Search tab apple search ads

Create a Search tab campaign

Start promoting your app at the top of the suggested apps list on the App Store Search tab

1. From the Apple Search Ads Advanced Campaigns dashboard, click the Create Campaign button.
2. Choose the app you want to promote.
3. Select where you want your ads to run. For Search tab campaigns, you’ll click that ad placement.

1. Choose one or more countries or regions where your campaign will run. Note that if you plan to advertise in multiple markets, you may want to consider grouping similar countries and regions in one campaign for easier management. Search tab ads aren’t currently available on the App Store in mainland China.
2. Click Continue.

Apply campaign settings:

• Name your campaign. If you’re running multiple Search tab campaigns, it’s a good idea to include a reference to the theme in your campaign name.
• Set a campaign budget. The amount you set can be increased at any time, but you can’t decrease your budget once your campaign has started. Your ads will run until you exhaust your budget, reach your campaign end date, or pause your campaign.

Learn more about managing budgets

Set an optional daily cap. This will help distribute your spend each day so your budget will last for a specific time period.

Create an ad group:

• Name your ad group.
• Set a maximum cost-per-thousand-impressions (max CPM) bid.

Learn more about setting and adjusting bids

Refine your audience by device type, customer type, demographics, and location. The same types of audience refinements are available for Search tab ad groups as for search results ad groups.

Learn more about audience refinements

Set a start date for your campaign, along with an optional end date.

Specify when your ads will run, if you have a preference.

Learn more about ad scheduling

Preview your ad.

Click the Create Campaign button.

Note that Search tab campaigns will run immediately after they’ve been reviewed by Apple Search Ads. To prevent a campaign from automatically running after creation, set its status to Pause during campaign creation then change the status to Run when you’re ready to start it, or schedule a specific date upon which you’d like it to start. If you create a campaign before adding a payment method, your ads will automatically start running when a valid payment method is added to your account, unless you set your campaign status to Pause.

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Информация о кампаниях на вкладке «Поиск»

Обращайтесь к пользователям ещё до начала поиска

Реклама на вкладке «Поиск» в App Store позволяет повышать узнаваемость и увеличивать количество загрузок приложения благодаря креативу, который отображается в верхней части списка рекомендаций. Миллионы пользователей ежедневно заходят на вкладку «Поиск» в App Store, чтобы находить и скачивать приложения. С помощью рекламы на вкладке «Поиск» вы можете привлечь внимание этих пользователей ещё до того, как они начнут поиск. Как и рекламу по результатам поиска в App Store, рекламу на вкладке «Поиск» можно показывать в любой соответствующей требованиям стране или регионе, где доступна платформа Apple Search Ads. Реклама создаётся автоматически и органично встраивается в интерфейс.

Кампании на вкладке «Поиск» доступны только в Apple Search Ads Advanced. Реклама на вкладке «Поиск» создаётся с помощью объектов, которые вы выгружаете на страницу своего продукта в App Store, и включают название приложения, его значок и подзаголовок. Таким образом, для кампаний на вкладке «Поиск» ключевые слова не требуются, а наборы Creative Sets недоступны.

Обратите внимание, что реклама на вкладке «Поиск» в App Store сейчас недоступна в континентальном Китае.

Принцип формирования бюджетов и цен для кампаний на вкладке «Поиск»

При формировании бюджета и цен кампании на вкладке «Поиск» предоставляют гибкость на уровне кампаний по результатам поиска. Минимального бюджета нет, вы можете потратить любую сумму, а также запускать, останавливать или корректировать свои кампании в любое время.

Управлять затратами легко. Просто задайте бюджет кампании и добавьте дневной лимит, чтобы управлять расходом бюджета с течением времени.

