Table of Contents


Previously, AppSA found that there was an ad slot with the Ad logo in the Suggested position below the search page of the search page of the App Store in the US, but the ASA backend was unable to create an ad in this position.


On May 5, 2021, Apple announced that ASA (Apple Search Ads) customers can create and place Suggested ads in the background of ASA.


The latest action of Apple's bidding advertising


ASOWorld has compiled the following key points about the new advertising space:


1. There are no country and region restrictions on the new advertising space. Suggested ads are available in all countries and regions where the original keyword search ads can be placed. However, Suggested ads cannot be placed in areas where the original ASA was not open.


2. The materials displayed in Suggested ads include product title (App Name), subtitle (Subtitle) and icon (Icon), description, promotional text, screenshots or video preview and other metadata, and will not be displayed in the ad slot.


3. Suggested ads are billed in thousands of impressions, namely CPM. Therefore, the conversion effect (installation volume, installation unit price) is greatly affected by the above-mentioned displayable materials.


4. When creating an advertising plan in the ASA backend, we need to first select an ad slot: Search Result (ie search result) or Search Tab (ie Suggested recommended location).


5. The same ad creation options as the original ad: device type, user type, geographic location, start and end time, ad schedule


6. Different advertisement creation options from the original advertisement: The bidding method is CPM bid (cost-per-thousand-impressions bid), and no keywords need to be set.


7. The Suggested advertising plan has only 2 levels: Campaign and Ad Group. Because there is no need to set up keywords, Suggested ads do not have the previous keyword (Keyword) and search term (Search Term) levels.


8. Suggested ads need to use a separate Budget Order and cannot be associated with the original Budget Order.


9. Suggested ads need to be managed using Search Ads Management API 4.0. The current version is still API 3.0, but Apple has not officially provided API 4.0 documentation.


In conclusion


In response to this latest move of Apple's bidding advertising, ASOWorld data will continue to follow, and the latest developments will be synchronized with everyone as soon as possible.

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