Ad Placements - Best Practices

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<section class="section-fullbleed product-banner--wrapper best-practices"> <div class="section-content-container"> <div class="image-container section-background"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/adplacements_hero.jpg.small_2x.jpg"/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/adplacements_hero.jpg.medium_2x.jpg"/> <source media="screen and (max-width: 1440px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/adplacements_hero.jpg"/> <img loading="lazy" src="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/adplacements_hero.jpg" alt="An advertiser working on a MacBook. The Apple Search Ads Create Campaign page is open on the screen, showing four available ads placements: Today tab, Search tab, search results, and product pages." class="hero--background"/> </picture> </div> <div class="section-content "> <div class="row align-items-center"> <div class="column"> <div class="copy-block"> <p class="fullbleed--eyebrow " role="text">Best Practices</p> <h1 class="product-banner--heading ">Ad Placements</h1> </div> </div> </div> </div> </div> </section> <section class="section-content highlighted-block border-top-none padding-top--100-80-40"> <div><span class="typography-manifesto">Make your mark with multiple ad placements</span> <span class="typography-manifesto font-desc-grey">across the App Store. Show more people what your app has to offer, helping increase searches for your brand and downloads of your app. If you’re using a single ad placement and looking for a better overall performance value, running multiple placements could be <br class="no-br-l br-m br-s no-space" /> your solution.</span></div> </section> <section class="section-content heading-block margin-top--80 margin-bottom--44"> <div class="copy-block"> <div><span class="typography-callout">Tap into the power of exposure.</span></div> <div><span class="typography-body"><span class="margin-top--28-23-27 rte-el">Promoting apps in more than one placement can offer a better overall performance value. An analysis of U.S. app users showed that advertisers reached more people and increased searches for their brand when they ran ads in multiple placements simultaneously. And because you pay only when people tap your ad, you can drive a lot more exposure at little to no additional cost. Get ready to see your collective campaign performance benefit. </span></span></div> </div> </section> <section class="column-badge-copy-block badge-block section-content"> <div class="row "> <div class="column small-12 large-6 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 62<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">of surveyed users were more<br class="br-l br-m no-br-s no-space" /> likely to check out apps that were<br class="br-l br-m no-br-s no-space" /> highlighted across the App Store.<sup class="footnote"><a href="#footnote-1" aria-label="Footnote footnote-1">1</a></sup></span> </div> </figure> </div> <div class="column small-12 large-6 "> </div> </div> </section> <section class="section-2-col-img-txt section-content section--row-reverse section--column-reverse section--medium-header padding-top--120-80-80 padding-bottom--120-80-80"> <div class="row align-items-center"> <div class="column large-6 small-12"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_searchresults.png.small_2x.png"/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_searchresults.png.medium_2x.png"/> <source media="screen and (max-width: 1440px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_searchresults.png"/> <img loading="lazy" src="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_searchresults.png" alt="An iPhone with the App Store open. The search term “vacation planner” is entered in the search box and an ad for the example app, AwayFinder, appears at the top of search results." class="section-2-col-img-txt--img"/> </picture> </div> <div class="column large-6 small-12"> <div class="copy-block"> <p class="icon icon-before copy-block--label "><span class="font-desc-grey">Search Results</span> </p> <h3 class="copy-block--heading ">Fine-tune your search <br class="br-l br-m no-br-s no-space" />results campaigns.