Apple just made a big move in its digital marketing strategy. Apple Search Ads, its ad platform focused on the App Store, has been rebranded as Apple Ads. But this isn’t just a name change—it’s a clear indication that Apple’s looking to expand its advertising offering beyond App Store searches.
For brands, developers, and marketers, this opens up new strategic opportunities to reach users at high-intent moments.
Apple Ads is the next step in the evolution of what we used to know as Apple Search Ads. It started out as a way to promote apps in search results on the App Store. But now, it has grown to include more ad placements across the store.
Capturing user attention is more competitive than ever, and Apple is giving advertisers more places to show up, making the most of every opportunity to stand out. With these updates, you can run ads in different spots throughout the App Store. That means more visibility, more flexibility, and more chances to tailor your campaigns and boost conversions.
Right now, Apple Ads lets you place ads in several key areas of the App Store including:
Search Results: Ads show up at the top when users search for apps or services.
Search Tab: Ads appear before the user even types anything, at the very start of their journey.
Today Tab: Ads show up on the App Store’s home screen (perfect for launches or major promos).
Product Pages: Ads are on the app pages of similar apps, acting as personalized suggestions.
These placements help you build stronger campaigns that guide users from first discovery all the way to download.
There are a bunch of reasons to bring Apple Ads into your strategy. Unlike other platforms, Apple Ads is built around user intent. People aren’t casually scrolling, they’re actively searching for something to solve a need.
Some key benefits:
High Purchase Intent: About 65% of iOS app downloads come from App Store searches.
Smart Targeting: Narrow your audience by device type, location, language, whether someone’s a new or returning user, and more.
Flexible Control: Choose between Apple Ads Basic (automated) or Apple Ads Advanced (full manual control).
App Store-Friendly: Works great alongside your App Store optimization efforts.
Global Reach: Available in over 90 countries, making it easy to run regional or global campaigns.
Depending on your goals, budget, and team size, you can choose from two different options:
Apple Ads Basic: Best for smaller teams or independent developers. You set a monthly budget, and Apple handles the rest (targeting, bidding, and placement). It’s simple and hands-off.
Apple Ads Advanced: Perfect for marketers who want full control. You manage keywords, targeting, budgets, and optimization. Ideal for agencies or experienced teams managing multiple campaigns.
Both options let you track performance in real time and adjust based on what’s working.
To get the most out of Apple Ads, it’s important to structure your campaigns based on the type of user intent you’re targeting. Here’s a sample setup by objective:
Brand Campaigns: Have your app shows up when people search for your name.
Competitor Campaigns: Target users looking for apps like yours, and win over some market share.
Discovery Campaigns: Find new keywords that people are using, ones you might not be targeting yet.
Category Campaigns: Reach users browsing specific categories like “fitness,” “education,” or “finance.”
You can also use custom product pages to tailor the app store experience based on where your traffic comes from, the user’s location, or even seasonal promotions, which is great for improving engagement and conversion rates.
Like with any ad platform, tracking the right KPIs is essential. With Apple Ads, keep an eye on:
Click-Through Rate (CTR): How many people click on your ad vs. how many saw it.
Conversion Rate: Percent of clicks that turn into downloads.
Cost Per Install (CPI): How much each download is costing you.
Retention & Lifetime Value: Long-term value.
With good analytics in place, you can keep optimizing for better results.
One standout example is Very, a UK shopping app. During seasonal campaigns, they saw some impressive results:
47% increase in CTR using seasonal creatives.
48% boost in downloads after customizing their product pages for different segments.
61% lower CPI after fine-tuning their bids by user type.
This is a great reminder that with the right strategy, Apple Ads can drive results like qualified traffic and cost-effective growth.
Apple recently rolled out an official certification program for marketers and developers who want to master the platform. It includes:
Interactive lessons on targeting, bidding, campaign types, and measurement.
Real-world examples and quizzes to test your knowledge.
Access to up-to-date resources straight from Apple.
Getting certified doesn’t just help you run better campaigns, it’s also a valuable credential if you’re working with clients or agencies.
The shift from Apple Search Ads to Apple Ads marks a big step forward in Apple’s digital marketing ecosystem. With more ad placements, better tools, and options to go automated or hands-on, Apple Ads is shaping up to be a must-have for any app growth strategy.
If you’re looking to scale your app, reach more users, and keep acquisition costs in check, now’s a great time to bring Apple Ads into your marketing mix.