Apple Search Ads Basic vs Advanced (2025 Comparison)

Apple offers two distinct Apple Search Ads platforms: Basic and Advanced. They use different pricing models, targeting mechanisms, and campaign management approaches.

Choosing the wrong one costs money. Not because one is inherently better, but because each is optimized for different scenarios.

Here's how to decide.

The Core Difference

Apple Search Ads Basic is fully automated. You set a monthly budget and maximum cost-per-install (CPI), and Apple's algorithm handles keyword selection, audience targeting, and bidding. You pay only for installs.

Apple Search Ads Advanced gives you manual control. You choose keywords, set match types, define audience segments, and manage bids at the keyword level. You pay per tap (CPT), regardless of whether the user installs.

The automation vs. control trade-off determines which platform makes sense for your app.

Apple Search Ads Basic: When Automation Makes Sense

Basic is designed for simplicity. It's ideal for solo developers, small teams, or anyone who doesn't have dedicated resources for campaign management.

How Basic Works

1. Set your monthly budget (minimum $50/day, maximum $10,000/month per app)
2. Define your maximum CPI
3. Apple's machine learning automatically matches your ad to relevant searches based on your app's metadata
4. You pay only when someone installs your app

What You Get

• Single placement: Search results only (no Today tab, Search tab, or product pages)
• Automated targeting: No keyword selection required
• CPI pricing: Pay for outcomes, not clicks
• Minimal setup: Launch in under 10 minutes
• Basic reporting: Installs, spend, and average CPI

What You Don't Get

• Keyword-level performance data
• Audience segmentation options
• Creative testing capabilities
• Geographic or demographic targeting controls
• Custom Product Page testing

Performance Expectations

According to 2024-2025 data from SplitMetrics and AppTweak:

• Basic campaigns typically deliver 15-25% higher CPIs than well-optimized Advanced campaigns
• Management time is approximately 80% lower than Advanced
• Conversion rates are generally comparable (50-70% average)

When Basic Makes Sense

You should consider Basic if:

• Your monthly budget is under $5,000
• You don't have dedicated UA resources
• Your app has clear, well-optimized metadata
• You're testing ASA for the first time
• You operate in less competitive categories

When Basic Doesn't Work

Basic struggles when:

• Your app name or metadata is generic or ambiguous
• You're in highly competitive categories (finance, dating, fitness)
• You need to target specific user segments
• You want to test different messaging or creatives
• You require detailed attribution or LTV analysis

Apple Search Ads Advanced: When Control Matters

Advanced is built for marketers who want precision. It's the platform of choice for apps with dedicated growth teams, meaningful budgets, or complex targeting needs.

How Advanced Works

1. Create campaigns organized by objective (brand, competitor, category, discovery)
2. Select and bid on specific keywords
3. Choose match types (exact or broad)
4. Define audience segments by demographics, location, and device
5. Set CPT bids at the keyword or ad group level
6. Monitor performance and adjust in real time

What You Get

• Four ad placements: Search results, Today tab, Search tab, and product pages
• Keyword-level control: Choose exact keywords and match types
• Audience targeting: Demographics, location, device type, and more
• Custom Product Pages: Test different creatives for different audiences
• Detailed analytics: Impressions, TTR, CVR, CPT, CPA, and more
• No budget caps: Spend as much as performance supports

What You Don't Get

• Automated optimization (you manage everything)
• CPI pricing (you pay per tap, not install)
• Set-and-forget simplicity

Performance Expectations

From 2024-2025 benchmark data:

• Average TTR: 11.4% (up from 10.22% in 2023)
• Average CVR: 67.2% (up from 65.37% in 2023)
• CPT benchmarks: $0.40-$0.60 (LATAM) to $10+ (competitive US categories)
• CPA benchmarks: $0.50-$0.80 (LATAM) to $14+ (competitive US categories)

Experienced teams can achieve 30-40% lower CPIs with Advanced compared to Basic, but this requires ongoing management and optimization.