</h3> <p class="copy-block--body " role="text">Search is the way most people find and download apps on the App Store, so getting your app to the top of search results is a priority. Nearly 65 percent of downloads happen directly after a search,<sup><span class="footnote"><a href="#footnote-2">2</a></span></sup> so use these tips to strengthen your campaigns and help your app get discovered. <ul style="margin-left: 1.17647em;"> <li style="margin-top: 23.0px;margin-left: 1.17647em;list-style-position: outside;">Choose effective <a href="/best-practices/keywords" aria-label="keywords">keywords.</a></li> <li style="margin-top: 15.0px;margin-left: 1.17647em;list-style-position: outside;">Organize your keywords into <a href="/best-practices/campaign-structure" aria-label=" four campaign types"> four campaign types</a>: Brand, category, competitor, and discovery.</li> <li style="margin-top: 15.0px;margin-left: 1.17647em;list-style-position: outside;">Set up <a href="/best-practices/ad-variations" aria-label=" ad variations"> ad variations</a> to make your ads more relevant to customers.</li> <li style="margin-top: 15.0px;margin-left: 1.17647em;list-style-position: outside;">Choose Reach All Eligible Users — our default option — to automatically optimize your ad to reach the most people.</li> <li style="margin-top: 15.0px;margin-left: 1.17647em;list-style-position: outside;">Use <a href="/help/recommendations/0055-review-recommendations" aria-label="Recommendations">Recommendations</a> for keywords, keyword bids, and daily budget.</li> </ul> <br class="br-l br-m br-s no-space" /><br class="br-l br-m br-s no-space" /></p> <div class="cta"> </div> <a href="/help/ad-placements/0082-search-results" class="more " target="_self">Learn more about search results ads</a> </div> </div> </div> </section> <div class="section-container-cmp news-grey-bg"> <section class="section-2-col-img-txt section-content section--column-reverse section--medium-header section-2-col-img-txt--full-width-img padding-top--120-80-80 padding-bottom--120-80-80"> <div class="row align-items-center"> <div class="column large-6 small-12"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_searchtab.png.small_2x.png"/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_searchtab.png.medium_2x.png"/> <source media="screen and (max-width: 1440px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_searchtab.png"/> <img loading="lazy" src="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_searchtab.png" alt="An iPhone with the App Store open. An ad for the example app, AwayFinder, appears on the Search tab at the top of the Suggested apps list." class="section-2-col-img-txt--img"/> </picture> </div> <div class="column large-6 small-12"> <div class="copy-block"> <p class="icon icon-before copy-block--label "><span style="color: rgb(134,134,139);">Search Tab</span> </p> <h3 class="copy-block--heading ">Use Search tab and <br class="br-l br-m no-br-s no-space" />search results together.</h3> <p class="copy-block--body " role="text">Run Search tab and search results campaigns at the same time to reach additional users and increase searches for your brand. Using these placements together can also drive more downloads at a lower overall acquisition cost,<sup><span class="footnote"><a href="#footnote-3">3</a></span></sup> showing just how valuable this pairing is. <br class="br-l br-m br-s no-space" /><br class="br-l br-m br-s no-space" /> Creating a Search tab campaign is easy — you don’t need to add keywords, and you only need to set one bid.</p> <div class="cta"> </div> <a href="/help/ad-placements/0071-search-tab" class="more " target="_self">Learn more about Search tab ads</a> </div> </div> </div> </section> </div> <div class="section-container-cmp"> <section class="section-2-col-img-txt section-content section--row-reverse section--column-reverse section--medium-header section-2-col-img-txt--full-width-img padding-top--120-80-80 padding-bottom--120-80-80"> <div class="row align-items-center"> <div class="column large-6 small-12"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_todaytab.png.small_2x.png"/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_todaytab.png.medium_2x.png"/> <source media="screen and (max-width: 1440px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_todaytab.png"/> <img loading="lazy" src="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_todaytab.png" alt="An iPhone with the App Store open and an ad for the example app, AwayFinder, displayed prominently on the Today tab. The ad shows the app icon, name, and subtitle, which says “Explore, Plan, & Book Travel”" class="section-2-col-img-txt--img"/> </picture> </div> <div class="column large-6 small-12"> <div class="copy-block"> <p class="icon icon-before copy-block--label "><span class="font-desc-grey">Today Tab</span> </p> <h3 class="copy-block--heading ">Increase your impact right <br class="br-l br-m no-br-s no-space" />from the start.