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Apple Ads
苹果 App Store 官方搜索广告平台，在用户搜索 App 时精准展示，意图明确、转化率高，是 iOS 买量必选渠道。
主要用途
Apple Ads, renamed from Apple Search Ads in 2025, is Apple's own advertising platform for App Store visibility, and for many iOS apps the single highest-intent acquisition channel because ads appear while users are actively searching for apps. Placements cover App Store search results, the Search tab, the Today tab, and product page recommendations. The Advanced tier offers keyword bidding with match types, audience refinement, custom product pages for ad-specific store creative, and cost-per-tap pricing; the Basic tier automates with cost-per-install pricing. AdServices attribution integrates with the major MMPs. Because Apple controls the surface, search results ads avoid most tracking limitations that constrain other iOS channels.
所在链路
Apple Ads operates at the launch stage of iOS acquisition, converting App Store search demand that ASO work surfaces organically.
核心功能
- Search results ads with keyword bidding and match types
- Today tab, Search tab, and product page placements
- Custom product pages for ad-tailored store creative
- AdServices attribution API with MMP integration
- Basic automated tier and Advanced manual tier
适合谁用
- iOS apps defending and capturing branded search traffic
- UA teams seeking high-intent installs near the download decision
- Developers scaling from automated Basic to keyword-managed Advanced
新手提示
- Bid on your own brand terms first, because competitors can and will, and brand campaigns typically show the strongest returns.
- Search ads convert only as well as the product page behind them, so invest in ASO and custom product pages alongside bids.
- Discovery campaigns with broad and search match are for finding keywords; move winners into exact match campaigns to control costs.