how we can assist you with your Apple Ads!
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In Switzerland, the Cost per Tap (CPT) is approximately 80 Rappen, while the Cost per Acquisition is around 1.80 CHF. Please also note that the Basic version has a minimum monthly amount of 5 USD and a maximum amount of 10,000 USD per app.
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CPT stands for Cost-per-Tap, which is the mobile equivalent of Cost-per-Click (CPC). This means you only pay for your advertisement when it is clicked or tapped. The term CPA (Cost-per-Acquisition), on the other hand, refers to the cost incurred for a specific action, such as a purchase or an installation.
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Apple states that Apple Search Ads have a conversion rate of over 60%. The company also reports that 65% of all downloads occur directly after a search. Therefore, an advertisement in the search results can significantly increase your installation rates.
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Apple Ads are suitable for all app developers who want more downloads and higher sales. Since Apple's App Store generates significantly more revenue than the Google Play Store, you can optimally promote your app in the Apple Store and sustainably increase sales.
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Yes, Apple Advertising is compliant with data protection regulations because the company does not store personal data. Furthermore, to adhere to European and Swiss data protection laws, users can personally decide whether they want to receive personalized advertising.
Apple Advertising provides an excellent opportunity to optimally position your application in the App Store and significantly boost its visibility.
While the advertising platform does incur costs, the high conversion rates clearly demonstrate that running advertisements in the App Store is definitely worthwhile.
However, Apple Ads, like other SEA platforms, are only profitable when implemented correctly. The AI-powered automations within Apple Ads offer app developers a great way to achieve good results even without extensive prior knowledge.
For truly excellent results, however, the Advanced version is necessary. This is the only way you can optimally analyze and optimize your campaign performance.
Not sure how to do this? Then feel free to contact our SEA agency onlineKarma for a free initial consultation!