Fecha: 19 de October de 2026 Noelia Leiro
Apple Search Ads is a powerful tool for promoting apps on the App Store, allowing developers to reach potential users at the ideal moment. Among the most prominent formats is the Today Tab, which offers premium visibility since it’s the first thing users see when they open the App Store.
In this guide, you’ll learn how to set up ads on the Today tab and get the most out of this feature.
What are the ads on the Today tab?
Ads in the “Today” tab appear on the App Store homepage, highlighting the app’s name, icon, and tagline.
These ads redirect to a customized product page that includes:
– Background animations based on the color of the app icon.
– Visual resources that comply with Apple’s policies.
Key benefits of ads on the Today tab:
– Maximum visibility for your app.
– High impact on potential users.
– Compatible with advanced audience targeting.
Technical Requirements for Ads in the Today Tab
Before setting up your ads, it’s important to make sure you meet the following requirements:
Device Compatibility and iOS Version
– iOS 17.1+: Supports ads with background animations.
– iOS 16.4 through 17.0: Only the name, icon, and subtitle are displayed.
– Not available on iPads or on iOS 16.3 or earlier.
Custom Product Page Settings
- Log in to App Store Connect.
- Create a custom product page with the following elements:
– Optimized screenshots.
– Engaging promotional videos.
– Relevant captions localized for each region.
Note: The custom page must comply with Apple’s guidelines, which prohibit violent or sexual content, as well as promotional claims (prices, discounts, etc.).
When setting up ads on the Today tab, it is essential to follow these Apple guidelines:
- Prohibited Content: Violent, offensive, sexually explicit, or inappropriate content is not permitted, nor are images of weapons or graphic violence.
- Localization: The customized product page must be localized into the language of the country or region where the campaign will be published.
- Promotional Restrictions: Prices, offers, ratings, or promotions are not allowed in the icon, name, tagline, or product page materials. You also cannot make claims about the app’s ratings or awards.
- Consistent Language: The app’s name and subtitle must be in the language of the country or region where the campaign is published. They must also comply with Apple’s advertising policies.
- Restricted Phrases: The phrases “Game of the Day” and “App of the Day” may not be used in the icon, name, subtitle, or materials on the custom product page.
Note: Please be aware that even when following these guidelines, we have encountered cases where Apple, in certain sectors, does not allow ads to be created in the Today tab, and we have had to contact Apple Support directly. Their response was: 
Solutions to Common Problems with Enabling Ads on the Today Tab
If you’re having trouble activating your ads on the Today tab, here are the possible causes and their solutions:
- Geographic restrictions: Ads on the Today tab are only available in certain regions. Check to see if your location is included in the list of available regions on the official for Apple Search Ads.
- Incomplete account setup: Your account may not be set up correctly, or a valid payment method may be missing. Review your settings in Apple Search Ads and make sure all your information is up to date.
- App eligibility: Apple prioritizes apps that meet high standards for quality and design. Make sure your product listing is optimized with attractive, high-quality visuals.
- Insufficient budget: This premium ad format requires an adequate investment. Increase your total budget to compete effectively and ensure visibility in this key placement.
- Technical Issues: If everything listed above is in order and the problem persists, contact Apple Search Ads technical support for assistance.
Best Practices for Optimizing Ads in the “Today” Tab
Good Designs
– Use clean, attractive designs that highlight your app’s value.
– Make sure your captions are short but impactful.
Precise Targeting
– Analyze your users’ historical data to define your target audience.
– Refine your audience based on behavior in specific regions.
Monitoring and Adjustments
Constantly review metrics such as:
– CTR (Click-Through Rate).
– CPA (Cost Per Acquisition).
– ROAS (Return on Ad Spend).
– Conduct A/B tests with different designs and messages.
If you’d like to learn more about how to optimize your campaigns and reach high-value users, don’t miss our full article Apple Search Ads: How to Get More iOS Downloads for Your App where you’ll find advanced strategies to maximize your campaign investment and boost your app’s visibility.
Conclusion: Why You Should Take Advantage of Ads on the Today Tab
Ads on the Today tab offer an unparalleled opportunity to highlight your app in the App Store. Along with mastering ASO to rank organically at the top.
By following the steps and best practices outlined in this guide, you can maximize the impact of your campaigns and reach high-value users. Get started today and draw users to your app like bees to honey.
Has this article given you food for thought?
With this information, you’ll be better prepared to lead effective digital projects and connect meaningfully with your audience.
Need help? If you’d like us to help you implement this tool—or another one—to improve user retention and conversion in your app, email us at contacto@actualizatec.com.
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