</h3> <p class="copy-block--body " role="text">Promote your app where more than half a billion visitors start their journey to discover new apps every week. Today tab ads are our most prominent placement — they’re fully visible when people first arrive to the App Store — and are the go-to option to reach people who wouldn’t have found your app otherwise.</p> <div class="cta"> </div> <a href="/help/ad-placements/0083-today-tab" class="more " target="_self">Learn more about Today tab ads</a> </div> </div> </div> </section> </div> <div class="section-container-cmp news-grey-bg"> <section class="section-2-col-img-txt section-content section--column-reverse section--medium-header section-2-col-img-txt--full-width-img padding-top--120-80-80 padding-bottom--120-80-80"> <div class="row align-items-center"> <div class="column large-6 small-12"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_productpages.png.small_2x.png"/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_productpages.png.medium_2x.png"/> <source media="screen and (max-width: 1440px)" srcset="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_productpages.png"/> <img loading="lazy" src="/asadam/us/en_us/images/best-practices/2024-11-19/ad-placements/adplacements_productpages.png" alt="An iPhone with the App Store open. An ad for the example app, AwayFinder, appears at the bottom of an App Store product page, where users would see it if they scrolled down the page." class="section-2-col-img-txt--img"/> </picture> </div> <div class="column large-6 small-12"> <div class="copy-block"> <p class="icon icon-before copy-block--label "><span class="font-desc-grey">Product Pages</span> </p> <h3 class="copy-block--heading ">Gain visibility among <br class="br-l br-m no-br-s no-space" />people browsing apps.</h3> <p class="copy-block--body " role="text">Don’t miss out on customers who are actively researching apps. They can come across your app after landing on a product page from an outside link, or from within an App Store article or search. Product page ads can extend campaign performance, complementing your ad placement strategy.<br class="br-l br-m br-s no-space" /><br class="br-l br-m br-s no-space" /> Run an ad across app categories, or refine the categories where it runs.</p> <div class="cta"> </div> <a href="/help/ad-placements/0084-product-pages" class="more " target="_self">Learn more about product page ads</a> </div> </div> </div> </section> <section class="column-badge-copy-block badge-block section-content"> <div class="row "> <div class="column small-12 large-3 "> </div> <div class="column small-12 large-3 "> </div> <div class="column small-12 large-3 "> </div> <div class="column small-12 large-3 "> </div> </div> </section> </div> <section class="section-content heading-block padding-top--80 margin-bottom--80"> <div class="copy-block"> <div><span class="typography-callout">Look at big picture performance insights.</span></div> <div><span class="typography-body"><span class="margin-top--28-23-27 rte-el">When reviewing campaign reporting, remember that an install isn’t necessarily only the result of the last ad placement a user saw. What a customer sees one day, in one placement on the App Store, may influence what they tap and download in the days ahead. To better understand how impressions across ad placements impact the ultimate performance of each campaign, be sure to check view-through metrics along with total metrics. You can also use Insights to explore data across your entire account, broken out by ad placement.