Цена рекламы устанавливается за тысячу показов (CPM), и вы самостоятельно определяете максимальную сумму, которую готовы потратить. Фактическая стоимость определяется по результатам аукциона второй цены, в рамках которого ваша цена рассчитывается на основе того, сколько готов заплатить ближайший конкурент. В результате вы назначаете конкурентоспособные ставки и не переплачиваете. При создании кампании или группы рекламных объявлений на вкладке «Поиск» вы задаёте максимальную ставку CPM на уровне группы рекламных объявлений, а затем можете в любой момент её изменить, как и ставки для кампаний по результатам поиска.

Обратите внимание, что реклама считается показанной, если как минимум 50% её площади отображалось на экране в течение хотя бы 1 секунды.

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Understand Search tab campaigns

Reach customers before they search

Ads on the App Store Search tab let you drive awareness and downloads of your app by promoting it in a prominent location, at the top of the suggested apps list. Millions of users visit the App Store Search tab every day to find and download their next app. With Search tab ads, you can capture the attention of these customers before they search. Like ads in App Store search results, ads on the Search tab can run in any eligible country or region where Apple Search Ads is offered. Ads are automatically created and seamlessly integrated into the user’s experience.

Search tab campaigns are only available as part of Apple Search Ads Advanced. Ads on the Search tab are created using the assets you’ve already uploaded to your App Store product page, and feature your app name, icon, and subtitle. Because of this, keywords aren’t needed for Search tab campaigns and Creative Sets aren’t available.

Note that Search tab ads aren’t currently available on the App Store in mainland China.

How Search tab campaign budgets and pricing work

When it comes to budget and pricing, Search tab campaigns offer flexibility similar to search results campaigns. There’s no minimum spend, you can invest as much or as little as you want, and you can also start, stop, or adjust your campaigns at any time.

Managing your spend is easy. Simply set your campaign budget and add a daily cap to control how your budget is spent over time.

Ad pricing is based on a cost-per-thousand-impressions (CPM) model, and you determine the maximum amount you’re willing to pay. The actual cost is a result of a second price auction, which calculates what you pay based on what the next closest bidder is willing to pay. As a result, you can bid competitively without the worry of overpaying. When you create a Search tab campaign or ad group, you’ll set a max CPM bid at the ad group level, and you can adjust it anytime, just as you do with bids for search results campaigns.

Note that an impression is counted each time at least 50 percent of your ad is visible for one second.

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Manage Search tab campaigns

Duplicate Search tab campaigns

Duplication of Search tab campaigns and ad groups works the same way it does for search results campaigns and ad groups. When duplicating, keep in mind that campaigns and ad groups can only be duplicated to the same ad placement as the original campaign (that is, App Store search results or App Store Search tab).

Note that Search tab ads aren’t currently available on the App Store in mainland China.

View Search tab campaign reporting

Just like with search results campaigns, you can view performance reporting for Search tab campaigns on the Campaigns dashboard, Charts dashboard, and in custom reports. The Ad Placement column on the Campaigns and Ad Groups dashboards helps you quickly distinguish Search tab campaigns from search results campaigns.

Note that some reporting metrics only apply to search results campaigns, so you won’t see them in the reporting for Search tab campaigns. These include average CPT, impression share, rank, and search popularity.

You can also use the Apple Ads Attribution API to measure installs that originate from Search tab campaigns.

Set up budget orders for Search tab campaigns

You can use budget orders for Search tab campaigns, however they’ll need to be separate from budget orders for search results campaigns. When you create a new budget order, you’ll be able to assign the correct ad placement.

Use the Campaign Management API for Search tab campaigns

You can use the Apple Search Ads Campaign Management API 4 to programmatically create, manage, and report on Search tab campaigns. Earlier versions of the API won’t support this type of ad placement.

Note that the Campaign Management API 4 also requires users and third-party service providers to be authenticated using OAuth 2.0.

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Create campaigns

How Apple Search Ads Advanced campaigns work

Campaigns are set to run ads either in App Store search results ads or on the App Store Search tab. Depending on your ad placement, campaigns can contain ad groups, audience refinements, and keywords, which you select based on your goals for the campaign. Campaigns, ad groups, and keywords can be duplicated, paused, and reactivated at any time. You can create as many campaigns as you need, and can remove unwanted or obsolete campaigns or ad groups from your account any time. Keep in mind that once you remove a campaign or ad group, it can’t be restored or modified, and all ads for that campaign or ad group will stop running.

