Apple Ads Basic (formerly known as Apple Search Ads Basic) sounds like a convenient, easy place to start - like autopilot for app advertising.

In reality, it offers almost no control over keyword selection, user targeting, or performance tracking. Apple handles everything behind the scenes, which might sound simple, but can lead to your ad showing up for irrelevant search terms.

That means wasted ad spend and low-quality taps. You’re also not gaining any actionable insights or keyword data from your campaign.

Unless you’re working with a very small budget and have zero performance expectations, Basic isn’t worth it. If you care about app growth and user acquisition, skip Apple Ads Basic and use Apple Ads Advanced instead. It gives you the control you need to target high-intent keywords, optimize bids, and get real, measurable results.

If you’re just getting started with Advanced, focus on Exact Match keywords and keep your initial CPT (Cost Per Tap) bids low while you gather data and evaluate performance.

Related Resources

How to Do Apple Ads Right and Grow Your Downloads (YouTube) Helpful tips on how to get started Apple Ads, including a walkthrough for setting up your first campaign.

Mastering Apple Ads – 11 Ways to Unlock More Downloads with Apple Ads Intelligence (Guide)
Get practical, step-by-step strategies for running successful Apple Ads campaigns. This guide covers how to optimize your keyword list, analyze competitors, and make the most of your ad budget to drive more downloads.