New ASA Search Tab Ad Format

Since their introduction 3 years ago, Search Tab Ads in the App Store have been an effective way for apps to obtain user attention at the very beginning of their app discovery journey. This strategic placement provides visibility and engagement, as the Search tab is one of the most frequented sections of the App Store.

Apple has finally improved this placement with a more prevalent ad, placed at the very top position, replacing the list of recommended keywords. Apple’s new design for the Search Tab ad placement is a direct copy of the Today Tab ad that utilizes the subtly scrolling screenshots with a full width card. 

When to use Search Tab ads

1. Improve Visibility: By appearing at the top of the Search tab, these ads are the first thing users see when they start exploring the App Store. This prominent positioning increases the likelihood of user engagement and app downloads.
2. Brand Awareness/Recognition: Search Tab Ads allow advertisers to engage users before they even type a search query. This early engagement can be crucial in influencing user decisions and driving app installs later down the funnel, or when your app is seen in future placements.
3. Returning users: We often utilize Search Tab ads to target returning users for our clients. We find that the returning users are likely to engage with the ads in a pre-search placement.

Need help with your Apple Search Ads Management? Contact us today!