Bibliothèque de publicités Apple Search Ads
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What is the Apple Search Ads Ads Library?
Apple Search Ads is the only advertising platform inside the App Store, reaching 650 million weekly visitors at the exact moment of app download intent. With a 64% average conversion rate, it delivers the highest install rates of any app marketing channel. The platform requires no creative assets — ads are auto-generated from your App Store listing — making it the fastest ad channel to set up and optimize.
How to Use the Apple Search Ads Ads Library
Connect Your App
Link your App Store Connect account to Apple Search Ads. Your app metadata, screenshots, and reviews become your ad creative automatically.
Choose Campaign Type
Select Search Results (highest intent), Search Tab (discovery), Today Tab (awareness), or Product Page (conquesting) placement.
Add Keywords
Research and add exact and broad match keywords. Use Search Match to let Apple auto-discover relevant terms.
Set Bids & Optimize
Set a max CPT (cost-per-tap) bid, monitor conversion rates by keyword, and shift budget to top-performing terms.
Apple Search Ads Ad Formats
Search Results Ads
Keyword-targeted ads appearing at the top of App Store search results with a blue background highlight.
Search Tab Ads
Ads shown on the Search tab before users type a query, reaching users in browse/discovery mode.
Today Tab Ads
Premium full-screen card ads on the App Store homepage, driving brand awareness and app discovery.
Product Page Ads
Ads shown in the 'You Might Also Like' section at the bottom of other apps' product pages.
Custom Product Pages
Tailored App Store landing pages aligned with specific ad groups and keywords for higher relevance.
Search Results (Basic)
Simplified version with no keywords — Apple auto-matches your app to relevant searches with minimal setup.
What You Can Do
- 1Capturing high-intent users searching for apps in your category
- 2Defending your brand keywords from competitor conquesting
- 3Conquesting competitor brand terms in App Store search
- 4Launching new apps with immediate visibility in search results
- 5Re-engaging lapsed users with Today tab placements
Apple Search Ads Advertising Best Practices
- Always bid on your own brand terms to prevent competitors from conquesting your app's name.
- Use exact match for proven high-converting keywords and broad match for discovery.
- Create separate campaigns for brand, competitor, category, and discovery keywords.
- Leverage Custom Product Pages to align App Store screenshots with specific keyword themes.
- Add negative keywords aggressively — irrelevant taps are expensive with Apple's premium CPTs.
- Start with Search Match enabled in a discovery campaign to find keywords you haven't considered.
How Much Do Apple Search Ads Ads Cost?
| Ad Type | Typical Cost Range |
|---|---|
| Search Results CPT (US) | $1.00 - $3.00 |
| Search Tab CPM | $2.00 - $5.00 |
| Today Tab CPM | $5.00 - $15.00 |
| Product Page CPT | $0.50 - $2.00 |
Costs vary by industry, targeting, and seasonality. These are approximate ranges based on industry benchmarks.
Top Industries on Apple Search Ads
Apple Search Ads Targeting Options
Pro Tip
Run a dedicated 'Search Match' discovery campaign at low bids to continuously mine new keyword opportunities, then promote winning terms to exact-match campaigns at higher bids.
How Apple Search Ads Compares
Apple Search Ads is the highest-converting user acquisition channel available, with 64% average conversion rates vs. 1-3% on social platforms. It reaches users at the point of maximum intent but is limited to iOS and the App Store ecosystem. For Android, Google Ads app campaigns are the equivalent.
Frequently Asked Questions
How is Apple Search Ads different from Basic vs. Advanced?
What conversion rate should I expect?
Should I bid on competitor keywords?
How do I improve my Apple Search Ads performance?
What about privacy and attribution?
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