3.3. Average Cost per Tap (Search Results)

In Apple Search Ads, the CPT is calculated by dividing the total ad spend by the total number of taps on those ads.

The chart below provides information about the average search results CPT for the top 15 markets in 2024:

At a global average of $9.90, the CPT reflects the competitive nature of finance app advertising. Higher costs in premium markets like Switzerland, South Korea, and Qatar push the average upward, while cost-efficient markets like Poland and the Netherlands present opportunities for advertisers to optimize costs. The “Others” category averages just $3.92, substantially below the global average.

Switzerland ($17.17) stands out as the most expensive market, significantly exceeding the global average of $9.90. This high CPT suggests fierce competition among advertisers, reflecting an audience likely characterized by strong interest in financial services. South Korea ($11.05) and Qatar ($10.67) follow.

Several markets, including Singapore ($10.16), the United Kingdom ($10.14), and Belgium ($9.90), hover around the global average. These regions represent competitive but balanced markets where advertisers can achieve cost-efficient campaigns relative to user acquisition value.

Markets like the Netherlands ($8.52), Spain ($8.37), New Zealand ($8.35), and France ($8.10) exhibit lower CPTs, indicating less competition among advertisers. These regions may still provide strong returns due to relatively lower costs, though advertisers must assess user intent and app relevance to maximize campaign effectiveness. 

The lowest CPT among major markets is seen in Poland ($8.09), which remains cost-efficient for advertisers targeting emerging financial app audiences.

Let’s examine the month-to-month CPT changes:

The CPT starts at $5.3 in January and climbs to a peak of $8.0 in March. This rise indicates heightened competition during the early months of the year. Then it decreases steadily, dropping from $6.8 in April to $6.0 in June, reflecting reduced ad bidding intensity.

The decline continues, with CPT falling to its lowest point of $4.9 in September. It’s the less competitive period for finance ads. After reaching $5.1 in October, the CPT surges to $7.6 in November, driven by increased competition for year-end campaigns.

Looking closely at these 5 popular markets (Australia, Canada, France, Great Britain, and the United States), we can see the following CPT trends:

All markets experience an increase in CPT from January to March. Australia and France lead with peaks of $11 in March. Other countries like the United States and Canada reach $8 to $9. Rising CPTs in Q1 reflect strong competition for finance-related campaigns during a time of high user intent and engagement.

The United States experiences a consistent decline, stabilizing at $6 from June to August. Australia  and Canada maintain higher CPTs, fluctuating around $11 during this period. Together with the United Kingdom, Australia also has the highest CPT in summer of $12. 

November is a critical period, with significant increases in CPT across all markets, driven by intensified competition for ad space during the holiday season. The United Kingdom has the highest CPT of $14 during this month, while the United States gets the lowest — $9.

You may consider the following actions:

• Allocate higher budgets during Q1 and November for high-value markets.
• Leverage the cost-efficient summer months (June-August) for steady performance and audience acquisition.

Now, let’s take a look at a broader picture and check the CPT fluctuations across four major regions:

EMEA has the highest CPT, starting at $5.52 in January and peaking at $9.86 in March. This reflects early-year competition for ad placements in a highly competitive financial ecosystem. North America follows a similar trend, peaking at $7.78 in March.

APAC climbs steadily from $5.31 in January to $6.43 in March, maintaining a moderate cost level compared to NA and EMEA. LATAM, with the lowest CPT, sees a gradual rise from $2.37 in January to $3.14 in March, suggesting lower competition and cost-efficient opportunities.

All regions experience a steady CPT decline from April to August. This mid-year period reflects reduced competition and offers cost-efficient opportunities for advertisers in all regions.

The CPT rebounds sharply in November, led by NA at $9.03, followed by EMEA ($8.96) and APAC ($4.62). LATAM increases modestly but remains the most affordable at $2.03.

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