--- title: How to use Apple Search Ads description: Simply put, Apple search ads are the small advertisements you see inside the app store when searching for an app. They will always appear at the top of your search results listings, and you can recogn --- [Skip to content](https://help.passion.io/hc/en-us/articles/360011979898-how-to-use-apple-search-ads#main-content) [![Full Passion.io logo (white)](https://help.passion.io/hs-fs/hubfs/Full%20Passion.io%20logo%20(white).png?width=185&height=50&name=Full%20Passion.io%20logo%20(white).png)](https://passion.io/) Open main navigation Close main navigation - - [Contact us](https://help.passion.io/hc/en-us/kb-tickets/new) [Contact us](https://help.passion.io/hc/en-us/kb-tickets/new?hsLang=en) πŸ‘‹ How can we help you today? - There are no suggestions because the search field is empty. 1. [Help Center](https://help.passion.io/hc/en-us?hsLang=en) 2. [App Store Listing](https://help.passion.io/hc/en-us/app-store-listing?hsLang=en) 3. [πŸ” App Store Visibility](https://help.passion.io/hc/en-us/app-store-listing?hsLang=en#app-store-visibility) March 28, 2025 # How to use Apple Search Ads ### **What are Apple search ads?** Simply put, Apple search ads are the small advertisements you see inside the app store when searching for an app. They will always appear at the top of your search results listings, and you can recognize them as having a light blue background and an ad icon. Β  *Examples of Apple search ads* *![Examples\_of\_Apple\_share\_ads.png](https://help.passion.io/hubfs/Knowledge%20Base%20Import/Examples_of_Apple_share_ads-4-3.png)* ### **Can you search ads?** You can search ads under two conditions: 1. You must be an app developer. This means you must own your own Apple developer account. 2. It would help if you were based in a country that supports search ads. You can find a complete list of the countries here: [List](https://searchads.apple.com/countries-and-regions/) (You don’t need to sign in, scroll down the page to see the list) ### **How do I use search ads?** Head to the [search ads page](https://searchads.apple.com/) on Apple’s website and log in with your Apple ID. Apple offers two kinds of ad accounts:Β  - Apple search ad basic - Apple search ads advanced This guide focuses on basic search ads. These ads use your app's information, such as name, description, and media, but they don't allow customization. Unlike other platforms, you can't tailor your ad's appearance or headline. The success of your ad depends on the app store's algorithm, which uses your app's content to determine who sees it. Optimizing your app's listing is important for the best results. Otherwise, your ad may not reach the intended audience. For Apple search ads, optimize your app's listing and wait 24 hours before paying for the ad. This waiting period allows Apple's algorithm to recognize your updates, improving your ad's targeting. ### **How much do these ads cost?** Basic search ads are charged per installation. App wizzes refer to this metric as the Cost Per Installation (CPI). When deciding how much you want to spend on advertising your app all you need to do is set a monthly budget and decide how much you want each installation to cost.Β  #### **For example:** If you had a monthly ad budget of $100 and wanted to get 20 app downloads, you’d set your CPI at $5.Β  Once you’ve done this Apple will look at these metrics and try its best to hit that target.Β  Apple will suggest a CPI based on what it knows about your app, the market you are in, and your customers.Β  Β  ### **Do Apple Search Ads work?** They may be a bit biased, but according to Apple, they do. They’ve released several testimonials showing how developers have achieved effective ROI on their campaigns. Check out the testimonials below: [Apple Search Ads Success Stories](https://searchads.apple.com/advanced/success-stories/rosetta-stone/) *If you’d like to dive further into Apple search ads and explore the advanced features you can use this article: How [Apple search ads work](https://www.computerworld.com/article/3388129/how-apple-search-ads-work.html)* Β  - [Getting Started](https://help.passion.io/hc/en-us/getting-started?hsLang=en#main-content) - [🎬 Start Here](https://help.passion.io/hc/en-us/getting-started?hsLang=en#start-here) - [βš™οΈ App Basics](https://help.passion.io/hc/en-us/getting-started?hsLang=en#%EF%B8%8F-app-basics) - [πŸ™Œ PassionFighters Community](https://help.passion.io/hc/en-us/getting-started?hsLang=en#passionfighters-community) - [❓ FAQs](https://help.passion.io/hc/en-us/getting-started?hsLang=en#faqs) - [Create & Customize your App](https://help.passion.io/hc/en-us/create-customize-your-app?hsLang=en#main-content) - [🎨 Design & Branding](https://help.passion.io/hc/en-us/create-customize-your-app?hsLang=en#design-branding) - 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