<br class="br-l br-m br-s no-space" /> <br class="br-l br-m br-s no-space" /> After you allocate budgets and set bids across different ad placements, it can take time to see the real effects each ad placement has on your overall results. This is why it’s a good idea to let your campaigns run for some time before making changes. </span></span></div> </div> </section> <section class="section-content image-caption-block margin-bottom--80"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-07/ad-placements/adplacements_performance.png.small_2x.png"/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-07/ad-placements/adplacements_performance.png.medium_2x.png"/> <source media="screen and (max-width: 1440px)" srcset="/asadam/us/en_us/images/best-practices/2024-07/ad-placements/adplacements_performance.png"/> <img loading="lazy" src="/asadam/us/en_us/images/best-practices/2024-07/ad-placements/adplacements_performance.png" alt="The Campaigns dashboard in Apple Search Ads, showing performance metrics for a Today tab campaign, a search results campaign, a product page campaign, and a Search tab campaign." class="image-caption-block--img"/> </picture> </section> <div class="section-container-cmp news-grey-bg padding-bottom--100-60-60"> <section class="quote-block--wrapper section-content margin-bottom--160b text-align--center no-border margin-bottom--0"> <blockquote class="quote-block--quotation padding-top--80c padding-bottom--80c"> <p class="quote-block--quote " role="text">Search results campaigns drive performance and capture conversions while ads on the Today tab, Search tab, and product page help you move up the funnel as well, driving valuable awareness and consideration for key brand or seasonal moments.</p> <div class="quote-block--footer"> <p class="quote-block--company " role="text">Cashrewards</p> </div> </blockquote> </section> <div class="section-container-cmp white-bg section-content section-with-accordion our-approach-new"> <section class="accordion-heading-block"> <div class="copy-block heading-block-cta certification text-align--center"> <h2 class="heading-block-cta--heading ">Explore the results of advertising <br class="br-l br-m no-br-s no-space" />in multiple placements.</h2> <p class="heading-block-cta--desc " role="text">Below are some of the performance gains Apple <br class="br-l br-m no-br-s no-space" />Search Ads advertisers have seen by running ads in <br class="br-l br-m no-br-s no-space" />more than one placement on the App Store.</p> </div> </section> <section class="section-accordion openAccordion"> <div class="accordion--drawer"> <h3 class="accordion-heading-wrapper" itemprop="name"> <div class="accordion-header" id="accordion-item-1-section" aria-controls="accordion-item-1-tray" aria-expanded="false" role="button" tabindex="0" data-focus-method="mouse" data-analytics-asa-title="Title Story Accordion -1 " data-analytics-asa-type="type Story Accordion -1"> <div class="copy-block "> <div class="eyebrow-image image-wrapper"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_cashrewards.png 2x" type=""/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_cashrewards.png 2x" type=""/> <source media="screen and (min-width: 1069px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_cashrewards.png 2x" type=""/> <img loading="lazy" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_cashrewards.png 2x" src="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_cashrewards.png" class="image-caption-block--img"/> </picture> </div> </div> <div class="accordion-header--content"> <div class="accordion--heading"><span class="accordion--heading-text">Cashrewards</span> scales seasonal growth.</div> </div> <div class="icon-holder align-items-center"> <span class="icon icon-plus"></span> <span class="icon accordion-icon "> <svg class="accordion-icon-svg" viewBox="0 0 17 8.85"> <polyline data-accordion-icon-shape="" stroke="currentColor" stroke-linecap="round" stroke-linejoin="round" fill="none" fill-rule="evenodd" points="15 1.13 8.5 7.72 2 1.13"> <animate data-accordion-animate="expand" attributeName="points" values="15 1.13 8.5 7.72 2 1.13; 15.85 4.42 8.5 4.42 1.15 4.42; 15 7.72 8.5 1.13 2 7.72" dur="320ms" begin="indefinite" fill="freeze" keyTimes="0; 0.5; 1" calcMode="spline" keySplines="0.12, 0, 0.38, 0; 0.2, 1, 0.68, 1"></animate> <animate data-accordion-animate="collapse" attributeName="points" values="15 7.72 8.5 1.13 2 7.72; 15.85 4.42 8.5 4.42 1.15 4.42; 15 1.13 8.5 7.72 2 1.13" dur="320ms" begin="indefinite" fill="freeze" keyTimes="0; 0.5; 1" calcMode="spline" keySplines="0.2, 0, 0.68, 0; 0.2, 1, 0.68, 1"></animate> </polyline> </svg> </span> </div> </div> </h3> <div id="accordion-item-1-tray" class="accordion-panel" aria-labelledby="accordion-item-1-section"> <section class="column-badge-copy-block badge-block section-content section"> <div class="row "> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> #1<span class="badge-unit"></span> </span> <span class="badge-caption">app marketing platform driving new member sign-ups over six-month period.