StretchLearn Course

Win the top App Store search slot and turn taps into installs

Apple Search Ads from the ground up — auction mechanics, Basic vs Advanced, Search Results structure, Custom Product Pages, match types, CPT bidding, and attribution for beginners.

Preview Curriculum Back to Catalog

Beginner9 hr 30 minSelf PacedRegistered

Course Overview

What this course is designed to develop

Roughly 70 percent of App Store downloads start with a search, and the very top of that results page is an Apple Search Ads slot. This course teaches the platform from scratch: the difference between Basic and Advanced campaign management, how the second-price auction blends your bid with relevance, how Broad, Exact, and Search Match work together, and how to send specific ad variations to Custom Product Pages instead of your default listing. You will learn to read Tap-Through Rate, Conversion Rate, Cost-per-Tap, and Cost-per-Acquisition, build a Brand / Generic / Competitor / Discovery campaign structure, and understand how attribution flows through the AdServices framework, the Apple Search Ads Attribution API, and SKAdNetwork. You leave able to launch, structure, bid, and optimize Search Results campaigns to a deliberate cost-per-install target.

Learning Outcomes

What the learner should be able to understand, build, or execute.

Explain how the Apple Search Ads second-price auction blends maximum CPT bid with relevance to decide which ad wins and what it costs

Choose between Basic and Advanced campaign management based on budget, control, and reporting needs

Structure Advanced Search Results campaigns into Brand, Generic, Competitor, and Discovery ad groups with the correct match types

Configure Broad match, Exact match, and Search Match alongside negative keywords to control where ads serve

Create and assign Custom Product Pages so each ad variation matches the keyword intent it answers

Calculate and manage TTR, Conversion Rate, CPT, CPA, and cost-per-install against a target return-on-ad-spend

Curriculum Preview

Inside the curriculum: a structured path from fundamentals to execution.

Preview the course structure, see how the modules build on one another, and understand the path this program is designed to take you through.

Module 1

Module 1: How Apple Search Ads Actually Works

Before spending a dollar, understand where the ads appear, the difference between Basic and Advanced, and how the auction decides which ad shows and what each tap costs.

3 lessons

The Ad Placements You Are BuyingContent · 45 min

Preview Enabled

Basic vs Advanced Campaign ManagementContent · 45 min

LMS Access

The Auction: Bid Meets RelevanceContent · 45 min

LMS Access

Module 2

Module 2: Building Your First Advanced Campaign Structure

Organize Search Results campaigns into a Brand, Generic, Competitor, and Discovery structure so each ad group has one clear job and a clean read.

3 lessons

The Brand / Generic / Competitor / Discovery FrameworkContent · 45 min

LMS Access

Defending Your Brand KeywordsContent · 45 min

LMS Access

Choosing Keywords for Generic and Competitor CampaignsContent · 45 min

LMS Access

Module 3

Module 3: Match Types, Custom Product Pages, and Bidding

Control exactly where ads serve with match types and negatives, send each ad to the right Custom Product Page, and set CPT and CPA bids that hit your install cost target.

3 lessons

Broad, Exact, and Search MatchContent · 50 min

LMS Access

Negative Keywords and Custom Product PagesContent · 50 min

LMS Access

Setting CPT and CPA Bids to a TargetContent · 50 min

LMS Access

Module 4

Module 4: Attribution, Reporting, and Optimization

Connect taps to installs and downstream value through Apple's attribution tools, read the reports that matter, and run a steady optimization loop to a cost-per-install target.

3 lessons

How Install Attribution WorksContent · 50 min

LMS Access

Reading the Reports That MatterContent · 50 min

LMS Access

The Weekly Optimization LoopContent · 50 min

LMS Access

Built for Application

A complete learning path, not a one-off inspiration hit.

This program is designed around progression: focused lessons, structured modules, applied resources, assessments, and a course rhythm that turns information into usable capability.

Apple Search AdsApp Store advertisingCustom Product Pageskeyword match typesCPT biddingSearch Matchinstall attributionSKAdNetwork