To improve the discoverability of the app in the Apple App Store, there are several organic marketing options you can use. All options can be found in the "Growth & Marketing" menu section in App Store Connect: https://appstoreconnect.apple.com/apps/
ToDo: Promotional text in the App Store listing is missing. You can use up to 170 characters here for an additional description of the app.
This is the main page iOS users see in the App Store (name, icon, subtitle, screenshots, app previews, description, ratings).
Write copy using clear value statements and naturally include key search terms (SEO best practice).
Promotional text: up to 170 characters, editable at any time for seasonal/presale messaging.
Provide strong screenshots/app previews that show the app's advantages at a glance. Videos (app previews) are fine.
Device assets: Upload required screenshot sizes for iPhone/iPad families (Apple size specs).
Create additional product pages with tailored screenshots, app previews, and their own unique URLs for specific audiences or campaigns. CPPs can also be used as ad variations in Apple Search Ads.
Start from the current default page to reuse assets if helpful.
Example use: a youth-focused CPP featuring student benefits in the screenshots; or seat map screenshots highlighting discounts.
Further documentation: https://developer.apple.com/app-store/custom-product-pages
Note: To release CPPs or In-App (Store) Events, please send us a short message in the support portal and an easy-connect team member will trigger the App Store release. You can queue up several items for release which then can go live in bulk.
Announce timely activities like presales, new seasons, or special content. Events appear on your product page and across App Store discovery (including search). Can include a countdown and an event details page. Up to 10 events can be published at the same time (and up to 15 approved total in App Store Connect).
Further Documentation: https://developer.apple.com/app-store/in-app-events/
https://app-ads.apple.com/
To support the visibility and reach of the app, the app can be promoted directly in the App Store with advertising. Apple Search Ads are the best direct option from Apple as a channel for this. Apple ensures that app ads closely resemble the app's original search result and thus do not look like advertising.
Decisions before you start
Placement focus: Start with Search results to capture high-intent queries; add Search tab / Today tab / Product pages as you scale.
Campaign type/structure: Separate Brand, Category/Discovery, and optionally Competitor themes for control.
Budget approach: Set a daily budget and adjust based on performance. (Avoid fixed "universal" CPT/CPA starts; use Apple's in-product recommendations.)
Daily Budget: $10-20
Starting recommendation: CPT $1.50 - $2.00
Starting recommendation: CPA $3.00 - $5.00
Billing: Add a valid payment method first.
Recommended Structure: Kick-off with brand and category/discovery campaigns
Further reading on campaign structures: https://ads.apple.com/app-store/help/campaigns/0056-structure-campaigns
Make sure all billing and legal data has been fully set up with your account.
Search Results Ad: There are several placements for ad campaigns within the store, with the "Search results" campaign usually being the most effective. Here, after entering the search term, the app's ad is ranked first in the search results if you have the highest-bidding ad for the respective search terms.
Product Page Placement Ad: Your app appears here at the end of other App Store listings as a suggestion.
Find more info on all placement options: https://ads.apple.com/app-store/help/ad-placements/0081-ad-placement-options
At the beginning, select the app to be advertised, the placement (Search results), and the country/region. In the next step, name the campaign and define a daily budget, as well as a start/end date if needed. A campaign can consist of several ad groups, which are now defined with names and budgets.
CPT = Cost-per-Tap — how much should be spent for a tap on the ad
CPA = Cost-per-Acquisition — how much should be spent for a download
Since a daily budget has already been defined through the campaign settings, it is advisable (especially at the beginning) to set higher values for CPT and CPA in order to reach as many people as possible. The budgets should be reviewed every few weeks and adjusted if necessary.
To be found for the right search queries, it is important to define keywords that could be as relevant as possible for potential searches. It is also advisable to include other cultural institutions with overlapping audiences. Each keyword is assigned the ad's general CPT by default; for important keywords, this value can and should be increased. If your app has no name competition, then it's advisable to keep the bid for your own name rather low, since the organic search will naturally display the app.
Keep broad unless you have a strong reason to narrow. Available refinements include:
Device type (iPhone/iPad)
Location refinement (where supported)
Customer types: All users, New users, Returning users, Users of my other apps
Demographics (age/gender; subject to regional policies)
If "Default" is selected as the design, the ad consists of a preview of the general product page with its images. As an ad type, there is also the option of a variant with text only and without images. The text is the self-defined promotional text from the product page. If there is already an active custom product page for the selected target group, you can now use it for the ad.
The campaign can now be created and should start providing data in the dashboard within the first few days.