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 136<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">increase in installs week over week with a multi-placement Black Friday campaign.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 140<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">increase in impressions in brand campaign after running Today tab ads during Black Friday.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 179<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">increase in taps in brand campaign after running Today tab ads during Black Friday.</span> </div> </figure> </div> </div> </section> <div class="badge-copy-block-wrapper"> <div class="copy-block "> <a href="/success-stories/cashrewards" class="more" data-tracking-title="read-story of Cashrewardsscales seasonal growth." aria-label="read-story of Cashrewards scales seasonal growth." data-analytics-asa-title="Title Read Story -1" data-analytics-asa-type="type Read Story -1"> Read story </a> </div> </div> </div> </div> </section> <section class="section-accordion"> <div class="accordion--drawer"> <h3 class="accordion-heading-wrapper" itemprop="name"> <div class="accordion-header" id="accordion-item-2-section" aria-controls="accordion-item-2-tray" aria-expanded="false" role="button" tabindex="0" data-focus-method="mouse" data-analytics-asa-title="Title Story Accordion -2" data-analytics-asa-type="type Story Accordion -2"> <div class="copy-block "> <div class="eyebrow-image image-wrapper"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_marvelsnap.png 2x" type=""/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_marvelsnap.png 2x" type=""/> <source media="screen and (min-width: 1069px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_marvelsnap.png 2x" type=""/> <img loading="lazy" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_marvelsnap.png 2x" src="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_marvelsnap.png" class="image-caption-block--img"/> </picture> </div> </div> <div class="accordion-header--content"> <div class="accordion--heading"><span class="accordion--heading-text">MARVEL SNAP</span> drives global growth.</div> </div> <div class="icon-holder align-items-center"> <span class="icon icon-plus"></span> <span class="icon accordion-icon "> <svg class="accordion-icon-svg" viewBox="0 0 17 8.85"> <polyline data-accordion-icon-shape="" stroke="currentColor" stroke-linecap="round" stroke-linejoin="round" fill="none" fill-rule="evenodd" points="15 1.13 8.5 7.72 2 1.13"> <animate data-accordion-animate="expand" attributeName="points" values="15 1.13 8.5 7.72 2 1.13; 15.85 4.42 8.5 4.42 1.15 4.42; 15 7.72 8.5 1.13 2 7.72" dur="320ms" begin="indefinite" fill="freeze" keyTimes="0; 0.5; 1" calcMode="spline" keySplines="0.12, 0, 0.38, 0; 0.2, 1, 0.68, 1"></animate> <animate data-accordion-animate="collapse" attributeName="points" values="15 7.72 8.5 1.13 2 7.72; 15.85 4.42 8.5 4.42 1.15 4.42; 15 1.13 8.5 7.72 2 1.13" dur="320ms" begin="indefinite" fill="freeze" keyTimes="0; 0.5; 1" calcMode="spline" keySplines="0.2, 0, 0.68, 0; 0.2, 1, 0.68, 1"></animate> </polyline> </svg> </span> </div> </div> </h3> <div id="accordion-item-2-tray" class="accordion-panel" aria-labelledby="accordion-item-2-section"> <section class="column-badge-copy-block badge-block section-content section"> <div class="row "> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 60<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">lower cost per install compared with similar ad platforms.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 25<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">of new iOS user acquisition in first month from Apple Search Ads.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 25<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">higher ROI compared with similar ad platforms.