Search results
Reach users the moment they’re searching for apps
to download
Search results ads help customers discover your app right when they’re searching for apps to download. When a user searches on the App Store, your ad can appear either at the top of their search results or further down the page.
How ads are created
A default ad is created based on your app’s product page, or you can create ad variations from custom product pages you set up in App Store Connect. Ad variations allow you to align ad creative with specific audiences and keyword themes. You can also select a custom product page with a deep link that directs users to the exact place you want in your app. Deep links for search results placements are available on devices running iOS or iPadOS 18 and later.
How ads are matched to
search queries
To match your ad to relevant searches, search results campaigns use keywords. Our intelligent technology matches the user’s search term with the app being promoted, delivering more than a 60 percent average conversion rate for ads at the top of search results.1
We offer two different options to help with keyword selection: Maximize Conversions and Manage Bids. Maximize Conversions uses Search Match to automatically match your ad to search terms without you having to figure out all keyword possibilities and actively bid on them. Or if you prefer to manually manage your keywords, consider using the Manage Bids strategy. Keep in mind that the Maximize Conversions strategy is currently designed for post-launch campaigns. If you have an app available in pre-order, it’s recommended that you use the Manual Bid strategy.
Whether a search results ad displays over other advertisers bidding on that same query is determined by a combination of factors, including your app’s relevance to the search query and the amount of your keyword bid. If your app isn’t relevant to what the user is searching for, it won’t be displayed — regardless of how much you may be willing to pay. Apple Ads considers both relevance and bids, and doesn’t put apps into auctions if they’re not a good match. Note that your ad may be shown in any of the available ad positions, and you can’t select or bid for a particular ad position.