Even the best app is useless if no one can find it. Apple Ads brings your app directly to potential users in the App Store. Learn now how you can increase your download numbers 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?
- More tips for Apple Ads campaigns
- Your Apple Ads agency from Switzerland
- Frequently asked questions
- Conclusion
With the paid advertising platform Apple Search Ads, app providers can promote their offerings directly in search results. Sponsored apps are positioned at the top of search results and marked as advertisements.
However, this label does not prevent users from actually downloading the app. On the contrary: Apple Ads have conversion rates of around 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 at the top of search results. Now, there are other places in the App Store where ads are displayed, such as on product pages and even the home page.
Consequently, advertisements in the Apple App Store will no longer be called Apple Search Ads, but simply Apple Ads.
Apple Ads is a form of paid advertising. Just like with search engine advertising, Apple Ads allows you to bid on relevant keywords in order to appear in search results for those keywords.
However, you only pay for this advertising when a user clicks on your ad or installs your app. This is referred to as cost-per-click (CPC), cost-per-tap (CPT), or cost-per-install (CPI) .
In addition, you have two options for placing App Store Ads. There is a Basic version and an Advanced version.
As the names suggest, the Advanced version of Apple Ads offers more options than the Basic version.
Let's take a look at the possibilities and differences between both options to find out which one is more profitable for you:
The Basic version: Automated and user-friendly
The basic version of Apple Ads offers fewer configuration options but is easier to use.
How Apple Ads Basic works:
Pre-selected keywords: Are you unfamiliar with keyword research ? No problem! The basic version of Apple Ads automatically selects keywords that are relevant to your app. When a user searches for these keywords, your app will automatically be displayed.
Automated optimizations: Even in the Basic version, your campaign is optimized automatically. Apple's artificial intelligence automatically analyzes your campaign results and makes automatic optimizations.
Cost-per-installation (CPI) as a pricing model: In the basic version, you only pay for ads that result in a download. You remain in control and can set a maximum amount that you are willing to pay.
Who is the Basic version suitable for? Small businesses that are not very familiar with Apple Ads and paid advertising and don't want to spend a lot of time on it.
The advanced version: Flexible settings options for ad optimization
The advanced version of Apple Ads offers you more design freedom and flexibility, but also requires a little more time and expertise.
How Apple Ads Advanced works:
Own keyword management: If you have experience with search engine marketing and keyword research, you may want to decide for yourself which keywords your apps should be found for. That's exactly what the Advanced version allows you to do!
Target group definition: Avoid wasted coverage by defining your target group precisely. With the advanced version of App Store Ads, you can specify the gender, age, location, and other demographics of your target group.
Placement control: Apple offers four different placement positions for ads in the App Store. Determine where you want to be found and, if necessary, display your ads in several locations at the same time.
More in-depth reports: In addition, the Advanced version offers you more comprehensive reports that allow you to analyze your marketing performance and optimize it yourself. This includes impressions, clicks, and conversions.
Who is the Advanced version suitable for? For larger companies with marketing teams and app developers who want full control over their marketing campaigns.
With Apple Ads, you can display ads in various locations in the App Store:
Search results: With Apple Search Ads, you can bid on keywords to appear at the top of App Store search results.
Search: Advertising on the search page allows you to draw attention to your app before the user even enters anything in the search field. This means your app will be one of the first that the user sees, allowing you to proactively prevent them from choosing a competitor.
Home page: The Apple App Store home page, the Today tab, shows users daily changing apps and offers. These include "Apps of the Day" and "Games of the Day." This is the perfect place to promote your app and increase download numbers.
Product pages: Last but not least, you can also place ads on product pages. When a user views the product page and scrolls down to the bottom, recommendations for other apps that the user might also like appear. An ad in this location may not be seen by as many people, but it could increase conversion rates, as the ad is only shown to users who are already interested in similar apps and are actively researching them.
As you can see, Apple Ads are a great way to place ads directly in the App Store. But what exactly are the advantages and disadvantages of Apple Ads?
Benefits of Apple Ads
Wide reach: When you advertise on the Apple App Store, you can be sure that many users will see your ads. According to Apple, the App Store is visited by 650 million people every week.
Targeted advertising: Apple Ads are shown to users who are actively interested in apps like yours. This allows you to reach your target audience directly and avoid wasted coverage.
High conversion rates: According to Apple, Apple Search Ads achieve conversion rates of over 60%. This is significantly higher than other advertising platforms.
Results-based costs: A major advantage of Apple Ads is that you only pay for ads that generate a response. You don't pay a cent for ads that don't get a response!