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 15<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">higher retention compared with similar ad platforms.</span> </div> </figure> </div> </div> </section> <div class="badge-copy-block-wrapper"> <div class="copy-block "> <a href="/success-stories/marvel-snap" class="more" data-tracking-title="read-story of MARVEL SNAPdrives global growth." aria-label="read-story of MARVEL SNAP drives global growth." data-analytics-asa-title="Title Read Story -2" data-analytics-asa-type="type Read Story -2"> Read story </a> </div> </div> </div> </div> </section> <section class="section-accordion"> <div class="accordion--drawer"> <h3 class="accordion-heading-wrapper" itemprop="name"> <div class="accordion-header" id="accordion-item-3-section" aria-controls="accordion-item-3-tray" aria-expanded="false" role="button" tabindex="0" data-focus-method="mouse" data-analytics-asa-title="Title Story Accordion -3" data-analytics-asa-type="type Story Accordion -3"> <div class="copy-block "> <div class="eyebrow-image image-wrapper"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_pillow.png 2x" type=""/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_pillow.png 2x" type=""/> <source media="screen and (min-width: 1069px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_pillow.png 2x" type=""/> <img loading="lazy" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_pillow.png 2x" src="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_pillow.png" class="image-caption-block--img"/> </picture> </div> </div> <div class="accordion-header--content"> <div class="accordion--heading"><span class="accordion--heading-text">Pillow</span> stays competitive across the marketing funnel.</div> </div> <div class="icon-holder align-items-center"> <span class="icon icon-plus"></span> <span class="icon accordion-icon "> <svg class="accordion-icon-svg" viewBox="0 0 17 8.85"> <polyline data-accordion-icon-shape="" stroke="currentColor" stroke-linecap="round" stroke-linejoin="round" fill="none" fill-rule="evenodd" points="15 1.13 8.5 7.72 2 1.13"> <animate data-accordion-animate="expand" attributeName="points" values="15 1.13 8.5 7.72 2 1.13; 15.85 4.42 8.5 4.42 1.15 4.42; 15 7.72 8.5 1.13 2 7.72" dur="320ms" begin="indefinite" fill="freeze" keyTimes="0; 0.5; 1" calcMode="spline" keySplines="0.12, 0, 0.38, 0; 0.2, 1, 0.68, 1"></animate> <animate data-accordion-animate="collapse" attributeName="points" values="15 7.72 8.5 1.13 2 7.72; 15.85 4.42 8.5 4.42 1.15 4.42; 15 1.13 8.5 7.72 2 1.13" dur="320ms" begin="indefinite" fill="freeze" keyTimes="0; 0.5; 1" calcMode="spline" keySplines="0.2, 0, 0.68, 0; 0.2, 1, 0.68, 1"></animate> </polyline> </svg> </span> </div> </div> </h3> <div id="accordion-item-3-tray" class="accordion-panel" aria-labelledby="accordion-item-3-section"> <section class="column-badge-copy-block badge-block section-content section"> <div class="row "> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 14<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">increase in downloads year over year from Apple Search Ads.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 30<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">more impressions year over year.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 19<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">increase in new subscription revenue.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 52<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">increase in tap-through rate on search results campaigns.</span> </div> </figure> </div> </div> </section> <div class="badge-copy-block-wrapper"> <div class="copy-block "> <a href="/success-stories/pillow" class="more" data-tracking-title="read-story of Pillowstays competitive across the marketing funnel." aria-label="read-story of Pillow stays competitive across the marketing funnel." data-analytics-asa-title="Title Read Story -3" data-analytics-asa-type="type Read Story -3"> Read story </a> </div> </div> </div> </div> </section> <section class="section-accordion"> <div class="accordion--drawer"> <h3 class="accordion-heading-wrapper" itemprop="name"> <div class="accordion-header" id="accordion-item-4-section" aria-controls="accordion-item-4-tray" aria-expanded="false" role="button" tabindex="0" data-focus-method="mouse" data-analytics-asa-title="Title