Search tab ads
With millions of people searching and millions of available apps to consider, search volume is highly distributed across apps. Also, over 70%* percent of App Store visitors use search to discover apps.
And thatâs why the Search tab is a key place to show up. When users navigate to the Search tab, it usually signifies a strong intention to find and download an app. Search tab ads let advertisers appear at an additional moment before users havenât searched yet at the right time, influencing which app they decide to install and potentially driving more brand searches.
Search tab ads allow advertisers to emphasize brand marketing more, increase app exposure, and boost downloads by placing apps at the top of the suggested apps list, making them a powerful way to capture usersâ attention just before they initiate a search.
- Search tab ads data began arriving in the second quarter of 2021 with the introduction of the ad placement by Apple Ads.
- Initially, the early adopters of the placement faced some challenges in optimizing their Search tab ads, and 2021 data reflects that.
- Over time, the placement showed its true potential for advertisers as the data demonstrates a much stabilized look with lower CPTs and CPAs and much higher conversion rates.
- The cumulative average TTR for Search tab ads in 2024 was 0.48%, which carries the consistent upward trend thatâs been going on since 2022.
- While the cumulative average TTR in 2023 (0.47%) was around the same mark as in 2024, quarterly averages showed more volatility.
- TTR within 2024 also showed a consistent upward trend, starting with 0.41% in Q1, moving forward with 0.47% in Q2 and 0.57% in Q3, and wrapping up the year at 0.65% in Q4.
- The average CR for Search tab ads in 2024Â wrapped up 2024 at an all-time high level at 58.34%Â while maintaining the consistent upward trend in Search tab ads conversion rates since 2021.
- There has been a significant decrease in CPT and CPA over the years, demonstrating that competition went down compared to the launch stages of the ad placement. It can create an opportunity for advertisers to shine among their competitors in such an environment.
- The average cost-per-tap in Q1 started at $1.94 and showed a decline over the next quarters while seeing a dip in Q3 with $1.34. The cumulative average for CPT in 2024 resulted in $1.64.
- An increase of 42.60% in the average CPT examined in 2024 compared to last year demonstrates an increase in the overall competitiveness of the placement.
- While the average CPA started the year at $3.46 in Q1, better performances were seen throughout the year, and the cumulative average for 2024 ended at 2.80%. However, the average CPA increased by 21.7% in 2024 compared to 2023.
The data in this report has been gathered using MobileAction and SearchAds.com tools.*
