App Store Search Ads expand to 46 more countries

App Store Search Ads expand to 46 more countries


App Store Search Ads
Ads are coming to an iPhone near you.
Photo: Killian Bell/Cult of Mac

App Store users in a bunch of new countries will now see ads when searching for apps and games.

Apple on Tuesday expanded App Store Search Ads to 46 new territories. Developers can bid to have their titles appear in search results for specific keywords, which brings more attention to their apps.

With more than 2 million apps available in the App Store, it has never been more difficult for iOS developers to get their software noticed. Even some of the best titles can creep into the App Store without making an impact.

You can’t pay to have your app featured by Apple on the front page of the store, but there is another way to grab some attention.

Search Ads get your app noticed

Introduced in 2016, Search Ads give developers the opportunity to promote their apps at the top of App Store searches. They can bid to have certain releases appear based on keywords, devices, locations, and more.

Those ads were available in just 13 countries until this week, but now a total of 59 are supported. This is the first time Search Ads have been expanded since August 2018, when the service was first made available outside of the U.S.

Some of the most recent additions include India, Israel, Pakistan, South Africa, Taiwan, Thailand, Argentina, Mexico, and Peru.

Even smaller devs are welcome

You don’t need to be a big studio with a big budget to take advantage of Search Ads. In 2017, Apple introduced a basic tier that makes it easier for smaller, independent developers to use the service.

The basic tier means developers are only charged for installs, rather than all ad interactions. It also allows them to specify their monthly ad budget — up to $5,000 — and a maximum cost-per-install rate.


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