Ads on the App Store - Apple Ads

Two people stand side-by-side in a festive town, looking at an iPhone together.

Over 800 million people
visit the App Store
every week.

High-impact ads drive
discovery
of your app
throughout
the App Store.

Industry-leading
conversion rates
over 60%
for search results ads.

Users are ready to act —
95% of downloads
after an ad tap occur
within a minute.

ABOUT ADS ON THE APP STORE

App discovery starts here.

An unmatched experience.

For over a decade, the App Store has been the first place people go to find and download the apps they love. More than just a storefront, the global platform focuses on bringing people amazing experiences — and connecting brands and businesses with interested customers.

Opportunity at every turn.

Apple Ads lets you reach people in multiple places throughout their App Store journey. And repeat exposure can help drive higher returns. Most people say they’re more likely to check out apps that are highlighted across the App Store.⁴

AD PLACEMENTS

Keep your app top of mind.

Ads appear in a variety of carefully integrated placements throughout
the
App Store. Explore the ad options below to learn more about how
each helps
you grow brand awareness and increase app downloads.

Today Tab

The Today tab is where over half a billion weekly App Store visitors start their journey to discover new apps. Ads on the Today tab maximize app visibility when people first arrive. Each ad features your app name, icon, and subtitle, and uses a custom product page you set up in App Store Connect as the tap destination.

Search Tab

Search is the primary way people discover apps on the App Store — 70% of App Store visitors use search to discover apps.⁵ With a prominent ad at the top of the Search tab, you can capture their interest right when they begin their search.

An iPhone with the App Store open. The search term “vacation planner” is entered in the search box and an ad for the example app, AwayFinder, appears at the top of search results.

Search Results

Almost 65% of downloads⁵ happen directly after a search. With an ad at the top of relevant search results, you can reach people right after they search. Choose your own keywords or use the ones suggested. Ads are matched with people based on a direct signal of their intent — their search term — delivering an average conversion rate of over 60%.²

An iPhone with the App Store open. An ad for the example app, AwayFinder, appears at the bottom of an App Store product page, where users would see it if they scrolled down the page.

Product Pages

Reach people when they actively research apps. Your ad will appear to interested users who have scrolled to the bottom of product pages. Ads can run across all app categories, or you can refine the categories where they run.

Try ads on the App Store for free with
a 100 USD credit.^* Get started

CAMPAIGN MANAGEMENT

Helpful tools for
hardworking campaigns.

A MacBook is open to the Create Ad page for a search results ad variation in Apple Ads. It shows two available custom product pages. The title of the ad variation that’s being created is Summer Travel Ad and a Summer Travel Campaign custom product page is selected. To the right, an iPhone displays a preview of the ad.

Flexible creative options.

Tailor Today tab and search results ad creative with assets from specific custom product pages. Take people to those pages when they tap, and add deep links to quickly direct them to the content you want them to see in your app.

Built-in optimization.

Maximize your reach, automatically. By default, campaigns are set to reach the widest audience. And spend is optimized for days with opportunities to get more downloads.

Price assurance.

Pay only when customers engage with your ad. With cost-per-tap (CPT) pricing, you decide the maximum amount you’re willing to pay for a tap, and can change the amount anytime.