With mobile usage already reaching two-thirds of Southeast Asian populations, and countries like Singapore (87%), Malaysia (83%), and Thailand (75%) leading the way, the region is firmly a mobile-first market.  This mobile-first audience is reshaping how apps are discovered and used, making app store advertising more important than ever. Apple Ads has become an essential channel tool for marketers looking to engage users effectively across key Southeast Asian markets like Indonesia, Thailand, and Vietnam. Platforms like  Newton offer performance-driven Apple Ads solutions that support campaign automation, optimization, and measurement across these diverse markets.

As the landscape evolves, the key to achieving success is understanding Apple Ads placements, the associated Apple Ads cost, and how to effectively manage Apple Ads campaigns for long-term success. In this blog, we’ll break down the different types of placements within Apple Ads, the cost variability, and discuss how to optimize your strategy to maximize ROI in key markets like Indonesia, the Philippines, Thailand, and Vietnam. 

Apple Ads Placements Breakdown

Understanding Apple Ads placements is crucial when creating a campaign, as these placements directly influence the visibility and performance of your ads. Apple Ads offers multiple placement types, each with its distinct advantages, depending on where you want your app to appear. Let’s explore the different Apple Ads placements and how each can fit into your strategy.

1.  Placement - search results ads

One of the most efficient placements in Apple Ads is the search results section. When a user searches for an app or related keywords, ads appear at the top of the search results, effectively capturing user intent at the precise moment of interest.

•  Intent capture: Your app appears when users actively search for terms related to your app, making it a prime spot for conversion.
• Intent-driven: search results placements target users with high intent, as they are already looking for apps similar to yours.
  

In Indonesia, where Bahasa is the dominant language and users often search using localized keywords, search results placements perform best when campaigns use vernacular language. For instance, apps in categories like fintech or learning tend to see higher conversions when keywords match local slang or banking terms like "pinjaman online" (online loan) or "belajar bahasa" (language learning).

2.  Placement - Today tab ads

The Today tab is a premium placement that’s highly visible. It showcases curated, featured apps that are handpicked by Apple’s editorial team. This placement is about getting users to discover new apps.

• Discovery-oriented: Today tab ads is perfect for driving awareness and discovery, especially for new or updated apps.
  
  
• Premium visibility: It provides broad reach and prominent exposure at the top of the App Store, making it a powerful option for brand visibility.
  

Malaysia’s multilingual population (Malay, English, Chinese) makes Today tab ads a powerful discovery placement type. Brands that localize creatives to Malay while maintaining visual appeal for a broad audience tend to perform better here. Featured apps during national holidays like Hari Raya or Merdeka Day often experience a notable spike in impressions and installs.

3.  Placement - Search tab ads 

The Search tab ads campaigns show your ad when users visit the Search tab on the App Store, even before they type anything into the search field. This makes it valuable for building awareness among users who are actively exploring.

• High visibility: Reaches users at the beginning of their discovery journey
  
• Broad audience: Targets users before they express intent, which helps drive upper-funnel activity
• Cost-effective: Often more affordable than search results placements and ideal for brand exposure

In Vietnam, where users frequently browse the App Store to discover trending apps and new tools, the Search tab ads is especially effective. Apps that highlight everyday utility or strong social proof in Vietnamese—like "ứng dụng miễn phí tốt nhất" (best free app) or "được nhiều người dùng" (widely used)—tend to grab attention and increase installs.

4.  Placement - product page ads 

Product page ads appear when users scroll down an app’s page and view the “You Might Also Like” section. This placement allows you to reach users while they’re actively exploring app details—either after arriving organically or from external sources.

• High intent engagement: These users are deep in the funnel—browsing rankings, reviews, and screenshots—so your ad hits at a moment of strong interest.
  
  
• Strategic visibility: Ads appear at the top of the “You Might Also Like” list, increasing the chance of redirecting interest to your app.

In the Philippines, users tend to explore multiple apps before making a decision. Product page ads perform well when creatives are localized with Tagalog messaging and highlight entertainment value or practical features. Messaging such as "walang bayad" (no cost) or "madaling gamitin" (easy to use) helps reinforce trust and drive downloads.

Apple Ads spend and ROI

Apple Ads works on a cost per click (CPT) pricing model and CPTs can vary based on placement type, competition, and region. In Southeast Asia, where Apple Ads are increasingly popular, CPTs can fluctuate depending on local demand and competition. For example, markets like Indonesia and Vietnam tend to have lower costs than Singapore or Malaysia, where demand for app installs is high.

However, Apple Ads offers powerful tools for managing Apple Ads campaigns, ensuring you can optimize your spending by adjusting bids based on performance. Platforms like Newton leverage AI-powered automated bidding to dynamically adjust bids and keyword targeting, ensuring marketers can maximize ROI.

Key Factors Impacting Apple Ads CPTs in Southeast Asia:

• App competition: More competition leads to higher CPTs per placement.
  
  
• Keyword demand: High-demand keywords typically have higher bids.
  
  
• Region: Countries like Singapore tend to have higher costs CPTs due to the competitive nature of the market, while Vietnam offers lower costs but high potential for growth.

Optimizing Apple Ads Campaigns in Southeast Asia

Successfully managing Apple Ads placements involves a deep understanding of your target market and the unique behaviors of users in each region. Here’s how you can improve your strategy:

1. Localized Campaign Strategies

To effectively manage Apple Ads in Southeast Asia, marketers must localize their campaigns to resonate with the diverse audience in countries like Indonesia, Thailand, and Vietnam. By using vernacular keywords and creating culturally relevant custom product pages, marketers can improve engagement and conversion rates.

2. 2. Automate for Efficiency and Scale

3. Using advanced automation tools and OpticksAI, marketers can streamline campaign setup by dynamically generating custom product pages, ad creatives, and keyword strategies. Real-time bid adjustments based on performance data help optimize spend, reduce manual effort, and drive better results, especially in high-growth, cost-sensitive markets.

3. Real-Time Data Insights

Newton’s Telescope tool allows you to track the effectiveness of each placement by monitoring impressions, clicks, and downstream actions. By using this data, you can refine your Apple Ads strategy for better performance and higher ROI.

Driving ROI with Apple Ads in Southeast Asia

Southeast Asia presents a wealth of opportunities for app marketers using Apple Ads. By understanding multi placements of Apple Ads, strategically targeting users, and optimizing campaigns with data-driven insights, marketers can maximize ROI and reach high-value users in Indonesia, Thailand, and Vietnam. With the right tools like Newton, managing Apple Ads campaigns becomes simpler and more efficient, helping you stay ahead in this fast-paced industry.

Remember, the key to success lies in leveraging the full power of Apple Ads multi-placements, carefully managing costs, and targeting the right users at the right stage of the funnel.

If you're looking to scale your iOS app and drive sustainable growth with smarter Apple Ads strategies, connect with us. Leverage Newton's expertise in multi-placement ad strategy to optimize spend, validate impact, and make data-backed decisions. Supercharge your iOS app marketing with Newton’s insights and take your growth to the next level.