When Advanced Makes Sense

You should use Advanced if:

• Your monthly budget exceeds $10,000
• You have a dedicated UA manager or agency
• You need detailed performance data for optimization
• You operate in competitive categories where targeting precision matters
• You want to test different messaging for different audiences
• You're scaling proven acquisition channels

When Advanced Is Overkill

Advanced may not be worth the complexity if:

• You're spending less than $2,000/month
• You don't have time or expertise to optimize regularly
• Your app has a single, clear use case with no segmentation needs
• You're testing ASA viability for the first time

Side-by-Side Comparison

Feature	Basic	Advanced
Pricing Model	CPI (cost per install)	CPT (cost per tap)
Budget Min	$50/day	No minimum
Budget Max	$10,000/month per app	Unlimited
Keyword Selection	Automated	Manual
Match Types	Automated	Broad, Exact
Audience Targeting	None	Demographics, location, device
Ad Placements	Search results only	Search, Today, Search tab, product pages
Creative Testing	None	Custom Product Pages
Reporting	Basic (installs, CPI)	Detailed (TTR, CVR, CPT, CPA)
Setup Time	5-10 minutes	1-3 hours
Management Time	Minimal	Ongoing
Typical CPI	15-25% higher	30-40% lower (when optimized)

Can You Use Both?

Yes. Some teams run Basic for low-priority geos or secondary apps while using Advanced for primary markets and flagship products.

A common approach:

• Basic: Test new markets, low-budget campaigns, or apps without dedicated UA resources
• Advanced: Primary markets, high-volume campaigns, competitive keyword targeting

You can't run both for the same app in the same country simultaneously, but you can split by geography.

Migration Path

Most apps that scale start with Basic and migrate to Advanced once they hit the $10,000/month budget cap or need more granular control.

The transition typically happens when:

• You've proven ASA works for your app
• You have sufficient install volume to generate meaningful keyword-level insights
• You're ready to dedicate resources to campaign management
• You want to test audience segmentation or creative variations

Recommendation Framework

Start with Basic if:

• Monthly budget < $5,000
• No dedicated UA resources
• First time testing ASA
• Low-competition category

Start with Advanced if:

• Monthly budget > $10,000
• Dedicated UA manager or agency
• Competitive category
• Need for detailed reporting and optimization

Use both if:

• Testing new markets (Basic) while scaling proven ones (Advanced)
• Managing multiple apps with varying priorities

Current Benchmarks (2025)

Metric	Basic	Advanced
Average TTR	Not reported	11.4%
Average CVR	50-70%	67.2%
Typical CPI Premium	+15-25% vs. optimized Advanced	Baseline
Management Time	1-2 hours/month	10-20 hours/month
Best Use Case	Automated, low-touch acquisition	Performance-driven, data-informed scaling

Source: SplitMetrics Apple Ads Benchmarks 2025, AppTweak (2024-2025 data)

FAQs

Should I use Apple Search Ads Basic or Advanced?

Use Basic if you have limited time and budget under $10,000/month, value automation, and don't need granular targeting. Use Advanced if you have budget flexibility, need detailed performance data, want to control keyword targeting, or have a dedicated person managing campaigns.

What's the main difference between Basic and Advanced?

Basic charges per install (CPI) and automates everything—keywords, audiences, bidding. Advanced charges per tap (CPT) and gives you full control over keyword selection, match types, audience segments, and bidding strategies.

Is Apple Search Ads Basic cheaper than Advanced?

Not necessarily. Basic typically delivers 15-25% higher CPIs than well-optimized Advanced campaigns, but requires 80% less management time. For experienced teams, Advanced can achieve 30-40% lower CPIs, but demands dedicated resources.

Can I switch from Basic to Advanced?

Yes. Many apps start with Basic to test ASA, then migrate to Advanced once they reach the $10,000/month budget cap or need more control. The transition requires manual campaign setup in Advanced, as settings don't transfer automatically.

Does Basic work for competitive categories?

Basic can work in competitive categories if your app has strong organic rankings and clear metadata. However, Advanced typically performs better in competitive spaces because it allows you to target specific keywords and adjust bids based on competition.

---

The choice between Basic and Advanced isn't about which is better. It's about which aligns with your current resources, goals, and growth stage. Start where you are, and upgrade when the data justifies it.