Story Accordion -4" data-analytics-asa-type="type Story Accordion -4"> <div class="copy-block "> <div class="eyebrow-image image-wrapper"> <picture> <source media="screen and (max-width: 734px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_herowars.png 2x" type=""/> <source media="screen and (max-width: 1068px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_herowars.png 2x" type=""/> <source media="screen and (min-width: 1069px)" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_herowars.png 2x" type=""/> <img loading="lazy" srcset="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_herowars.png 2x" src="/asadam/us/en_us/images/best-practices/2024-03/ad-placements/ss_herowars.png" class="image-caption-block--img"/> </picture> </div> </div> <div class="accordion-header--content"> <div class="accordion--heading"><span class="accordion--heading-text">Hero Wars</span> attracts new players.</div> </div> <div class="icon-holder align-items-center"> <span class="icon icon-plus"></span> <span class="icon accordion-icon "> <svg class="accordion-icon-svg" viewBox="0 0 17 8.85"> <polyline data-accordion-icon-shape="" stroke="currentColor" stroke-linecap="round" stroke-linejoin="round" fill="none" fill-rule="evenodd" points="15 1.13 8.5 7.72 2 1.13"> <animate data-accordion-animate="expand" attributeName="points" values="15 1.13 8.5 7.72 2 1.13; 15.85 4.42 8.5 4.42 1.15 4.42; 15 7.72 8.5 1.13 2 7.72" dur="320ms" begin="indefinite" fill="freeze" keyTimes="0; 0.5; 1" calcMode="spline" keySplines="0.12, 0, 0.38, 0; 0.2, 1, 0.68, 1"></animate> <animate data-accordion-animate="collapse" attributeName="points" values="15 7.72 8.5 1.13 2 7.72; 15.85 4.42 8.5 4.42 1.15 4.42; 15 1.13 8.5 7.72 2 1.13" dur="320ms" begin="indefinite" fill="freeze" keyTimes="0; 0.5; 1" calcMode="spline" keySplines="0.2, 0, 0.68, 0; 0.2, 1, 0.68, 1"></animate> </polyline> </svg> </span> </div> </div> </h3> <div id="accordion-item-4-tray" class="accordion-panel" aria-labelledby="accordion-item-4-section"> <section class="column-badge-copy-block badge-block section-content section"> <div class="row "> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 3<span class="badge-unit">Х</span> </span> <span class="badge-caption">higher average revenue per user compared with similar platforms.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 2<span class="badge-unit">Х</span> </span> <span class="badge-caption">higher retention compared with similar platforms.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 4<span class="badge-unit">Х</span> </span> <span class="badge-caption">higher install-to-purchase compared with similar platforms.</span> </div> </figure> </div> <div class="column small-12 large-3 "> <figure class="badge badge-super "> <div class="badge-content"> <span class="badge-value"> 56<span class="badge-unit-percent">%</span> </span> <span class="badge-caption">higher tap-through rate on search results campaigns within a month of running Today tab ad.</span> </div> </figure> </div> </div> </section> <div class="badge-copy-block-wrapper"> <div class="copy-block "> <a href="/success-stories/hero-wars" class="more" data-tracking-title="read-story of Hero Warsattracts new players." aria-label="read-story of Hero Wars attracts new players." data-analytics-asa-title="Title Read Story -4" data-analytics-asa-type="type Read Story -4"> Read story </a> </div> </div> </div> </div> </section> </div> <section class="section-content heading-block margin-top--60-44-40 margin-bottom--0"> <div class="copy-block"> <div><a href="/help" style="font-family: "SF Pro Text" , "SF Pro Icons" , "Helvetica Neue" , Helvetica , Arial , sans-serif;font-size: 17.0px;letter-spacing: -0.022em;" aria-label="Visit Help to learn more"><span class="more">Visit Help to learn more</span></a></div> <div> </div> <div><a href="https://app.searchads.apple.com/cm/app" style="font-family: "SF Pro Text" , "SF Pro Icons" , "Helvetica Neue" , Helvetica , Arial , sans-serif;font-size: 17.0px;letter-spacing: -0.022em;" aria-label="Create a campaign now"><span class="more">Create a campaign now</span></a></div> </div> </section> </div> <div class="justify-content-spacebetween margin-bottom--60-44-40 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