Flexible pricing models: Apple also offers a flexible pricing model. You decide how much you want to spend on your ads and can adjust your budget at any time.
API integration: If you decide to run ads in the Apple App Store, you can connect your account to the Apple Analytics tool to analyze and optimize your campaigns.
Disadvantages of Apple Ads
Less creative freedom: Compared to Meta Ads or Google Ads, Apple gives you less creative freedom. Apple Ads automatically access your app metadata and use it to create ads that include your app's title, subtitle, and logo.
Less detailed reports: Apple's reports are also not as detailed as those from Google or Meta, which makes it more difficult to optimize a campaign.
Limited to the Apple App Store: This point is obvious. If you place Apple App Store Ads, they will of course only be visible in the App Store.
Want to launch your first Apple Search campaign? Just follow these step-by-step instructions:
To place ads in the Apple App Store, you must first create a user account. To do so, simply click on this link.
Next, you can select the region where you want your ad to be displayed. For example, click on "Switzerland" here.
Now it's time to start creating your campaign. Choose whether you want to use the Basic or Advanced version.
To avoid unexpected expenses, you can set your budget in the next step. To do this, you can select a daily maximum amount, and in the advanced version, you can also specify how much you are willing to pay per click.
In the Advanced version, you can also narrow down the target group, for example by age, device usage, gender, etc.
If you have opted for the Advanced version, you can also enter keywords for which you want your app to be found. In the Basic version, however, the keywords are determined automatically.
Finally, check the title and description of the ad, which Apple automatically determines from your app's metadata, and adjust the text if necessary.
Click "Start" to activate your campaign. Done!
However, a good Apple Ads campaign goes far beyond simply creating it. To achieve the best results, you should follow these tips:
Define your most important KPIs: To get the most out of your Apple Ads campaign, you should first define your most important KPIs (key performance indicators) so you don't lose sight of your goal. In most cases, the most important KPI in the Apple App Store is the installation rate.
Define your target audience: By defining your target audience, you ensure that your app is only shown to users who might be genuinely interested in it. This is an easy way to avoid wasted coverage and increase your conversion rates. With Apple Ads Advanced, you can determine which users your ad should be shown to.
Analyze your campaigns: Use performance reports to analyze your campaigns and track impressions, clicks, and installation rates.
Monitor your spending: If your app is frequently found through Apple Ads, costs can quickly add up. So always keep an eye on your spending.
Adjust your bids: Remember that you can change your budget at any time. If you notice that your app isn't being found for desired keywords, it might be worth increasing the amount. On the other hand, if you're getting a lot of installs from ads and your spending is skyrocketing, you can reduce your maximum amount at any time.
Test different ad placements: Apple Ads offers you four ways to place your ads in different locations in the App Store. Take advantage of this option and test which placement is most profitable for you!
Not interested in dealing with Apple Ads, or are your campaigns not achieving 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 such as Apple Ads, Google Ads and Microsoft Ads.
We help you define your target audience and business goals and create optimized marketing campaignsthat draw attention to your company and increase your sales in the long term.
Contact us now for a free initial consultation and find out how we can help you create Apple Ads!
-
The cost per tap (CPT) in Switzerland is around 80 centimes, whereas the cost per acquisition is around CHF 1.80. Please also note that in the basic version, there is a minimum amount of USD 5 per month and a maximum amount of USD 10,000 per app.
-
CPT stands for cost-per-tap and is the mobile equivalent of cost-per-click (CPC). This means that you only pay for your advertising when it is clicked or tapped. The term CPA (cost-per-acquisition), on the other hand, refers to the cost per action, for example per purchase or installation.
-
According to Apple, Apple Search Ads have a conversion rate of over 60%. The company also states that 65% of all downloads occur immediately after a search. An ad in the search results can therefore significantly increase your installation rates.
-
Apple Ads are suitable for all app developers who want more downloads and higher sales figures. 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 increase sales in the long term.
-
Yes, Apple Advertising complies with data protection regulations, as the company does not store any personal data. In order to comply with European and Swiss data protection laws , users can also decide for themselves whether or not they want to receive personalized advertising.
Apple Advertising offers you a great opportunity to optimally position your application in the App Store and increase your visibility.
Although the advertising platform is subject to a fee, the high conversion rates make it clear that placing ads in the App Store is definitely worthwhile.
However, Apple Ads, just like other SEA platforms, are only profitable if they are used correctly. Apple Ads' AI-based automations offer app developers a great opportunity to achieve good results without much prior knowledge.
However, the Advanced version is required for excellent results. This is the only way to optimally analyze and optimize your campaign performance.
Not sure how it works? Then feel free to contact our SEA agency onlineKarma for a free initial consultation!