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How to Advertise Using Apple's Today Tab

March 12th, 2025

How to Advertise Using Apple's Today Tab
David Quinn

by David Quinn

VP of Strategy & Partnerships at Gummicube, Inc.

App Store Optimization (ASO) is more than just having creative graphics and keywords. There are tools like Apple’s Today Tab that can help advertise your app and increase visibility. Featuring your app here can significantly boost its visibility and increase downloads by reaching a wide audience. Creating a successful Today Tab ad requires an understanding of Apple’s specific guidelines, creating appealing visuals, and optimizing Custom Product Pages with App Store Optimization best practices. By following the right steps, you can increase your chances of making the most of this powerful advertising tool for your app.

This week’s ASO Tips and Tricks blog will walk you through the essentials of creating and managing a Today Tab ad campaign, covering everything from the guidelines you must follow to tips on crafting the perfect Custom Product Page. Whether you are new to Today Tab ads or looking to refine your existing campaign, these insights will help you stand out in the competitive landscape of the App Store.

THE BASICS OF TODAY TAB ADS

A Today Tab ad features your app icon, name, and subtitle, while also utilizing a Custom Product Page as the destination for users who tap on your ad. One of the unique elements of Today Tab ads is that the background animates using assets from your Custom Product Page, creating a visually engaging experience that aligns with your app’s brand colors. This helps your ad stand out and gives users a taste of what your app offers.

To create a Today Tab ad, the first step is setting up and submitting a Custom Product Page through App Store Connect. This page acts as the landing destination for users who tap on your ad. After approval, you can create your Today Tab campaign through Apple Search Ads Advanced. If you have multiple Custom Product Pages, you can select the one you want to use for your ad’s tap destination and background. Additionally, if you’re targeting users running iOS 18 or later, you can use deep links to direct users to a specific location within your app, making the experience more tailored to user needs.

APPLE’S TODAY TAB ADVERTISING GUIDELINES

To ensure that ads on the Today Tab maintain a high standard, Apple has established several advertising guidelines. These guidelines are essential to follow for your campaign to be accepted, as any violation can lead to rejection. Key points include:

  • Inappropriate Content: Any content that’s violent, offensive, or otherwise inappropriate is prohibited. This includes images or references to weapons, guns, or graphic violence.
  • Localization: Your app’s icon, name, subtitle, and Custom Product Page assets must be localized to the country or region of the campaign.
  • Prohibited Promotional Language: Terms like “Game of the Day” or “App of the Day” are not allowed. Any ranking or awards claims, as well as offers or incentives, are also prohibited.
  • Apple’s Advertising Policies: All creative assets must comply with Apple’s broader advertising policies, ensuring professionalism and appropriateness.

These guidelines are in place to maintain the integrity of the App Store and to ensure that all featured apps uphold Apple’s standards. Failing to follow these guidelines could result in your ad being removed from the Today Tab entirely.

CUSTOM PRODUCT PAGES: THE KEY TO EFFECTIVE TODAY TAB ADS

In order to run a Today Tab ad, developers must first create a Custom Product Page in App Store Connect. This Custom Product Page is a crucial element of the campaign, acting as the landing page for users who tap on your app from the Today Tab. A well-crafted Custom Product Page provides a unique, tailored experience that helps turn impressions into downloads.

One of the greatest advantages of a Custom Product Page is its flexibility. It can be customized to fit the needs of your app store marketing campaign by featuring content relevant to current trends, seasonal promotions, or new app features. Whether you’re launching a major update, running a temporary promotion, or capitalizing on a season or market trend, the Custom Product Page allows you to align the ad experience with your app’s latest offerings.

For example, if your app has just launched a new feature, your Custom Product Page can focus on explaining and showcasing that feature in an engaging way, driving interest and boosting conversions. Or if you are an app developer wanting to change up your app icon for the Christmas season, this is a great place to do so. 

The Custom Product Page allows you to deepen user engagement. Unlike a static landing page, this page can be highly dynamic, incorporating visuals, animations, and copy that speak directly to the user’s needs. Developers should focus on making their product page as engaging as possible in order to increase your app’s conversion.

CREATING AND MANAGING TODAY TAB ADS

Setting up and managing a Today Tab ad requires attention to detail and ongoing optimization. Once your Custom Product Page is approved, the next step is to create your Today Tab ad campaign within Apple Search Ads Advanced. During this process, you’ll choose the Custom Product Page you want to use for the ad, ensuring that it aligns with your campaign goals and speaks to the right audience.

Effective management also involves optimizing your creatives. A/B test different ad variations, such as adjusting your app’s icon, subtitle, and background animations, to determine which designs lead to higher engagement. Regularly reviewing campaign performance metrics will allow you to make data-driven decisions, adjusting your creatives, targeting, and strategy to improve results over time.

 

Using ASO to Maximize Today Tab Performance

USING ASO TO MAXIMIZE TODAY TAB PERFORMANCE

To make the most of your Today Tab ad, you need to ensure that your creatives are compelling and that your ad speaks to the right audience. Here are some strategies for success:

  • Visual Appeal: The quality of your visuals is crucial. Ensure that your app icon and Custom Product Page convey your app’s value clearly and effectively. Your visuals should be clean, professional, and aligned with your app’s branding to create a lasting impression.
  • Localization: As mentioned earlier, localizing your app’s content is essential. This involves not only translating your copywriting but also adapting your app’s metadata and design to suit the cultural preferences of the target market.
  • Trends and Timing: Positioning your app in line with current trends or seasonal events can help boost its visibility. Apple’s Today Tab often features apps that tie into current cultural moments, so staying relevant is important.
  • User Engagement: Positive reviews and user engagement can have a significant impact on your app’s performance. Actively engaging with your user base through ratings and feedback can improve your app’s reputation, making it more likely to be featured.

Incorporating these strategies into your campaign will give you a better chance of standing out and succeeding in the competitive Today Tab space.

FINAL THOUGHTS ON USING THE TODAY TAB FOR ADVERTISING

Apple’s Today Tab provides a powerful opportunity for app developers to increase visibility and attract new users. By following Apple’s advertising guidelines and crafting a well-optimized Custom Product Page, you can create an engaging ad experience that will resonate with potential users.

Success on the Today Tab is rooted in optimizing your ad effectively, from quality visuals and localization to ongoing adjustments based on data. By applying these ASO strategies, you can boost your app’s visibility, improve its chances of being featured, and ultimately drive more downloads for your app.

LET’S CHAT!

If you need help setting up a Today Tab ad campaign or optimizing your App Store presence, our team is ready to assist you. From creating the perfect Custom Product Page to managing your campaigns for maximum success, Gummicube is here to help you elevate your app.

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