What is Apple Search Ads?

Apple Search Ads (ASA) is advertising in App Store Search: app ads on keyword queries. High intent — the user searches for an app/category. Core paid channel for iOS mobile apps alongside Meta/TikTok app campaigns.

Models

CPT (cost per tap), CPA goals (Apple optimization). Search Results vs. Search Tab placements. Brand defense on your app name is mandatory.

Attribution

Apple Ads Attribution API; post-SKAdNetwork — aggregated, delayed data for non-tap flows. MMP integration for CPI/ROAS.

Limits

App promotion only — not web affiliate landings. Gambling/real-money apps — store policy. Competitor keyword bidding rules vary by GEO.

See also: in-app traffic, CPI, iOS ATT.