What Is an Ad Placement?

Ad Placement refers to the specific location within the App Store where an Apple Search Ad is displayed. Apple Search Ads offers various ad placement options:

Search tab: Ads can be displayed at the top of the Suggested section on the Search tab, capturing a user’s attention before they enter a specific search query. This prime placement enables advertisers to reach users who are actively looking to discover new apps. An ad also appears at the top of results when someone searches for specific keywords or apps in the search field. These ads are highly visible to those actively seeking relevant content.

Today tab: This tab features a curated selection of app recommendations, editorial content, and featured apps. Ads placed in the Today tab benefit from increased visibility and engagement, as users on this tab are often in a discovery mindset and receptive to relevant app recommendations. This placement aims to increase brand awareness and discovery among users browsing the App Store.

Product page: Ads can be displayed on the product pages of other apps, targeting users who are already engaged with similar content and may be interested in downloading the advertised, complementary app.

Ad placement can significantly impact an app’s visibility and performance, as potential customers are more likely to engage with ads strategically positioned based on the user’s search intent or browsing behavior. Advertisers can bid on the placements that best align with campaign objectives and target audience to optimize the effectiveness of their ASA strategy. Factors such as ad relevance, bid amount, and competition for the selected placements influence the ad’s position and visibility within the App Store.