Apple Search Ads Expands to Turkey and 20 Additional Countries: What Marketers Need to Know

In a significant move, Apple has announced the expansion of its Search Ads platform to Turkey and 20 other countries, further broadening the reach of app developers globally. This expansion follows a successful rollout to Brazil earlier in the year, marking a continued effort by Apple to tap into emerging markets.

The Power of Apple Search Ads

Apple Search Ads allow developers to place ads in key areas within the App Store. There are four main ad types:

1. Today tab ads: Appear on the homepage of the App Store.
2. Search page ads: Shown before users enter any search query.
3. Top-of-search results ads: Appear at the top of the results page after a search query.
4. Product page ads: Displayed at the bottom of the product pages of other apps.

The platform’s performance speaks for itself, with Apple claiming that Search Ads can generate up to 2x more impressions than organic search. This is especially beneficial for smaller developers who often struggle to get visibility in crowded app markets. The cost-per-tap (CPT) model ensures that developers only pay when a user clicks on an ad, making it a cost-effective advertising channel.

21 New Markets for Developers

This expansion brings the total number of countries where Apple Search Ads is available to 91. The newly added countries include Turkey, Armenia, Mongolia, Morocco, and Kenya, among others. Developers in these regions can now target local audiences with precision, opening up new growth opportunities.

Here’s the full list of the new countries:

• Turkey
• Algeria
• Mongolia
• Morocco
• Slovakia
• Uzbekistan
• Bulgaria
• Ghana
• Bahrain
• Iraq
• Cyprus
• Armenia
• Luxembourg
• Nepal
• Sri Lanka
• Latvia
• Slovenia
• Estonia
• Kyrgyzstan
• Kenya
• Iceland

A Continued Focus on Ad Quality

The introduction of Search Ads to app product pages two years ago led to some initial controversy, particularly with the placement of low-quality gambling ads next to unrelated apps. Following community feedback, Apple “paused” these categories from appearing in specific slots. This policy is still in place today, ensuring higher ad quality and relevance across the App Store.

Our Expert Take

At UAMASTER, we believe this expansion represents a major opportunity for app developers looking to grow their audience. With the addition of 21 new markets, developers can now experiment with localized campaigns to test their performance in emerging regions, often with less competition and lower CPTs.

For digital marketers, this is an exciting development. The ability to target specific regions allows for more tailored messaging and a refined approach to user acquisition strategies. As always, though, we advise paying close attention to ad quality and ensuring that ad placements align with the app’s target audience. The continued restrictions on certain ad categories (such as gambling) mean that app developers should regularly review Apple’s updated policies to stay compliant and avoid any pitfalls.

By integrating Apple Search Ads into your broader marketing strategy, you can maximize app visibility, gain new users, and drive overall growth in both established and emerging markets.

This article available in Ukrainian.