There are a variety of different ways to organize and manage keywords. Before you begin creating search results campaigns, take a look at our best practices for how to structure them and organize keywords within them.

Prepare to start your first campaign

• Have your Apple ID associated with your App Store Connect account ready.
• Have an app live on the App Store.
• Choose the countries and regions where you want to promote your app.
• Know how much you can spend.
• Sign up for an Apple Search Ads account.
• Add a valid credit card.

If you’re an agency, please contact us. Agencies that plan to promote third-party apps can have Apple Search Ads accounts set as Agency accounts. Note that your account should be set up by the legal entity that’s invoiced by Apple for all Apple Search Ads Advanced campaigns (and campaign groups) in the account. Don’t create a campaign group if you’re an agency whose client wants to own their account or be billed directly. If your client would like to be invoiced directly, they should create their own Apple Search Ads account and invite you as a user. The Agency setup process can take time and isn’t guaranteed.

If you create a campaign before adding a payment method, your ads will automatically start running when a valid payment method is added to your account, unless you set your campaign status to Pause. To prevent a campaign from automatically running after creation, set its status to Pause during campaign creation then change the status to Run when you’re ready to start it, or schedule a specific date upon which you’d like it to start.

Tip: Get a head start on reaching the right customers.

If you want to cross-promote to users of your other apps and add them as an audience customer type, make sure to use the Apple ID associated with your App Store Connect account when you sign up for Apple Search Ads.

How to create a campaign

From the Apple Search Ads Advanced Campaigns dashboard, click the Create Campaign button.

Choose the app you want to promote.

Select where your ads will run. You can either promote your app at the top of App Store search results or on the Search tab, at the top of the suggested apps list.

Choose one or more countries or regions where your campaign will run. Note that if you plan to advertise in multiple markets, you may want to consider grouping similar countries and regions in one campaign for easier management. Group them according to attributes like customer value, customer profiles, language, global region, or sales or financial center location.

Apply campaign settings:

• Name your campaign. If you want to organize keywords or Creative Sets according to specific themes, it’s a good idea to reference that theme in your campaign name. For example, Brand or Discovery.
• Set a campaign budget. The amount you set can be increased at any time, but you can’t decrease your budget once your campaign has started. Your ads will run until you exhaust your budget, reach your campaign end date, or pause your campaign.

Learn more about managing budgets

Set an optional daily cap. This will help distribute your spend each day so your budget will last for a specific time period.

Create an ad group:

Name your ad group. If you’re creating a search results campaign, it’s good to align your ad group name with a keyword theme.

Learn more about ad groups
Set a default maximum cost-per-tap (max CPT) or maximum cost-per-thousand-impressions (max CPM) bid for your ad group. In search results campaigns, your max CPT bid is the maximum amount you’re willing to pay for a tap on your ad. In Search tab campaigns, your max CPM bid is the maximum you’re willing to pay for one thousand ad impressions. Your default max CPT or max CPM bid is set at the ad group level. For search results campaigns, this means the same bid applies across all keywords in an ad group unless you specify a max CPT bid at the keyword level.

Learn more about search results campaign bids
If you’re creating a search results campaign, you can add an optional cost-per-acquisition (CPA) goal, or the amount you ideally want to spend to acquire one customer.

For search results campaigns, turn Search Match on or off.

Choose ad group keywords for search results campaigns. When an App Store customer types in a relevant search query that includes one of your keywords, your ad could appear.

Refine your audience by device type, customer type, demographics, and location.

Set a start date for your campaign, along with an optional end date.

Specify the times and days of the week your ads will run, if you have a preference.

For search results campaigns, add optional Creative Sets for more ad options that align to your ad group theme or audience.

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