TL;DR: Stick to Apple’s “Basic” ads version for most scenarios.

Advertising a mobile app can feel overwhelming, especially for indie developers with limited budgets. With Apple offering two ad account types—Basic and Advanced—it’s tempting to believe that more control means better results. After all, who knows your app’s audience better than you? However, as someone who’s worked on ad optimization at Yelp, I’ve seen firsthand how trying to micromanage ad campaigns can lead to wasted money and frustration. The truth is, Apple’s Basic Ads are designed to do the heavy lifting for you, delivering cost-effective results with minimal effort. This guide explains why starting with Basic Ads is often the smartest choice and when (if ever) you should consider upgrading to Advanced.

Basic: Apple handles everything for you, optimizing for the lowest cost-per-install. Advanced: You gain control over keyword targeting but risk inefficiency.

Apple offers two advertising account types for app developers: Basic and Advanced, each tailored to different needs. The Basic account is built for simplicity and efficiency, with Apple managing everything from ad placement to targeting. Their advanced algorithms deliver ads to users most likely to install your app, maximizing your budget with minimal effort. This hands-off approach is ideal for indie developers or newcomers to app advertising, as it focuses entirely on cost-per-install efficiency. Simply set your budget, and Apple handles the rest.

In contrast, the Advanced account provides more control but introduces complexity and risk. It lets you target specific keywords, define audience demographics, and set manual bids for placements. This customization is valuable for niche apps or products with unique targeting needs. However, it demands expertise and constant monitoring to avoid costly inefficiencies. Poorly optimized campaigns can quickly burn through your budget, making Advanced accounts risky for those without a clear strategy.

Apple’s Basic Ads outperform Advanced Ads for most indie developers by leveraging Apple’s unmatched optimization capabilities. Instead of micromanaging keywords or bids, Basic Ads automate the process to find users most likely to install your app at the lowest cost. Apple’s vested interest in your success ensures their ads prioritize cost-effective results. By minimizing your workload and costs, Basic Ads offer a reliable way to grow your app without requiring deep marketing expertise.

Advanced Ads may be worth considering in specific cases where Basic Ads fail to reach key audiences. If your app serves a niche market or requires a particular demographic for success, Advanced Ads allow you to fine-tune targeting and allocate budgets toward high-value users. However, transitioning to Advanced Ads requires data from Basic Ads to understand user behavior and cost-per-install trends. Without this foundation, you risk inefficiency and wasted resources. If you choose Advanced Ads, start with a small test budget and refine your strategy gradually.

For indie developers, Apple’s Basic Ads offer a perfect balance of simplicity, efficiency, and effectiveness. They free you from the complexities of manual targeting and ensure optimal ad spend. While Advanced Ads provide more control, their risks and required expertise often outweigh their benefits. By starting with Basic Ads, you can collect valuable insights, optimize your campaigns, and scale your user base without unnecessary stress or expense. Keep it simple, trust Apple’s optimization, and focus on growing your app efficiently.