Promotional text appears at the top of the description and can be updated without submitting a new version. Use it for time-bound offers, new features, and event highlights, remembering that it is not used for keyword indexing, so persuasion rather than search is its job.
What it is for
Promotional text suits information that changes: a seasonal offer, a new feature, a notable award, or an upcoming event. Because it can change without a review cycle, it can react quickly to opportunities.
It should support the first impression for users who open the product page.
What it does not do
It is not indexed for App Store search, so do not rely on it to add ranking keywords. Placing important permanent information only here risks losing it when you update the text.
Keep evergreen value in screenshots, the subtitle, and the description.
Writing it well
Lead with the most relevant, current benefit, state any offer terms clearly, and keep the language specific. Avoid time-sensitive claims that you forget to remove.
Use a calendar for updates so expired messages do not stay live.
Measure impact
Compare conversion before and after updates and annotate changes. Because many factors move together, treat results as directional and avoid overreacting to short windows.
Pair major promotions with custom product pages when audiences differ.
Common mistakes with App Store promotional text
Leaving an expired offer live is the most common mistake. Another is putting essential permanent information only here and losing it when the text changes.
Teams also assume it influences search ranking, then wonder why it did not.
App Store promotional text: a worked example
A language app runs a spring promotion. Two weeks before, the team schedules promotional text: Start a 7-day free trial and learn your first 100 phrases. It adds a reminder to replace it when the promotion ends.
After the campaign, they review conversion during the window and restore evergreen text.
How to do it, step by step
- Decide what is time-boundList offers, features, or events that change.
- Write within the limitKeep to about 170 characters.
- Schedule updatesAdd expiry reminders to a calendar.
- Keep evergreen value elsewhereDo not rely on this field for permanent information.
- Review impactCompare conversion before and after changes.
Before and after examples
Illustrative examples written for a generic app in this category, not client results. Swap in your own product, audience, and data.
Now with new features!
New: offline mode. Download lessons on Wi-Fi and study anywhere.
Why it works: It names the feature and benefit.
Sale
Start a 7-day free trial and learn your first 100 phrases
Why it works: It states the offer and value.
Join us!
Join the 30-day reading challenge starting on the 1st
Why it works: A date and action make it concrete.
Action plan
- Use it for time-bound messaging
- Do not rely on it for keywords
- Keep evergreen value elsewhere
- State offer terms clearly
- Keep a refresh calendar
- Annotate each change
Metrics to monitor
- Conversion around updates
- Event or offer engagement
- Stale message incidents
- Change annotations logged
Record the baseline, release date, audience, markets, and external changes before interpreting movement. Rankings and conversion are useful signals, but a decision is stronger when activation, retention, and business value confirm that the page attracted the right users.
Frequently asked questions
Does promotional text affect ranking?
It is not used for keyword indexing, so focus on persuasion.
Can I change it without an update?
Yes, it can be updated independently of a new version.
How long is it?
The limit is about 170 characters; confirm in App Store Connect.
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