Apple Ads provides a variety of ad placements, each offering valuable touchpoints for users to discover your app. With SplitMetrics Acquire, we've ensured complete alignment with these Apple Ads placements, offering a seamless experience for campaign creation and management. This article will delve into the Today tab and Product pages placements, offering insights on how to maximize their potential.
In SplitMetrics Acquire, these placements are available while creating campaigns, and you can also use them in filters and column presets on the dashboard and in Automation.
Note: both placements aren't available in mainland China.
Today tab ad placement
Today tab ad placement allows publishers to connect with users on the front page of the App Store when they first arrive and research apps. The ads feature your app icon, name, and subtitle, and use a custom product page as the ad’s tap destination.
The pricing model for Today tab campaigns is cost-per-tap (CPT).
When creating the Today tab campaign, remember that:
To create a Today tab ad, you’ll first need to set up a custom product page in App Store Connect to take users to when they tap your ad.
After creating your campaign, your ad will be automatically submitted for approval. Apple Ads will review your app icon, name, and subtitle to make sure they comply with their Today tab ad guidelines. Note that after these elements have been reviewed for one Today tab campaign, they won't require approval again to run in the same country or region where your previous campaign ran, unless you update them in App Store Connect.
Today tab ad will run as soon as it's approved unless it was scheduled to start on a specific date or unless its status was set to Pause while being in review.
SplitMetrics Acquire displays all statuses of the ad groups in the Today tab campaign to track the approval process.
Make sure that the ad creative used for the Today tab campaign complies with Apple's guidelines:
Your app icon, name, and subtitle can’t include content that’s considered violent, offensive, sexually explicit, or otherwise inappropriate. Images containing guns, weapons, or graphic violence are not allowed.
The custom product page you use as your ad’s tap destination must be localized in the primary language of the country or region where you’re running your campaign.
No pricing, offers, ranking, or other incentivized promotions are allowed in your app icon, name, or subtitle. App rankings and app awards claims are also not allowed.
Your app name and subtitle must match the localized language for the associated country or region where your campaign is set to run.
The phrases “Game of the Day” and “App of the Day” can’t be used in your app icon, name, or subtitle.
Your app name, icon, and subtitle must comply with Apple Advertising Policies.
Product pages ad placement
Product pages ads are meant to promote an app to users browsing different pages across the App Store with a particular intent. Ads appear at the top of the You Might Also Like list to those who have scrolled to the bottom of relevant product pages, actively researching apps. This ad placement also has a CPT pricing model.
While creating a product pages campaign, apart from choosing certain audience targeting as can be done in all ad placements, you can refine different app categories in which the ad can appear (on the ad group level):
All categories.
Similar categories (similar to the app's category).
Other categories (different from the app's category).
To check the app category type set for the ad group, hover over (?) next to the ad placement.
Product pages ads are created using the assets already uploaded to the App Store product page, and feature your app name, icon, and subtitle.